Mumbai: YouTube has announced a series of strategic initiatives aimed at amplifying the global reach of India’s music artists, unveiled at the inaugural World Audio Visual & Entertainment Summit (WAVES). The new efforts are designed to fuel artist discovery, deepen fan engagement, and support independent voices across the country’s dynamic and rapidly evolving digital music landscape.
Among the headline announcements is the launch of YouTube Music Nights in India—a live, in-person concert series curated to bring fans closer to their favorite Indian artists. The initiative debuted at WAVES with powerful performances, including The Dharavi Dream Project x Beatpella and a special collaboration between KING and global DJ Alan Walker, setting the tone for the series’ immersive musical experiences.
YouTube also reaffirmed its support for independent artists through the upcoming Foundry Class of 2025, a continuation of its global artist development program. Past Indian participants, like Kayan—a 2022 Foundry alum who recently opened for Ed Sheeran—are prime examples of the program’s impact in fostering global opportunities for local talent.
To further promote regional diversity, YouTube expanded its Weekly Top Music Videos charts to include Hindi, Punjabi, Telugu, Tamil, Haryanvi, and Bhojpuri, with plans to introduce charts in additional Indian languages. These regional charts are part of a broader effort to enhance discoverability and recognition for artists across linguistic and cultural spectrums.
“Our investments in India are centred on a singular goal: to fuel the artist’s journey,” said Lyor Cohen, Global Head of Music, Google and YouTube. “Through our product and programs, we’re continuing to cultivate an ecosystem where discovery, listening, and passion forge meaningful fan connections. We are committed to helping propel India’s musical renaissance onto the global stage, empowering every single artist – from the biggest names to emerging voices in the smallest villages – to share the magic and power of their music with the entire world.”
Over the past two decades, YouTube has evolved into a vital platform for Indian music artists to reach global audiences. The platform’s focus on visual and versatile content formats—including long-form videos, Shorts, podcasts, and Live—has allowed creators to monetize through ten different revenue streams, while delivering immersive music experiences. Globally, music fans watched over 1.4 billion hours of music videos monthly on their TVs alone in the six months leading up to January 2025.
India’s music industry is experiencing a renaissance, powered by a rising wave of independent creators and regional innovation. YouTube continues to serve as a key enabler of this movement. In the last three years (2022–2024), YouTube has paid over INR 21,000 crore to Indian creators, artists, and media companies—reinforcing its role in building a sustainable and inclusive creator economy.
