In a move aimed at strengthening the global presence of India’s traditional arts, the Ministry of Culture has signed a memorandum of understanding with YouTube to promote and amplify Indian folk and tribal music on a global stage. The agreement was formalised in New Delhi in the presence of key government and industry representatives.

According to a press release issued by the government, the collaboration aims to empower traditional artists by providing access to digital tools, training and wider audiences, while building sustainable pathways for growth in the evolving content ecosystem.

Union Minister for Culture and Tourism Gajendra Singh Shekhawat described the initiative, announced on March 25, as a significant step towards preserving and promoting India’s diverse folk traditions.

He said the partnership aligns with the Ministry’s broader goal of nurturing the creative economy and ensuring that artists gain visibility, recognition and long-term sustainability both in India and globally.

Vivek Aggarwal, Secretary, Ministry of Culture, highlighted the focus on democratising access for artists across the country. He noted that by combining the Ministry’s infrastructure with YouTube’s global reach, the initiative aims to help folk artists evolve into independent creative entrepreneurs while continuing to uphold their cultural heritage.

From YouTube’s side, MD-India Gunjan Soni emphasised the platform’s commitment to supporting creators from every corner of the country. She said the partnership provides an opportunity to preserve and amplify India’s rich musical traditions while equipping artists with digital skills and sustainable ways to build audiences worldwide.

The initiative will focus on strengthening the ecosystem of Indian folk and tribal music through structured training programmes, awareness of intellectual property rights and improved collaboration opportunities. It also seeks to address long-standing challenges such as limited global visibility, lack of digital distribution and gaps in understanding rights within the modern content landscape.