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Kenya’s Whip Music Joins UNCTAD’s eTrade for Women to Shape Global Digital Policy

Prime Highlights

  • Melissa Kariuki’s Whip Music has been selected to join the UNCTAD eTrade for Women Community, marking a milestone for Africa’s creative economy.
  • The initiative will amplify women creators’ voices and ensure their participation in shaping a fairer global digital economy.

Key Facts

  • Whip Music is among 353 women-led digital enterprises from 69 countries participating in the eTrade for Women initiative.
  • Africa’s creative economy is currently valued at US$58.4 billion, contributing less than 0.3% of global creative exports, with potential to reach US$200 billion by 2030.

Background

Whip Music, a creative-tech company founded by Kenyan entrepreneur Melissa Kariuki, is going to be part of the United Nations Conference on Trade and Development (UNCTAD). The inclusion marks a major milestone for Africa’s creative economy, placing Whip Music among 353 women-led digital enterprises from 69 countries.

Kariuki, recently named one of the GRAMMYs’ 13 Women Shaping African Music (2025), said the recognition will help amplify the voices of women and creators in global digital policy discussions. “Many women across Africa run digital businesses without realizing they are part of global trade,” she said. “Joining this network is not only an honor but a responsibility to ensure women and creatives are included in shaping a fairer digital economy.”

The eTrade for Women initiative, supported by the governments of Australia, the Netherlands, Sweden, and Switzerland, empowers women entrepreneurs to influence digital trade and policymaking. Whip Music’s participation follows its advocacy at the World Trade Organization’s Public Forum in Geneva, where Kariuki called for stronger digital policies to unlock Africa’s creative sector.

Africa’s creative economy is valued at US$58.4 billion but contributes less than 0.3% of global creative exports. Experts say this figure could rise to US$200 billion by 2030 with better trade frameworks. Kariuki believes creativity is one of Africa’s most valuable resources. “With the right digital infrastructure, African creators can reach global markets and shape the future of trade,” she said.

Whip Music uses AI-driven marketing tools to support artists across the US, UK, Nigeria, and South Africa.

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