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This paper interprets the use of the Auto-Tune effect (ATE) in popular music from northern India. The paper sets out to demonstrate the value of using YouTube channels to identify regionally calibrated listenerships and to demonstrate how three channels in the state of Uttarakhand use the Auto-Tune effect to contribute to regional identity through music. While processes of globalization spread the use of the ATE around the world, a closer examination of its local expression in the music markets of India and Uttarakhand demonstrates that local contexts and local/regional industries influence the way the ATE is applied.

Local Digital: Staging Geographies and Sonic Identities Through Auto-Tune Effects and Streaming Sites in North Indian Popular Music