Melissa Kariuki, Founder and CEO of Whip Music, and one of the GRAMMYs’ 13 Women Shaping African Music (2025), has been invited to speak at the prestigious World Trade Organization (WTO) Public Forum 2025 in Geneva on September 18.
Her invitation comes on the heels of her recognition as a Recording Academy (GRAMMYs) member and inclusion in Hotlist Africa’s Top 30 Executives in the African Music Industry (2025), cementing her status as one of Africa’s most influential young leaders at the intersection of creativity, technology, and trade.
The WTO Public Forum is the world’s largest trade policy platform, attracting heads of state, global executives, academics, and civil society to shape the future of international trade. Kariuki’s participation positions her as an emerging global thought leader.
She will speak during a session titled “Bridging Digital Divides Through Local Solutions”, where she will highlight how enabling digital policies and infrastructure can empower African creators to scale globally and contribute significantly to the world economy.
“For too long, creativity has been seen as culture, but it is also one of Africa’s highest-potential commodities,” Kariuki said ahead of the event. “With the right digital policies and local solutions, African creators can reach global markets, scale new industries, and shape the future of trade. As a young African woman in technology and the creative economy, it is a privilege to represent our continent at this global forum.”
Kariuki will join WTO Director-General Dr. Ngozi Okonjo-Iweala and a distinguished lineup of speakers, including leaders from UNCTAD, Amazon Web Services, PayPal, IBM Switzerland, and the International Trade Centre.
Creativity as Africa’s Next Export Frontier
Africa’s creative economy is currently valued at US$58.4 billion — contributing about 4% of the continent’s GDP but less than 0.3% of global creative exports. In South Africa, for instance, the creative sector generated US$8.7 billion in 2020, nearly equal to agriculture. Analysts predict that with the right frameworks, African creative exports could grow to US$200 billion by 2030.
Kariuki’s inclusion at the WTO Public Forum underscores the rising recognition of creativity as both cultural heritage and an economic powerhouse for Africa’s development.
About Melissa Kariuki
Melissa Kariuki is the Founder and CEO of Whip Music, a music-tech company helping artists unlock their next one billion fans globally. She has held roles at Google, Meta, and Bain & Company and worked across multiple continents. Kariuki is a Schwarzman Scholar, Patrice Motsepe Fellow, and holds a First-Class Honours degree from the African Leadership University in Mauritius.
About Whip Music
Whip Music provides artists with tools for global music and video distribution, playlisting, TV placements, radio promotion, influencer campaigns, and fanbase monetization. Its mission is to help creators, whether emerging or established, grow their audiences worldwide.
About the WTO
The World Trade Organization is the only global institution governing trade rules between nations. With 166 member countries, it covers over 98% of global trade and GDP. Its Public Forum is an annual event convening policymakers, business leaders, and civil society to address critical trade issues.