The Ministry of Culture, Government of India, has signed a Memorandum of Understanding (MoU) with YouTube to enhance the visibility of India’s traditional folk and tribal music worldwide. The MoU was signed in New Delhi in the presence of Shri Gajendra Singh Shekhawat, Union Minister for Culture and Tourism, Shri Vivek Aggarwal, Secretary, Ministry of Culture, and Smt. Gunjan Soni, Managing Director – India, YouTube.
Supporting Folk Artists and Traditions
Union Minister Shri Gajendra Singh Shekhawat said that preserving India’s diverse folk traditions is central to the Ministry’s mission. He added,
This collaboration with YouTube is a step forward in nurturing our creative economy and empowering our artists. Our goal is to ensure that folk musicians have the tools and platforms to gain visibility, sustainability, and recognition, both nationally and globally.
Expanding Access Across India
Shri Vivek Aggarwal, Secretary, Ministry of Culture, stated that the Ministry aims to democratize access so that folk artists across the country can preserve and promote their culture while becoming independent creative entrepreneurs. He added that combining YouTube’s global reach with the Ministry’s infrastructure helps folk artists become self-reliant and operate successful creative ventures.
YouTube’s Role in Digital Empowerment
Gunjan Soni, Managing Director – India, YouTube, said,
YouTube enables artists from every part of India to share their talent with the world. Folk music is a vital part of India’s cultural heritage, and this partnership provides an opportunity to preserve and amplify these traditions.
She further explained that YouTube will equip artists with digital skills, global audience access, and sustainable career pathways, ensuring their work continues to reach audiences worldwide.
Key Objectives of the Initiative
- Digital Tools and Training: Provide folk artists with access to digital content creation tools, channel management guidance, and audience analytics.
- Knowledge of Rights: Raise awareness about intellectual property rights to ensure proper recognition and monetization.
- Career Development: Offer structured programs to build sustainable career pathways and increase global visibility.
- Institutional Support: Leverage autonomous institutions of art and performance to provide recording facilities, mentorship, and regional connections.
- Collaboration Opportunities: Promote networking and partnerships among artists for creative growth.
Addressing Global Visibility Challenges
India’s folk, tribal, and traditional music often faces limitations in digital distribution, rights awareness, and international exposure. This initiative seeks to address these challenges through training programs, access to infrastructure, and continuous support.
Governance and Oversight
The Ministry of Culture will provide strategic guidance, while a joint task force will oversee implementation and assess impact. Educational materials will be co-developed, and mentors will be identified to support artists in leveraging digital platforms.
YouTube will complement these efforts by training artists on content creation, copyright management, monetization strategies, and audience insights, enabling them to engage with a global audience and build sustainable careers online.