The Infrastructure of Engagement: Musical Aesthetics and the Rise of YouTube in India

Abstract

Abstract This article analyses the rise of YouTube in India between 2008 and 2018 by focusing on two central themes: first, shifts in digital infrastructure that enabled the widespread consumption of streaming media; and second, the importance of music-media aesthetics in supporting the platform's predominance. Drawing on ethnographic fieldwork and close readings of videos by significant early Indian YouTube performers, I trace how an ‘aesthetics of intimacy’ facilitated the practices of ‘engagement’ that drove YouTube's expansion and monetization. The article thus highlights the infrastructuralizing capacities of musical aesthetics as they have allowed YouTube to become the predominant online platform for the circulation of videos and attention in India and beyond. Ultimately, I suggest that scholars of digital music cultures must attend to the intertwining of aesthetics and infrastructure to gain insight into the corporate industry imaginaries that guide platform expansion in emerging digital markets.