Whip Music, a creative-tech company founded by Kenyan entrepreneur Melissa Kariuki, has been selected to join the United Nations Conference on Trade and Development (UNCTAD) flagship initiative, eTrade for Women.
The initiative, supported by the governments of Australia, the Netherlands, Sweden, and Switzerland, aims to empower women digital entrepreneurs to become influential voices in public policy discussions at the local, regional, and international levels through the eTrade for Women initiative.
The appointment places Whip Music among 353 women-led digital enterprises from 69 countries championing inclusive digital trade and sustainable growth.
“There are so many women running digital-trade businesses across Africa — many without realising that what they do every day is part of global trade,” said Melissa Kariuki, Founder and CEO of Whip Music.
“Yet too often, women are left out of the policy conversations that define how that trade works. For us, joining this network isn’t just an honour — it’s a responsibility.”
She added that with the backing of the United Nations, Whip Music will amplify its voice in policymaking spaces to ensure that women and creatives are represented in shaping a more equitable digital economy.
This recognition follows Whip Music’s participation at the World Trade Organization’s Public Forum in Geneva, Switzerland, where Kariuki spoke about the creative economy’s role in global trade and the need for policies that unlock its potential.
Whip Music Joins UNCTAD Network in Global Digital Trade
The company’s inclusion in UNCTAD’s eTrade for Women Community builds on that advocacy, advancing stronger digital policies, trade frameworks, and infrastructure to enable Africa’s creative industries to thrive.
Through its appointment, Whip Music joins an influential global network of women-led tech enterprises leveraging digital innovation to drive inclusive growth.
Its membership also strengthens Kenya’s representation in global policy spaces, spotlighting the nation as a leading hub for creativity, innovation, and digital entrepreneurship.
Africa’s creative economy is valued at US$58.4 billion, accounting for approximately 4% of the continent’s GDP, yet it represents less than 0.3% of global creative exports. In Kenya, the sector employs over 100,000 people and contributes an estimated 5% to GDP, according to UNESCO.
Also Read: Kenya’s Melissa Kariuki Joins Grammy’s Recording Academy
Boosting Creativity
Since its founding, Whip Music has supported artists across the US, UK, Nigeria, Kenya, Uganda, South Africa, Ghana, and Canada, helping them export their music, access new markets, and grow global audiences.
“For too long, creativity has been seen purely as culture,” Kariuki said.
“It’s one of Africa’s highest-potential commodities. With the right digital infrastructure and trade frameworks, African creators can reach global markets, scale new industries, and shape the future of digital trade.”
Its data-driven model enables creators to go beyond traditional marketing by providing measurable results and greater control over their intellectual property.
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