TAFMA is widely recognized for its effort in organizing music festivals, cultural exchanges, and industry partnerships. The Task Force for Music & Arts (TAFMA) is an initiative of the government of Nagaland, dedicated to promoting music, arts and creative industries in the state. It has been instrumental in positioning Nagaland as a vibrant hub for music and arts in India. By fostering collaboration with global platforms like Spotify. Music has long been a vital component of cultural identity, and for the musicians of Nagaland, the Task Force for Music & Arts (TAFMA) has been a driving force in nurturing and promoting local talents. One of its most significant initiatives in recent years has been its collaboration with Spotify, the world’s leading music streaming platform. This partnership has provided a global platform for the Naga artist, allowing them to showcase their music to a wider audience, generate revenue and gain recognition beyond their home state.
Theja Meru, Chairman of Task Force for Music & Arts (TAFMA) observed that there has been an incredible growth in the state’s music ecosystem. And has been actively participating with Spotify to promote the global presence of Naga artists. Theja Meru saw with the local artistes from Nagaland this year, how musicians like Abdon Mech, KL Pamei and Trance Effect drew a huge crowd for their music alone.
The Collaboration
One of the most significant steps taken under this collaboration was the creation of a curated playlist featuring Naga musicians. In November 2020, TAFMA curated a Spotify playlist featuring 20 handpicked tracks from Naga artists across various genres allowing them to reach a broader audience. This initiative aimed to promote Naga musicians and encourage them to distribute their music digitally, thereby increasing their reach and revenue potential. TAFMA has engaged with Spotify Indian’s leadership to discuss strategies for promoting Naga artists on global platforms.
In 2023, Theja Meru, met with Padmanabhan NS, Head of music at Spotify India, to explore opportunities for Naga artists to reach international audiences. This initiative encouraged musicians to distribute their works digitally and explore the benefits of online streaming. TAFMA has actively engaged with Spotify leadership to discuss ways to promote Naga artists. On March 18, 2025, Theja Meru, attended the second Spotify-facilitated round table in New Delhi.
Apart from playlist curation and strategic meeting, TAFMA has been instrumental in educating artists about digital streaming and its benefits. In partnership with organizations like the Indian Performing Rights Society (IPRS), TAFMA has organised workshops to help musicians understand music rights royalties, and the importance of copyright protection.
Before digital streaming platforms, Naga artists faced significant challenges in reaching listeners outside their region. Spotify has allowed them to showcase their talent to an international audience, leading to greater recognition and opportunities. With music streaming becoming a mode of consumption, artists now have a new source of income through royalties earned from streams. This financial support is crucial for independent revenue sources like live concert or physical album sales. By collaborating with Spotify, TAFMA has demonstrated the importance of independent music. Artists no longer need to rely solely on record labels to succeed; they can distribute their music independently and still find an audience. Exposure to a global platform like Spotify has opened doors for Naga musicians to collaborate with artists from other regions and countries. This has enriched their music by bringing in diverse influence and style.
TAFMA’s collaboration with Spotify marks a significant milestone in the promotion of Naga musicians. By leveraging digital streaming, artists from Nagaland now have the opportunity to reach a global audience, generate income, and gain industry to reach a global audience, generate income, and gain industry recognition. While challenges remain, this partnership serves as an inspiring example of how technology and strategic collaborations can empower independent musicians. With continued efforts, TAFMA and Spotify can further strengthen Nagaland’s music scene and bring its unique sounds to the world stage.