Melissa Kariuki, a pioneering force in Kenya’s tech and creative sectors, has been formally invited to become a member of the Recording Academy’s 2025 New Member Class, the influential body behind the GRAMMY Awards.
The move places Kariuki, the founder and CEO of Whip Music, among a select group of professionals recognised globally for shaping the future of the music industry. Her inclusion marks a moment of pride for Kenya, spotlighting the nation’s growing impact on the international music and technology scene.
Kariuki’s journey, which began during her university days hosting open mics and art festivals, has now seen her rise to the forefront of music innovation. “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.
Her company, Whip Music, uses data, AI, and automation to equip artists, especially those emerging from Africa, with tools to reach audiences worldwide. By making global music marketing more accessible and efficient, the platform aims to give every African musician a fair shot at being heard.
The startup has already executed over 200 successful campaigns across Kenya, Nigeria, South Africa, the US and more, promoting talent such as David Guetta, CKay, Ayra Starr, Fave, and The Cavemen. In 2023, it became the first African music-tech startup to be selected for the Google for Startups Africa Accelerator. Since then, it has also partnered with Boomplay, Africa’s leading streaming platform.
Through Whip, Kariuki continues to advocate for independent and emerging artists by offering services like music and video distribution, playlisting, TV and radio placements, influencer campaigns, and social media advertising, all powered by technology.
The Recording Academy, globally respected for its role in organising the GRAMMY Awards, is home to a membership of musicians, engineers, producers, songwriters and other industry professionals. Its 2025 class comprises nearly 3,600 invitees from around the world, with a notable emphasis on inclusion: 49% are women, 56% identify as people of colour, and 60% are under the age of 40. Kariuki is proudly representative of all three.
Beyond awards voting, Academy members are engaged in mentorship, advocacy, and chapter events. The organisation also plays a central role in defending creators’ rights, tackling issues such as AI use in music and equitable ticketing. Additionally, through its MusiCares programme, it has distributed over Ksh 7.7 billion in aid to support health, financial, and rehabilitation needs within the music community.
Kariuki’s invitation to the Academy marks not just a personal triumph, but also highlights the rising global recognition of African founders and the shifting narrative around innovation, representation, and leadership in music.
