Description

Kazakhstan’s young musicians lacked platforms to be heard. Global players dominate digital space, while local voices remained unseen. The challenge was to give this generation visibility and connect them with millions of listeners through a meaningful brand partnership.
In 2024 and 2025, two Kazakhstani leaders united: OYU, the music platform for live performance, and Kaspi.kz, a fintech trusted by millions. Together we created a sponsorship model that empowered artists, engaged audiences, and showcased culture.
Content Integration: Kaspi.kz supported two seasons of OYU Live on YouTube, special projects like the Nauryz Special and documentaries, highlighting Kazakhstan’s music heritage and future.  Launched OYU Talent, a contest giving emerging artists the chance to perform on the iconic OYU stage.  At OYU Fest in Almaty and Astana, Kaspi.kz  became technology partner. Tickets were sold directly through the Kaspi. kz Super App — fast, simple, secure.
On-Ground Activation: Kaspi.kz corners at festivals engaged nearly 80% of visitors, driving over 10,000 activations. Digital Impact: 5.8M views on OYU Live, 70K views for Nauryz Special, 36K views across documentaries.
Audience Reach: 25,000+ festival guests; 10,809 ticket sales via Kaspi banners; 30,000+ new customers attracted.
Social Media: 33.2M views on Instagram, 5.2M on TikTok.
Brand Engagement: 328,678 ad clicks, 10,000+ offline activations. Kaspi.kz and OYU proved that sponsorship can be more than visibility. It can build cultural infrastructure. When innovation meets creativity, culture grows stronger — louder, prouder.

Credits

QARA Studios:
Aisultan Seitov, Director, Founder of Qara Studio;
Yerkebulan Kurishbayev, Executive Producer;  Mark Kotokonov, Producer; Perizat Seifulmalikova, Chief Marketing Officer;  Anel Toktar, Chief Operating Officer; Aida Ablayeva, Artist Relations Manager and the entire Qara Studios team.

Kaspi.kz:
Dmitriy Pak,  Chief Marketing Officer; Zarina Solodkaya, Brand Group Head;  Anastasia Mazylo, Brand Manager.