Description
“Iskra” (Spark) is a project by Yandex Music that helps young artists light up faster and find their audience. We notice those who stand out on “My Wave” thanks to algorithms and user support. After that, the musicians are added to the “Iskra” playlist and get even more attention from listeners.
In Russia, the project has been running successfully since 2022, and in Kazakhstan — since 2023.
In spring 2025, we launched it in Uzbekistan for the first time. Here, it received an authentic name — Uchqun, which translates to “Iskra” in Uzbek, meaning “Spark”.
It is important to note that this is the first initiative to support young artists in the country.
We paid special attention to creating branding for Uchqun. The project gained its own identity, distinct from the Russian and Kazakh versions. It was born at the intersection of traditional Uzbek art and Yandex Music branding.
It was inspired by the traditional ikat pattern, which visually conveys rhythm and movement. The logo was built around the image of a spark: it combines sharp shapes with soft lettering reminiscent of a glow.
Our goal is to make a bold statement about the launch of a project that is innovative for Uzbekistan’s music industry. And to do it while staying true to our mission: giving a boost to talented local artists.
The launch centered around a large-scale event at an unusual venue — the “Institute of the Sun” in Tashkent. This unique monument of the Soviet era unites science and architecture in a single space. The institute resembles a futuristic monument, where high-tech style intertwines with elements of local design.
Instead of regular event invitations, we sent guests stylish, branded long sleeves. To announce the project to a wider audience, we launched a series of unconventional placements: video messages featuring our young musicians in popular show-business Telegram channels.
The event took place on April 15. It was a private gathering with artists, influencers, as well as representatives of media, TV channels, and government organizations.
In addition to the project presentation and live performances by our “sparks” — Jamshid Ximmatov, qarz, AMELIS, Uchitayy, and Kamran Rakhim — we shared the project’s mission in the region with the guests.
At the event, we showcased the new branding on a large scale through a mapping installation. The “Institute of the Sun” transformed into a living canvas for light, sound, and projections, immersing the audience in an audiovisual experience.
Thanks to a cohesive and well-thought-out launch concept, we achieved strong results:
1. Over 200 guests attended the private event (planned KPI — 150).
2. The event’s atmosphere became a trigger for wow-content — guests actively shared it on social media. Coverage appeared in media, Telegram channels, and public pages, including Elle magazine, as well as a report on the popular TV channel ZorTv.
The total PR reach amounted to 6 million.
3. During the campaign, Uchqun became the most popular playlist on Yandex Music in Uzbekistan:
— 18,207 unique listeners, with a total of 164,973 streams;
— +4M streams in the service within a week (growth from 87M to 91M);
— +1,257% increase in streams for the playlist’s headliner, Jamshid Ximmatov (supported by placements in 12 Telegram channels with a combined reach of 870,000).
The launch of Uchqun is about more than streams and reach. It’s about a new wave and a new sound of the country — one that has been heard and embraced.
Credits
Creative Director — Konstantin Kovalenko
Producer — Ulyana Zyabkina
Art Director — Alexander Pevchev
Designer — Mereke Atrauov
Copywriter — Diana Rustambekova
Marketing Manager, Yandex Music Uzbekistan — Sabina Avanesova
Head of PR Projects, Uzbekistan — Feruza Nurmukhamedova
Head of Event Projects — Elizaveta Klementyeva
Event Agency — MOC