From Nairobi to the global stage, tech entrepreneur and Whip Music founder, Melissa Kariuki, has earned a seat at one of music’s most prestigious tables, the Recording Academy, organisers of the GRAMMY Awards. She was recently named among the 2025 New Member Class, joining nearly 3,600 professionals shaping the future of the music industry.
Kariuki, a former Googler and Meta growth lead, is one of the standout African voices in a class defined by inclusion, with 49% women, 56% people of colour, and 60% under the age of 40.
Kariuki’s rise blends grassroots activism and digital innovation. What began as open mics and art shows during her university days has evolved into Whip Music — an AI-powered platform offering data-driven promotion strategies for African artists. Since its inception, Whip has delivered over 200 campaigns across Nigeria, Kenya, South Africa, and the U.S., supporting artists like CKay, Ayra Starr, Fave, The Cavemen, and even global names like David Guetta. The company is closing the gap between emerging talent and global audiences, offering tools once reserved for major labels.
In 2023, Whip Music became the first music-tech company accepted into the Google for Startups Africa Accelerator and later partnered with Boomplay, Africa’s largest music streaming platform. Kariuki’s work stems from a core belief: that every African artist deserves to be heard.
With over 100,000 songs uploaded to Spotify daily, she says Whip exists to ensure African voices don’t get lost in the noise. Her appointment to the Recording Academy signifies not just personal recognition but a broader step toward global inclusivity in music representation and innovation.
As a member of the Recording Academy, Kariuki will play a role in GRAMMY voting while contributing to key conversations around creator rights, tech-driven equity, and African representation in the global music economy. “Being part of the Academy isn’t just a milestone for me,” she said. “It’s a chance to amplify the voices of African artists and creators building something extraordinary. At Whip, we’re using technology to level the playing field—and now, we’re helping shape the future of music from the inside.”