Melissa Kariuki's music-tech company Whip Music has joined the UN's eTrade for Women initiative, placing it among 353 women-led digital enterprises from 69 countries. This achievement follows Kariuki's recent recognition among the GRAMMYs' 13 Women Shaping African Music for 2025.

"There are so many women running digital trade businesses across Africa without realizing they're part of global trade," said Kariuki. "Joining this network isn't just an honor—it's a responsibility to ensure women and creatives help shape a more equitable digital economy."

This milestone comes after Whip Music's participation in the World Trade Organization's Public Forum in Switzerland, where Kariuki advocated for policies to unlock growth in the creative economy.

Africa's creative economy contributes about 4% of the continent's GDP but represents less than 0.3% of global creative exports. With proper digital policies and trade frameworks, African creative exports could reach $200 billion by 2030.

"Creativity is one of Africa's highest-potential commodities," Kariuki noted. "With the right digital infrastructure, African creators can reach global markets and shape the future of digital trade."

Whip Music has already helped artists promote their music across multiple countries, enabling them to export their work and grow global audiences through data-driven marketing approaches.