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‪The music industry of the Garhwali area (North India) produces popular music clips that are sung in the regional dialect and broadcasted mainly on the Internet. Such videos appear to be a medium for the commitment of listeners: they federate viewers from various geographical and socio-professional backgrounds, whose music-oriented exchanges foster interpersonal connections as well as aesthetic or ethical debates. Garhwali clips are uploaded on streaming websites such as YouTube, but also on informative websites that focus on Garhwal or on personal pages and blogs. On all such platforms, it appears that those listeners who live abroad or outside Garhwal are particularly keen on commenting the political and cultural content displayed in music clips. This listening practice is charged both emotionally and ideologically, so that it poses several challenges to both distributors and creators: whereas all members of the music industry benefit from the clips’ capacity to capture the consumers’ attention, not all of them are equally able to generate value from this attention, especially in terms of legal leverage.‪