How Whip Music Africa is seeking to power success of artists

Launched earlier this year, the company is the brainchild of Melissa Kariuki, a former associate product marketing manager at Google South Africa, and Kenyan software engineer Kelvin Kyendwa.

A Google for Startups-backed digital marketplace, Whip Music offers a unified catalogue of services across various budget levels, tailored to address the unique challenges faced by artists in today’s competitive music market. With over 70 services across playlisting, distribution, marketing, blog features, social media and production, artists can customise their choices to suit their needs and financial capabilities.

By catering to artists with different budgets and needs, Whip ensures accessibility and inclusivity, enabling artists at all stages of their careers to benefit from its offerings.

Kariuki, who also serves as the CEO of the firm, tells Music In Africa that her vision for Whip was informed by a strong commitment to education and unwavering dedication to artists’ growth, particularly in an era where digital production and streaming have led to an overwhelming influx of music.

Due to this, creatives are faced with the daunting task of standing out amidst the noise. Understanding the significant investment required for effective music marketing, Kariuki strives to streamline this process by consolidating all music services on a single accessible platform. “Whip aims to become the go-to hub for artists, offering the necessary resources and opportunities they need to invest in their craft,” she explains. 

Already, the platform boasts a vibrant community of more than 6 000 music professionals across social media, offering valuable insights and resources to help artists make informed decisions.

Whip goes beyond just increasing artists’ visibility, Kariuki notes, adding that her outfit always strives to guide its clients towards sustainable success. 

Kariuki concedes that within the music marketing ecosystem, viral moments are exceptions rather than the norm, and it’s the reason Whip prioritises educating artists on the intricacies of the music business. 

“There’s often a great underestimation of how much artists need to invest in marketing their music,” she observes. “Stories like those of artists being signed after going viral on TikTok make it seem like becoming successful is effortless and serendipitous. However, those are exceptions.

“A recent report by the International Federation of the Phonographic Industry shows that it costs record labels about $500 000 to $2m to break a new artist. While most artists cannot match that, it is important for them to invest what they can.”

Kariuki describes being admitted to the Google for Startups programme as “a full circle moment”, first catching wind of the opportunity as an employee of the firm. “I vividly remember reading an email about the startup cohort they had just selected and a call to action to get involved. It was then that I set my eyes on pursuing my dream to be an entrepreneur and expanded my dream to include being among the startups backed by Google.”

She adds that her team has learned so much from the initiative, which she stresses is packed with actionable insights on building a business. “We have also really enjoyed the mentorship programme and being connected to other founders on the continent.”

Whip’s impact on artists’ careers is already evident through numerous success stories. Artists who have been playlisted through Whip have experienced life-changing moments, while others credit the platform for providing them with significant career opportunities, such as performing at major festivals. Singer J Bello, for instance, praises Whip for its tailored approach, emphasising its contribution to his musical journey. 

“It’s been so fulfilling for me to work with artists and help them get their music heard,” Kariuki says. “It means so much to us to get positive feedback from our early community.”