How it all began:
In 2017, Ninety One performed at a concert in honor of the presentation of Samsung Galaxy S8, attracting the attention of brand representatives. Already in 2018, the first ever collaboration of Kazakh artists performing songs in Kazakh with a global brand started, which became a significant event for the industry.
This partnership not only emphasized the status of Ninety One as key artists of the youth audience, but also laid the foundation for future international collaborations of Kazakh artists with global companies.
Our role in the project:
- Conducted negotiations between Samsung and Ninety One, ensuring transparent and mutually beneficial terms of cooperation.
- Acted as intermediaries in discussing key aspects of the partnership, helping to adapt the integration to the creative style of the group.
- Ensuring comfortable interaction between the brand and the artists at all stages of cooperation.
- Controlled that Ninety One's participation in the campaign maintained their authenticity and corresponded to their positioning.
Collaboration during the pandemic:
In 2020, despite the restrictions, Ninety One continued their collaboration with Samsung, launching the first live concert in Kazakhstan as part of the partnership with the brand. This step became a significant moment for the Kazakhstani music industry, demonstrating new formats of interaction between artists and the audience.
Results:
- Ninety One became the first Kazakhstani group to enter into a long-term partnership with a global technology brand.
- The collaboration lasted for more than 6 years, proving its success and relevance.
- This case opened up new opportunities for artists and brands in Kazakhstan, showing that local performers can be integrated into the marketing strategies of global companies.
The partnership between Samsung and Ninety One became a key event for the local market, showing that Kazakhstani artists are capable of not only matching, but also strengthening global brands through their identity and influence.