Kenya: Melissa Kariuki joins Recording Academy’s 2025 new member class

The Recording Academy is the organisation behind the GRAMMY Awards, music’s only peer-recognised accolade and the industry’s highest honour. Kariuki’s induction places her within a global network of creatives and professionals who play a role in shaping the GRAMMY Awards process and advancing the future of the music industry.

Nearly 3 600 established music professionals from diverse backgrounds, disciplines, and genres were invited to join this year, with a strong focus on inclusivity. The 2025 class comprises 49% women, 56% people of colour, and 60% individuals under the age of 40. Kariuki represents all three categories.

Her inclusion is a milestone not just for her personally but also for the broader music and tech sectors, signalling the growing influence of African founders, women in technology, and emerging voices redefining the music landscape.

Kariuki’s professional background includes roles in product marketing and growth at global tech giants Google and Meta. Today, she applies this expertise in the music industry, using data, automation, and AI to help artists expand their reach and engage global audiences.

“When I was in university, I would organise open mics, fashion shows, and art festivals,” Kariuki said. “I was driven by passion and curiosity. I never would have imagined that it would lead me to starting a music company.”

Through Whip Music, Kariuki has led over 200 campaigns across Nigeria, Kenya, South Africa, and the United States, supporting the global growth of artists such as David Guetta, CKay, Ayra Starr, Fave, and The Cavemen.

“This is a milestone in my music journey,” she added. “I’ve been lucky enough to work with artists all around the world and get their music heard in new markets. Today, I’m celebrating a moment that university-me couldn’t have imagined, being invited to the Recording Academy. I think some of life’s best gifts are discovered when you’re already on the journey. This is one of those gifts.”

In 2023, Whip Music became the first music-tech company to be accepted into the Google for Startups Africa Accelerator. It has since forged strategic partnerships across the continent, including a major collaboration with Boomplay, Africa’s largest music streaming platform with over 100 million users.

Whip Music was founded to give African artists, particularly emerging talents, a fair opportunity to grow their fanbases and access professional promotion. The platform offers a marketplace for affordable services including music and video distribution, play-listing, press coverage, influencer marketing, social media advertising, and more.

With over 100 000 new songs uploaded to Spotify daily, Kariuki believes visibility is more critical than ever. Whip Music aims to address this challenge by making promotion more accessible, data-driven, and effective.

Now as a member of the Recording Academy, Kariuki joins a global network of professionals dedicated not only to influencing GRAMMY outcomes but also to advancing equity, championing creators’ rights, and shaping the future of music across borders.