Centre, YouTube join hands to digitally empower India’s folk artists

In a move aimed at strengthening India’s cultural ecosystem, the Ministry of Culture has signed a Memorandum of Understanding (MoU) with YouTube to equip folk and traditional artists with digital skills and global outreach opportunities.

The initiative is designed to help artists document, digitise and showcase their work to wider audiences, while also enabling them to build sustainable careers in the digital space. Officials described the collaboration as a timely step towards integrating India’s rich cultural heritage with modern technology.

Under the MoU, YouTube will act as a knowledge partner, conducting training sessions and workshops on content creation, channel management, and audience engagement. Artists will also be guided on intellectual property rights, ensuring they can protect and monetise their work effectively. The programme further includes education on analytics tools, allowing creators to better understand viewership trends and expand their reach.

The Ministry will provide institutional support through leading cultural bodies such as the Indira Gandhi National Centre for the Arts and the Sangeet Natak Akademi , which will facilitate training infrastructure, mentorship, and regional outreach. Access to recording facilities and curated learning material is also expected to be part of the initiative.

Officials said the collaboration seeks to bridge the digital divide that has historically limited the visibility of folk artists. By combining traditional art forms with digital platforms, the programme aims to expand access to global audiences while preserving India’s diverse cultural expressions.

The initiative also aligns with broader efforts to boost the country’s creative economy, positioning folk artists not just as custodians of heritage but as independent creative entrepreneurs. With growing global interest in regional and traditional content, the partnership is expected to open new avenues for recognition and income generation.