Yeski Taspa

About us

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Projects

Yeski Taspa

Projects

Kazakhstan has a rich musical heritage that many young people are unfamiliar with.
We needed a project that would bring classic Kazakh hits back into modern culture, present them in a fresh emotional way, and simultaneously promote the Kazakh language among the new generation.

Challenge

Numbers

Music Project & Cultural Platform

Client: Internal Artjaq project
Creative studio: Artjaq
Role: Concept, production, creative direction, strategy

14,000+

Total comments

25,000,000+

Total views

54

Episodes

4

Seasons

Execution

4 seasons, 54 episodes.
Each episode features a live performance by a young artist.
Modern, genre-diverse arrangements that highlight the beauty of the original songs.
A unified visual style and contemporary art direction.

We created Yeski Taspa — a music revival project where young artists perform legendary songs from previous eras in completely new arrangements. The project blends nostalgia with modern sound, transforming classics into culturally relevant content.

Each episode is a meeting of generations:
a new interpretation of a familiar melody and a visual–musical dialogue between the past and the present.

Idea

Format & Presentation

Project Infrastructure

Full concept development by Artjaq.
Complete production of every episode — recording sessions, mixing, mastering, video production.
Artist collaboration, casting, creative direction.
Cover art, teasers, and platform-specific adaptations.

Production & Concept

Audio releases for all seasons on streaming platforms:

Apple Music, Spotify, YouTube Music.

Project available on:

— Artjaq’s official YouTube channel
— KinoPoisk
— Freedom Media platform
— Air Astana in-flight entertainment screens

A cohesive visual and digital catalog of songs under the Yeski Taspa brand.

The strategic goal was to bridge generations and present classic songs as a modern cultural product.

Key approaches:

Using contemporary artists as a direct connection to youth culture.
High-end production quality comparable to full-scale music videos.
Expanding the Yeski Taspa universe across streaming platforms, media outlets, and audio services.
Positioning brands as cultural partners within the project ecosystem.

Collaborations with:

Jusan Bank
Orta
Freedom Media

Partnership Projects

Strategy

54 video episodes (4 seasons)

Full catalog of audio releases

Visual identity

Cover artworks and teasers

Studio recording & artist sessions

Branded special episodes

Playlists and digital projects under the Yeski Taspa name

Content

Yeski Taspa has become one of the country’s leading music projects, reigniting interest in Kazakh pop and folk classics.

It has grown into a notable cultural event recognized as “old songs in a new way.”
Thousands of comments reflect how viewers rediscovered the music of their parents.

Placement on major platforms strengthened its status and expanded its audience reach.

Impact

Team

Go to projects

Creative Director & Director: Askhat Bayanov
Producers — Nurila Shakirova, Azamat Demegen, Askhat Bayanov
Production — Artjaq
Brand Partnerships Manager — Azamat Demegen
Naming — Dulat Mukhametkaliev

ARTJAQ

We invent and shape events that become part of culture.