In order to show how Sami music videos voice a Northern minority culture on the global and digital arena of YouTube, this article brings together and interconnects the promotion of the Sami people in and through Sami YouTube music videos from Finland, Norway, and Sweden. The videos were selected from a corpus created through a netnographic search and were analyzed using Elleström’s model for communication. The findings related to the comments connected to the videos show both primary and secondary chains of communication, sometimes intersecting, and addressing both in- and out-groups through multimodal means. Finally, the analysis of the presemiotic and semiotic resources of the videos brings to the fore the stories told: of the forgotten history, the exploitation of the land and the resistance thereof, the place of symbolical myths in contemporary society, and the need to hold onto dreams and love.