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