IPRS and YouTube Join Forces to Empower Indian Musicians
The music industry is evolving fast, and so are the conversations around how artists get paid for their work. At a recent Fireside Chat titled Beyond the Beat: IPRS & YouTube Powering India’s Musical Legacy, two key voices in the ecosystem, Rakesh Nigam, CEO of IPRS (The Indian Performing Right Society), and Devad Shells from YouTube, came together to unpack how India’s creative economy is being reshaped by fair royalties, education, and technology.
Rakesh Nigam spoke about how IPRS has undergone a major transformation since 2017. What was once seen as a complicated system for royalty distribution has now become a transparent, artist-focused network built on education and collaboration. He emphasized that IPRS’s mission goes beyond just collecting royalties; it’s about ensuring every author, composer, and publisher knows their rights and gets paid fairly for their creations. This cultural shift has also led to more song camps and creative hubs across India, where artists and composers collaborate, learn, and build sustainable careers.
Devad Shells shed light on YouTube’s evolving role as not just a video-sharing platform but one of the largest sources of music monetization globally. For independent and mainstream artists alike, YouTube has become a vital revenue stream through ads, memberships, and licensing. He noted that while there are still challenges with claim accuracy and fair royalty distribution, the platform continues to refine its systems to make sure more creators see the value of their work reflected in their earnings.
Both panelists agreed that the heart of the issue lies in awareness. Many musicians, especially those new to the industry, aren’t aware that every song they write, compose, or perform has multiple rights attached to it, each with potential income streams. IPRS has been conducting workshops and educational sessions to bridge that knowledge gap, helping artists understand the business side of their creativity.
The conversation also touched upon the growing importance of paid subscriptions and digital licensing. With India seeing an explosion of digital music consumption, platforms like YouTube, Spotify, and Gaana are becoming central players in the new music economy. Nigam highlighted that IPRS’s collaborations with these platforms ensure that royalties are distributed more accurately and efficiently than ever before.
What stood out most from the session was the sense of shared responsibility. YouTube and IPRS are not operating in isolation; they’re building a framework where creators can thrive. Songwriters and composers, often the unsung heroes behind India’s biggest hits, now have stronger systems in place to protect their work and get the recognition and payment they deserve.
The Fireside Chat served as a reminder that India’s music scene is no longer just about hits and headlines. It’s about fairness, education, and empowerment. As more creators register with IPRS and leverage platforms like YouTube to distribute their music, the industry is shifting toward a future where art and business coexist on equal footing.
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