The Ministry of Culture, Government of India, has signed a Memorandum of Understanding (MoU) with YouTube to promote and amplify India’s traditional folk and tribal music on a global stage. The agreement was formalised in New Delhi in the presence of Union Minister for Culture and Tourism Gajendra Singh Shekhawat, Culture Secretary Vivek Aggarwal, and Gunjan Soni.
The initiative aims to empower folk and tribal artists by providing access to digital tools, training, and wider audiences. It will focus on strengthening the ecosystem through digital skilling, awareness of intellectual property rights, collaboration opportunities, and sustainable career pathways.
Under the partnership, the Ministry will offer strategic oversight and leverage its network of cultural institutions to provide infrastructure, regional access, and mentorship. A joint task force will guide execution and impact. YouTube, on the other hand, will support artists with training in content creation, channel management, monetisation, copyright practices, and audience analytics.
The collaboration seeks to address long-standing challenges around global visibility, digital distribution, and rights awareness for India’s diverse folk traditions, while enabling artists to build sustainable careers and reach global audiences.
