Kenyan music-tech entrepreneur Melissa Kariuki, founder and CEO of Whip Music, has been officially invited to join the 2025 New Member Class of the Recording Academy — the influential institution behind the GRAMMY Awards.
This rare invitation places Kariuki among an elite global circle of music professionals tasked with shaping the future of the industry, championing creator rights, and influencing GRAMMY nominations and voting. It also signals a major milestone for Kenya’s fast-growing presence on the global creative and tech stage.
“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,” Kariuki shared.
The Recording Academy, headquartered in the U.S., is considered the most influential body in global music, and membership is by invitation only. For 2025, just under 3,600 music professionals were selected from around the world — with a focus on diversity, youth, and impact:
- 49% are women
- 56% are people of colour
- 60% are under 40 years old
Kariuki proudly represents all three categories, and her inclusion reflects the Academy’s growing commitment to amplifying underrepresented voices, particularly from Africa’s dynamic music and creative sectors.
Melissa Kariuki’s rise is a case study in the power of combining technology, data, and creativity. Through Whip Music, she is helping African artists cut through digital noise and reach global audiences using AI, automation, and performance-driven marketing.
The Nairobi-based company has executed over 200 music marketing campaigns in Kenya, Nigeria, South Africa, the U.S., and beyond — promoting both local stars and global names including CKay, Ayra Starr, Fave, The Cavemen, and even David Guetta.
In 2023, Whip Music became the first African music-tech startup to join the Google for Startups Africa Accelerator, and has since forged strategic partnerships with Boomplay, Africa’s largest streaming platform with more than 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,” said Kariuki. “It’s a chance to represent not just our artists, but the next generation of African founders who want to build something different.”
Kariuki’s recognition comes at a time when Kenya’s music, media, and tech industries are converging rapidly, with new startups emerging at the intersection of entertainment and digital platforms. Her role in the Recording Academy offers:
- Global visibility for Kenyan and African artists
- Representation in GRAMMY-related decision-making
- A stronger voice for Africa in global intellectual property and creator rights discussions
- Opportunities for collaboration and deal flow between U.S. and African music professionals
Her appointment is not only symbolic but potentially transformative — a sign that Kenya’s creative talent is being taken seriously by global institutions.
As a member of the Recording Academy, Kariuki will have the opportunity to:
- Participate in the GRAMMY Awards selection process
- Advocate for fair industry practices
- Help shape policies around creator rights, digital distribution, and revenue models
- Connect with global executives, labels, and artists
For Whip Music, this may catalyze international expansion, greater investor interest, and deeper integration with streaming, label, and tech partners across continents.
Kariuki’s invitation to the Recording Academy isn’t just personal recognition — it reflects Africa’s creative rise in the digital age, and the value of technology as a tool for cultural export.
As Kenya continues to nurture its creative economy, leaders like Melissa Kariuki are pioneering a blueprint for how local talent can achieve global influence — not just as performers, but as founders, innovators, and decision-makers.
