This invitation follows Kariuki’s recognition as a member of the Recording Academy (GRAMMYs) and her inclusion on Hotlist Africa’s Top 30 Executives in the African Music Industry (2025), further establishing her as one of Africa’s most influential young leaders at the intersection of creativity, technology, and trade.

The World Trade Organization (WTO) is the only global organization that formulates and enforces the rules of trade between nations, with 166-member countries representing over 98 percent of global trade and GDP. The Public Forum is the largest global trade policy platform, drawing government leaders, corporate executives, academics, and civil society to discuss the future of trade. Being invited to speak is exceptionally prestigious as it marks Kariuki as a recognized emerging global thought leader.

Kariuki will speak in a session titled “Bridging Digital Divides Through Local Solutions”, highlighting how enabling digital policies and technology infrastructure can allow African creators to scale globally and strengthen the continent’s role in the world economy.

“I am honoured to be invited by the WTO to share Africa’s perspective on digital trade and creativity as a driver of global growth. For too long, creativity has been seen as culture, but it is also one of Africa’s highest-potential commodities. With the right digital policies and local solutions, African creators can reach global markets, scale new industries, and shape the future of trade. As a young, African woman in technology and the creative economy, it is a privilege to represent our continent at this global forum and to ensure our voices and solutions are part of the world’s trade agenda.” – Melissa Kariuki.

Kariuki will join Dr. Ngozi Okonjo-Iweala, WTO Director-General, and an influential lineup of speakers, including:

• Pedro Manuel Moreno, Deputy Secretary-General of UNCTAD
• Shamika N. Sirimanne, Director of Technology, UNCTAD
• Aissatou Diallo, Chief, Office for Africa, International Trade Centre
• Katherine Wang, Amazon Web Services, Manager of Trade and Supply Chain Policy
• Claire Alexandra, Head of International Government Relations, PayPal
• Christian Keller, Chair and General Manager, IBM Switzerland
• Fancy Too, Ambassador and Permanent Representative of Kenya to the United Nations Office
• Dr. Elizabeth Sidiropoulos, Executive Director, South African Institute of International Affairs

Creativity as Africa’s Next Global Commodity

Africa’s creative economy, currently valued at US$58.4 billion, accounts for roughly 4 percent of the continent’s GDP but represents less than 0.3 percent of global creative exports.

For example, in one of Africa’s largest economies, South Africa, the creative sector generated roughly the same amount of revenue as agriculture at US$8.7 billion (R161 billion) in 2020.

Analysts predict that with the right digital policies and trade frameworks, African creative exports could reach US$200 billion by 2030, potentially accounting for 10 percent of global creative goods trade.

Kariuki’s contribution to the WTO Public Forum underscores the growing recognition of creativity not only as cultural expression but also as a strategic commodity with transformative trade potential.

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The former Googler and Meta product growth lead has officially been named a member of the Recording Academy’s 2025 New Member Class, joining a select cohort of nearly 3,600 music professionals shaping the future of the industry.

The Recording Academy, home of the GRAMMY Awards, is more than just a music institution, it’s a global community that influences policy, uplifts creatives, and defines excellence.

This year’s class marks a significant shift: 49% women, 56% people of colour, and 60% under 40. Kariuki checks all those boxes, and more.

A Tech Mind in the Music World

Melissa’s journey began with grassroots passion — organizing open mics and art shows during her university days. Today, she runs Whip Music, a cutting-edge platform using AI, automation, and data-driven strategies to help artists grow their fanbases and break into global markets.

Since its founding, Whip Music has powered over 200 campaigns across Nigeria, Kenya, South Africa, and the U.S., supporting artists such as David Guetta, CKay, Ayra Starr, Fave, and The Cavemen.

The company offers emerging African artists access to powerful music promotion tools once reserved for major labels.

“This is a milestone in my music journey,” said Melissa Kariuki. “I never imagined that organizing campus open mics would lead me here, to building a music-tech company and now being invited to the Recording Academy. Some of life’s best gifts are found along the way. This is one of them.”

Championing African Voices, One Stream at a Time

In 2023, Whip Music became the first music-tech startup accepted into the Google for Startups Africa Accelerator and later forged a strategic partnership with Boomplay, Africa’s leading music streaming platform with over 100 million users.

Kariuki’s work is grounded in one core belief: Every African artist deserves to be heard. With over 100,000 new songs uploaded to Spotify daily, standing out is harder than ever. That’s where Whip steps in, breaking down barriers and building bridges between creators and global audiences.

From Africa to the Academy

Kariuki’s induction into the Recording Academy doesn’t just mark a personal achievement, it represents a broader shift toward inclusive global representation in the music industry.

As a tech founder with a passion for music and a deep commitment to African talent, she’s not just joining the conversation, she’s helping rewrite it.

As a member, she’ll contribute to the GRAMMY voting process and help shape initiatives around equity, innovation, and creator rights, reinforcing the message that African stories, talents, and tech are indispensable to the future of music.

“At Whip, we’re using technology to level the playing field,” Melissa Kariuki said. “Being part of the Recording Academy is an opportunity to elevate not just my voice, but the voices of thousands of African artists building something extraordinary.”

The GRAMMYs just got a little more African, and a lot more innovative.

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