Young African CEO and Former Google Executive, Melissa Kariuki, to Lead Creative Export Dialogue at WTO Forum
Melissa Kariuki, Founder and CEO of Whip Music and one of the GRAMMYs’ 13 Women Shaping African Music (2025), is set to speak at the prestigious World Trade Organization (WTO) Public Forum 2025 in Geneva on 18 September.
This invitation comes on the heels of Kariuki’s recognition as a member of the Recording Academy (GRAMMYs) and her 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 is the world’s leading organization responsible for regulating international trade, with 166 member countries accounting for over 98% of global trade and GDP. Its Public Forum is the largest global platform for trade policy dialogue, bringing together government leaders, corporate executives, academics, and civil society to shape the future of trade. Kariuki’s selection as a speaker underscores her emergence as a global thought leader.
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. For too long, creativity has been viewed solely as culture, but it is also one of Africa’s highest-potential commodities. With the right digital policies and local solutions, African creators can access global markets, scale new industries, and shape the future of trade.
As a young African woman working at the intersection of technology and the creative economy, it is a privilege to represent our continent at this global forum and ensure that our voices and solutions are included in the world’s trade agenda.
Melissa Kariuki will join WTO Director-General Dr. Ngozi Okonjo-Iweala and a distinguished lineup of speakers, including:
- Pedro Manuel Moreno, Deputy Secretary-General, UNCTAD
- Shamika N. Sirimanne, Director of Technology, UNCTAD
- Aissatou Diallo, Chief, Office for Africa, International Trade Centre
– Katherine Wang, Manager, Trade and Supply Chain Policy, Amazon Web Services
– Claire Alexandra, Head of International Government Relations, PayPal
- Christian Keller, Chair and General Manager, IBM Switzerland.
– Ambassador and Permanent Representative of Kenya to the UN Office
– Dr. Elizabeth Sidiropoulos, Executive Director, South African Institute of International Affairs
Creativity as Africa’s Next Global Commodity will be a key theme shaping discussions around digital transformation, inclusive trade, and the future of the global creative economy.
Africa’s creative economy, currently valued at US58.4 billion, contributes approximately 48.7 billion (R161 billion) in 2020—roughly equal to the revenue from agriculture.
Analysts forecast that with the implementation of enabling digital policies and supportive trade frameworks, Africa’s creative exports could grow to US$200 billion by 2030*, potentially representing 10% of global creative goods trade.
Melissa Kariuki’s participation at the WTO Public Forum highlights the increasing recognition of creativity not just as a form of cultural expression, but as a strategic commodity with transformative potential for economic growth, trade, and job creation across Africa.