“Like, share and subscribe” is one of the most trending phrases in today’s age of social media. You might glimpse the remotest region of India that you never heard of. Channels like Instagram and YouTube give you a slice of their culture through the feed on their account. The current cultural zeitgeist is smartly leveraging social media tools to reach a global platform. Moreover, the fashion of blending traditional art with a hint of contemporary is catching up soon. This, in return, is paving the way for better visibility and easy access to showcase talent. Among its many influences, “Influencers of tradition” are slowly gaining popularity and attention. Social media’s role in promoting Indian art and culture has developed as a powerful tool for connecting people, and ideas and fostering communities

The Rise of Social Media in India

India’s digital platform has developed dramatically over the past decade. As of 2024, India has over 750 million active internet users. A significant portion of it is engaging on social media platforms like Instagram, YouTube, Facebook and more. This widespread connectivity has empowered artists to reach a global audience, share their work and receive support. Additionally, the added features of these platforms, like hosting a shop, live sessions and so on break the barrier between consumers and artist entrepreneurs.

Indian Art on Social Media – Reviving Traditional Art Through Digital Platforms

1. Instagram: A Visual Treat for Traditional Art

Instagram is a total package for artists looking to promote their art. With its focus on visual content, it has become a hub for folk and traditional artists to showcase their work. Short videos, interactive live sessions, a carousel of images and the opportunity to host an online shop works in favour of the artist. The audience is engaged over the quick bytes of information and creativity. Collaboration is an added advantage to further support the folk artist community. The platform’s algorithm, favouring engaging and aesthetically pleasing content, works well for traditional art forms that are visually appealing.

Instagram pages like @studioartforall, @matanepachedi_, @urvashiadhye, @okhai_org and many others like them are supporting, promoting and preserving Indian traditional art forms. These Instagram users use the platforms to share high-resolution images of their work, host tutorials/workshops and blend the art with other mediums like apparel or accessories. This not only educates the global audience but also garners attention from potential buyers and patrons.

2. YouTube: A Platform for Learning and Engagement

YouTube serves as a repository for knowledge and a tool for interaction. Artists and enthusiasts use it to create detailed videos, and tutorials and document the history of traditional art forms. Through videos and vlogs, artists also exhibit their journeys and stories. It further encourages fellow members of the community to share the limelight and showcase their talent. 

Facebook: Community Building and Support

Facebook’s community-centric approach allows traditional artists to create groups, host events, and connect with like-minded individuals. This fosters a sense of community and provides a support system for artists.

Indian Art on Social Media – Preserver and Promoter

1. Visibility and Reach

Social media bridges the gap between local artisans and global audiences. Instagram accounts regularly feature traditional crafts and the stories behind them, drawing attention from international followers who might never have experienced or known these art forms otherwise.

2. Educational Content

YouTube channels provide tutorials, historical contexts, and in-depth explorations of various traditional arts. These educational resources help demystify complex art forms and make them accessible to a wider audience, ensuring that the knowledge is passed on to younger generations.

3. E-commerce Integration

Platforms like Instagram and Facebook have integrated shopping features that allow artisans to sell their work directly to consumers. For instance, the Instagram page @itokri showcases and sells a variety of traditional Indian crafts, enabling artisans to reach a broader market without relying on middlemen, which often results in better financial returns for the artists.

4. Collaborations and Influencer Endorsements

Influencers and celebrities play a crucial role in promoting traditional arts. Bollywood actors like Vidya Balan and Sonam Kapoor regularly endorse traditional attire and accessories on their social media accounts, driving trends and increasing demand for these products. Collaborative campaigns with influencers can bring substantial visibility to lesser-known art forms.

All Under One Roof – Rooftop

Rooftop is one of the leading platforms that makes Indian traditional art accessible and comprehensible for all. If you are an art enthusiast, then you need not hop and skip to different channels to look for things regarding Indian art forms. Rooftop, is the ideal one-stop destination for all artists from different skill ranges. Over time, Rooftop has become synonymous with Indian traditional art. Online and offline workshops, exhibitions, social media presence and various collaborations, Rooftop has been propelling Indian art through various platforms. The rooftop app is another interesting medium to understand, follow and co-create with popular Indian artists.

In Conclusion

Social media has undeniably transformed the landscape of traditional Indian art. By providing visibility, education, direct market access, and influencer support, these platforms are instrumental in ensuring that these ancient art forms continue to thrive in the modern world. The digital renaissance of Indian traditional art is a testament to the power of social media as a tool for cultural preservation and promotion.

As we move forward, it is essential to support these digital efforts and encourage more artists to leverage social media. This not only helps preserve the rich cultural heritage of India but also ensures that traditional artists can sustain their livelihoods and pass on their invaluable skills to future generations.