Task:
To develop Yeski Taspa as a unique musical project, updating traditional Kazakh songs in a modern sound. To update authentic content in the Kazakh language, making it popular among young people, and to implement the project with the support of Jusan, ensuring its long-term development.
Our role:
- Full coordination of cooperation between Jusan, Yeski Taspa and the ArtJaq team.
- Control of all stages – from concept development to final release.
- Popularization of the format – search for solutions that make the Kazakh musical tradition relevant for the new generation.
- Administrative and legal support – maintaining documentation, contracts, reporting to the sponsor.
- Social media management and digital promotion – communication management, content strategy development.
What was implemented:
Two successful seasons of Yeski Taspa with the support of Jusan.
Popularization of iconic Kazakh songs in a new sound, involvement of modern artists in the project.
Taking the project beyond YouTube – inclusion in streaming services and the onboard system of Air Astana.
Results:
- 33 episodes over three seasons, including 2 seasons supported by Jusan.
- 15+ million views on YouTube.
- 8+ million plays on streaming services.
- Formation of the image of Jusan as a brand supporting national culture.
- Strengthening Yeski Taspa as a flagship project for the revival of Kazakh musical classics.
The Jusan x Yeski Taspa collaboration has become a key case of updating traditional Kazakh music. Thanks to the development strategy and brand support, the project was able to successfully combine heritage and modern trends, attracting a new audience.