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| Melissa Kariuki |
By Oluchi Omai
GENEVA – Melissa Kariuki, Founder and CEO of Whip Music and a recognized voice in the African music industry, has been invited to speak at the World Trade Organization (WTO) Public Forum 2025 in Geneva on September 18.
Kariuki, named one of the GRAMMYs’ 13 Women Shaping African Music (2025) and among Hotlist Africa’s Top 30 Executives, will contribute to a session titled “Bridging Digital Divides Through Local Solutions.” The discussion will focus on how digital policies and technology can empower African creators to access global markets and enhance the continent’s economic role.
The WTO Public Forum is the world’s leading trade policy event, attracting government officials, corporate leaders, and experts from around the globe. Kariuki’s participation underscores the growing importance of the creative economy as a driver of trade and development.
“I am honoured to be invited by the WTO to share Africa’s perspective on digital trade and creativity as a driver of global growth,” said Kariuki. “For too long, creativity has been seen as culture, but it is also one of Africa’s highest-potential commodities. With the right digital policies and local solutions, African creators can reach global markets, scale new industries, and shape the future of trade.”
She will share the stage with notable figures, including Dr. Ngozi Okonjo-Iweala, WTO Director-General, as well as representatives from the UN, Amazon, PayPal, and IBM.
Africa’s creative economy is currently valued at $58.4 billion, accounting for about 4% of the continent’s GDP. However, it represents less than 0.3% of global creative exports. Analysts project that with improved digital and trade frameworks, African creative exports could reach $200 billion by 2030.
Kariuki’s appearance highlights the strategic shift toward recognizing creativity not only as cultural expression but as a viable and high-growth export commodity.
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