One of Kenya’s rising tech and creative industry stars, Melissa Kariuki, founder of Whip Music, has been invited to join the Recording Academy’s prestigious 2025 New Member Class.
The Recording Academy is the world’s most influential society of music professionals and the body behind the GRAMMYs — music’s highest global honour. As a new member, Ms Kariuki will help shape the GRAMMY process and champion the interests of music professionals worldwide — including voices from Kenya and Africa at large.
This year, nearly 3,600 music professionals from around the world were invited to join the Academy, with a strong focus on diversity: 49% women, 56% people of colour, and 60% under the age of 40 — Melissa proudly represents all three.
For Ms Kariuki, this moment is a celebration not just for her, but for Kenya’s growing presence on the global creative map. “I started by hosting open mics and art festivals as a university student. I never imagined it would lead me here — running a music company and now being invited to the Recording Academy,” Ms Kariuki shared.
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Through Whip Music, she is empowering African artists to break through the noise and reach global audiences — using data, automation, and AI to market music smarter and faster. Her company has already run over 200 campaigns in Kenya, Nigeria, South Africa, the US, and beyond — promoting artists like David Guetta, CKay, Ayra Starr, Fave, and The Cavemen.
Whip’s mission is clear: give every African artist — especially new and independent talent — an affordable, tech-powered way to be heard. In 2023, the company made history as the first music-tech startup from Africa accepted into the Google for Startups Africa Accelerator and has since partnered with Boomplay, Africa’s largest streaming platform with over 100 million users.
“This is a milestone for me and for Whip. It shows that Kenyan entrepreneurs, creatives, and innovators belong at the top tables in music. It’s a chance to represent not just our artists, but the next generation of African founders who want to build something different,” MsKariuki said.
As part of the Recording Academy, Ms Kariuki joins a global network working to protect creators’ rights, expand opportunities, and shape the future of music across borders. For Kenya’s music and tech scene, this is more than an invitation — it’s a sign that the world is listening.
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