Task:
Ensure strategic cooperation between Yandex Music and the Yeski Taspa project, supervising negotiations and administrative processes, and promoting the popularization of Kazakhstan's musical heritage through exclusive digital content.
What was implemented on our part:
- Negotiations between Yandex Music and the Yeski Taspa team, building mutually beneficial terms of cooperation.
- Legal coordination - signing contracts, financial reporting and monitoring the fulfillment of obligations.
- Organization of exclusive integration with Yandex Music, providing access to listening to new episodes of the show only on the brand platform.
- Ensuring interaction between the brand and the production team, monitoring the implementation of tasks and meeting expectations.
- Managing the project's social networks (Instagram / TikTok)
What was implemented within the project:
- Launch of the third season of Yeski Taspa, focusing on performing iconic Kazakhstani songs in a new arrangement.
- Participation of popular young Kazakhstani artists presenting music in a new sound: AMRE, Marhaba Sabi, Mona Songz, Miras Zhugunsov, Erkesh Khasen, ORTA, Tomiris Nurkozha, etc.
- Exclusive access to listening to audio versions of the show on Yandex Music, which strengthens the brand's position as a key digital partner.
- Expanding the project's audience by posting on Yandex Music and other streaming platforms.
Results:
- 33 episodes over three seasons, demonstrating the project's sustainable success.
- More than 15 million views on YouTube.
- More than 8 million plays (data for the first season only).
- Growing recognition of Yeski Taspa, attracting a new audience through Yandex Music.
- Strengthening the image of Yandex Music as a platform supporting the local music industry.
The Yandex Music x Yeski Taspa (Season 3) collaboration is an example of smart branding, where the digital platform integrates into the country's musical heritage, offering exclusive content and strengthening the connection with the audience.