The Ministry of Culture has signed a Memorandum of Understanding (MoU) with YouTube to support the promotion of Indian folk and tribal music on a global stage. The announcement was made on 25 March in New Delhi.
The partnership focuses on improving access to digital tools, knowledge systems and wider audiences for traditional artists, while addressing gaps in visibility, distribution and rights awareness.
Union Minister for Culture and Tourism Gajendra Singh Shekhawat said the initiative aligns with the Ministry’s ongoing efforts to preserve and promote India’s diverse folk traditions, adding that the collaboration is intended to help artists gain greater visibility and build sustainable careers.
Secretary, Ministry of Culture Vivek Aggarwal said the programme aims to expand access for artists across regions, enabling them to develop as independent creators while continuing to represent their cultural traditions.
From YouTube’s side, Managing Director India Gunjan Soni said the platform will work with the Ministry to support artists in reaching wider audiences and building long-term digital presence.
Programme scope
The initiative will include training and support across key areas such as:
- Digital content creation
- Channel management
- Monetisation strategies
- Copyright awareness
- Use of analytics tools
The Ministry of Culture will lead the programme through its network of institutions, providing access to facilities, regional connections and mentorship, along with developing localised training material.
YouTube will support implementation by enabling training and guidance on platform best practices and audience development.
India’s folk and tribal music ecosystem continues to face challenges around global visibility, digital distribution and understanding of intellectual property in a platform-led environment.
The partnership is intended to address these gaps through structured training, access to infrastructure and ongoing institutional support.
