01624nas a2200133   4500000000100000008004100001260001200042100001400054245007800068856015100146300001200297490000700309520117400316       2023                            d  c2023///1 aA. Wagner00aGaddi Music in the YouTube Era: Regional Identities and Cultural Heritage  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85176314901&doi=10.2218%2fhimalaya.2023.7822&partnerID=40&md5=6adfa81daa380ae57b459353e96574ed  a86-99, 0 v423 aGaddi music videos have millions of YouTube views and Gaddi singers are prominent among Himachal Pradesh’s folk music artists. The Gaddi community is connected in popular imagery to the mountains and known as transhumant agropastoralists who rear sheep and goats. A characteristic of Gaddi singers present online is their activity offline—cultural programs, concerts, and religious rituals. Gaddi vernacular music, online and offline, promotes a version of their cultural identity that is tied to their pastoral heritage. Digitalization has lowered barriers to music production and consumption and, thus, enlarged the possibilities of artistic representations. The YouTube videos produced are highly professional. Their presentations of cultural heritage coincide with a rapid transformation of Gaddi lifestyles in everyday life. The connection between digital Gaddi music and cultural heritage is part of a broader development in productions of regional music in India. In the digital era, regional identities are being reaffirmed, not devalued, by producers and consumers with an increasingly cosmopolitan outlook. © 2023 Macalester College. All rights reserved.