New Delhi: The Ministry of Culture on Wednesday exchanged a Memorandum of Understanding (MoU) with YouTube to promote and amplify Indian traditional, folk, and tribal music on the global stage.
Union Minister for Culture and Tourism Gajendra Singh Shekhawat, Culture Secretary Vivek Aggarwal, and YouTube India Managing Director Gunjan Soni attended the event, according to an official statement.
Shekhawat said that preserving and promoting India’s diverse folk traditions remains a key priority for the ministry. He stated that the partnership with YouTube marks an important step in strengthening the creative economy and supporting artists. He added that the initiative aims to provide folk musicians with the tools and platforms needed to enhance their visibility, sustainability, and recognition in India and abroad.
Aggarwal said the ministry is working to expand access so that artists from across the country can showcase their traditions while building independent careers. He noted that the collaboration combines YouTube’s global reach with the ministry’s institutional network to create opportunities for artists to become self-reliant.
Soni said YouTube aims to support creators from every part of India in reaching global audiences. She stated that the partnership offers an opportunity to preserve and promote India’s rich folk music traditions. She added that the platform will work with the Ministry to equip artists with digital skills and help them build sustainable careers.
The initiative focuses on empowering traditional and folk musicians by providing access to digital tools, knowledge systems, and wider audiences. It aims to strengthen the ecosystem through digital training, awareness of intellectual property rights, collaboration opportunities, and sustainable career pathways.
Officials said India’s traditional and tribal music heritage faces challenges related to global visibility, digital distribution, and rights awareness. The programme seeks to address these gaps through structured training, access to infrastructure, and institutional support.
The ministry will provide strategic leadership for the programme, with a joint task force overseeing implementation and impact assessment. Its affiliated institutions will offer facilities, including recording infrastructure where feasible, and support regional outreach, training materials, and mentorship.
Under the MoU, YouTube will assist in training artists in digital content creation, channel management, monetisation strategies, copyright management, and audience analytics.
