Fueling India's Musical Renaissance: YouTube's Commitment to Artists, Fans, and the Future
India shares a unique, deep connection with music – it’s more than just listening; it’s woven into the fabric of daily life. When YouTube became part of the Indian digital landscape nearly two decades ago, it sparked a new way for artists to connect directly and authentically with fans on a scale never before imagined.
Today, we're seeing an incredible wave of creativity: independent artists are flourishing, new sounds are emerging nationwide, and talents are crossing borders, building global connections through music. From the infectious beats of Punjab and Maharashtra to the soulful melodies of Tamil Nadu and Bengal, India’s diverse cultures are finding a worldwide audience. YouTube has become a global stage where these unique voices reach over two billion people monthly across more than 100 countries and 80 languages.
Supporting the Artist Journey: Growth, Connection and Collaboration
As these unique voices reach global audiences, we're committed to actively supporting artists throughout their journey. Our goal remains clear: fuel the artist's journey. We want to create an ecosystem where discovery, listening, engagement, and passion lead to explosive fan connections.
We're deepening connections by launching a new initiative in India: YouTube Music Nights. These vibrant events are designed to celebrate Indian artists and create unforgettable experiences. At the inaugural World Audio Visual & Entertainment Summit (WAVES), we kicked things off with a fantastic night in Mumbai featuring collaborations like the Dharavi Dream Project with Beatpella, and KING with Alan Walker, creating truly memorable experiences.
Our Foundry program remains a crucial pillar in supporting independent artists in India, providing them with resources to thrive. We've seen the impact through global alumni and India's own rising stars like Kayan, a Foundry alum from 2022 who recently opened for Ed Sheeran! We’re excited to announce our 2025 Foundry Class very soon.
And, to better spotlight local talent and success, we have expanded YouTube’s Weekly Top Music Videos charts across multiple languages. You can now find top music videos in Hindi, Punjabi, Telugu, Tamil, Haryanvi, and Bhojpuri. And, charts in more Indian languages will continue to be rolled out.
The Music Video Renaissance: A New Era for Visual Storytelling
Beyond these programs, we know that connecting with fans in India often involves powerful visual storytelling. In India, perhaps more than anywhere, music is a visual experience – full of vibrancy, choreography, and storytelling. We believe that pairing a great song with compelling visuals creates something truly special. That’s why the music video feels more important than ever. A well-crafted video helps artists stand out and allows fans to connect more deeply with the music and the artist's vision. This is especially true on the biggest screen in the house; in the six months leading up to January 2025, music fans globally watched over 1.4 billion hours of music videos monthly on their TVs alone. Helping artists leverage this power to build sustainable careers, not just break songs, is a key focus.
And as we consider the future of visual storytelling and how artists can continue to thrive, advancements in technology, particularly AI, open up exciting new avenues.
Innovating for the Future, Together
Building on the power of visual storytelling, the future of creation and fan engagement is filled with possibilities, particularly with AI. We believe AI can usher in a new creative era – one that enhances opportunities, enables innovation, and drives prosperity, developed in a bold and responsible way. We recently teamed up with the legendary Shankar Mahadevan to showcase our Music AI Sandbox, demonstrating how simple text prompts can streamline creativity and unlock new artistic expression. This is an ongoing journey, and we look forward to collaborating with the entire music industry to build this future together.
Our Commitment to India's Music
Our focus on innovation goes hand-in-hand with our commitment to building a sustainable ecosystem for artists. Supporting artists also means investing in a sustainable ecosystem. YouTube has paid out over INR 21,000 crore to creators, artists, and media companies in the last three years in India (2022-2024). We are committed to helping drive revenue for the Indian music industry, enabling artists and rights holders to invest in their craft, nurture new talent, and reach wider audiences.
This support helps fuel the creative explosion India is witnessing – a true musical renaissance that YouTube is honored to be part of. Our commitment is clear: we partner with India to fuel the future of its music. We aim to empower every single artist – from the biggest names to emerging voices in the smallest villages – and to bring the magic and power of Indian music to the entire world.
