What we did:
- Conducted negotiations between Raffaello and Ninety One, ensuring that the partnership matched the values of both parties.
- Supervised the contract conclusion process, working out the key conditions and expectations for the cooperation.
- Provided comfortable conditions for interaction between the brand and the artists at all stages of implementation.
Results:
- Ninety One recorded a mini-album “Mahabbat sozi”, inspired by the works of Abay Kunanbayev, including the tracks: “Aittym salem, Kalamkas”, “Kozimnin qarasy”, “Zhelsiz tunde zharyq ai”
- On the first day, the publication about the album gained 15,000+ “Likes” on social networks, causing an active discussion among the Kazakhstani audience.
- Later, video clips were released for these compositions, which strengthened the success of the project.
- The collaboration emphasized the importance of preserving Kazakhstani culture through modern formats, allowing Raffaello to become part of this cultural dialogue.
The project demonstrated how a brand can integrate into the music industry while maintaining authenticity and values, and highlighted the importance of a creative approach to partnerships.