Astana – Kazakhstan has seen an impressive rise in its pop music scene over the past few years, with a new wave of talented artists emerging and captivating audiences. In a world where music has the power to bring people together and bring about change, Kazakh band Ninety One has emerged as a pioneer of cultural expression and social activism.
From left to right: ZaQ, Bala, Alem, Ace. Photo credit: Spotify
A unique blend of pop, hip-hop and Kazakhstan sounds, the group has embraced the power of language to captivate audiences and advocate for change. Breaking stereotypes and breaking down barriers, Ninety One uses music to challenge social norms, spark conversations on important issues, and become a voice for Kazakhstan’s youth.
Durat Mukhamedkariyev, 27, who goes by the stage name ZaQ, is from Semey, eastern Kazakhstan. Photo credit: kprofiles.com
Founded in 2014 as part of the K-Top Idols project, a singing competition to find talented people who could form a band, the Ninety Ones include ZaQ (Durat Mukhamedkariyev), Ace (Azamat Ashmaqin), Alem (Batilhan) Malikov) includes four singers. and a rose (Daniyal Kurmsin). Azamat Zenkaev, nicknamed AZ, left the group in 2020.
Ace, 29, passed an internship at a major South Korean SM entertainment agency before joining the band. Photo credit: ntk.kz
Their band name refers to 1991, the year Kazakhstan became independent.
split public perception
The band debuted in September 2015 with the song “Aiyptama” (Don’t Blame Me), which topped the charts for almost 20 weeks. The music video currently has 4.5 million views on YouTube.
In 2015, bright outfits, make-up and long, colored hair weren’t reminiscent of Kazakh male bands, but Ninety One broke all norms and barriers. In a society steeped in patriarchal norms, the reception to the band was not rosy.
The group’s first tour was interrupted in nine regions of Kazakhstan, either canceled at the last minute without warning or due to protests against the band. The singers were criticized for their “untraditional” appearance.
Alem is the stage name of Batilhan Malikov (30).Photo credit: Alem’s Instagram page
“We saw it coming. We were going to be scandalized and we knew it would be difficult. I realized that I couldn’t get any further without pushing the boundaries, and show business has become too localized, and we are a free country, so that’s what bothers us. should see the big picture and everyone knows that,” said former producer Jerborat Bederkahn.
Despite the controversy, tickets to their concerts sell out within minutes to hours, and a growing number of fans call themselves the Eagles in Kazakhstan’s cities. Both are predominantly young, but have more supporters than opponents.
“If you look at things generally and try to classify young people roughly, you can see two main groups. One is the urbanized youth who grew up in cities. Yes, because before, most urban residents spoke Russian, but since the 2000s, a new urban generation has emerged whose parents migrated from the countryside,” says sociologist Selik Beysenbayev. said in a documentary about the band “Men Sen Emes” (Face the Music).
Daniyal Kurmsingh, 25, aka Bala, has had a passion for singing and music since childhood.Photo courtesy of Bala on her Instagram page
“On the other hand, there are also very traditional young people, which are more common in Kazakh-speaking countries. They are now promoting traditional values in society,” he said. He added that the Ninety One Band is the “acid test” that young people belong to.
A breath of fresh air in Kazakhstan’s show business
Ninety One is a breath of fresh air in Kazakhstan’s show business, where there was little diversity in terms of what singers looked like or what they sang.
In an interview, Bara said that Kazakhstan’s show business is mainly made up of the adult generation. That changed when we became a band.
“You can only become an artist when you are an adult. And there was no Kazakh content on the Internet. From the moment I was born until I joined the band, nothing had changed,” said Bara, who was only 17 when the group debuted.
Rise of the Kazakh language
Many people recognize similarities to K-pop, but Ninety One stands out for its distinct characteristics. That is the motivation for promoting the Kazakh language.
Screenshot of the “Taboo” music video by another popular music band, Irina Kailatovna. The song’s lyrics contain references to serious social problems in the country and to George Orwell.
In a 2021 interview with the BBC, K-pop expert Professor Lee Gyutag said that while Q-pop is seen as “a tool for building national culture,” K-pop is “more of a private sector.” It is a cultural product promoted by companies.”
Ninety One has helped revive and popularize the use of the Kazakh language in contemporary music. In doing so, they aim to inspire pride in their language and encourage Kazakh youth to embrace their roots.
“When I was a kid, I couldn’t just enjoy a nice show with cool music in my own language,” says ZaQ.
The group has announced that they will be releasing a new album, Gap, on July 7th.Photo credit: Ninety One Instagram page
According to Elborat Bederkan, who served as the band’s producer until 2022, the Kazakh language is an integral part of Kazakh self-awareness. Speaking last month at an event on the development of creative industries, Bederkhan said language is the code that conveys people’s national and cultural values.
“We have to produce thousands of hours of Kazakh content every day, so other countries will pay attention to us. Many people from countries have started to follow our example,” Bederhan said.
Ninety-One reflects how the entire country is about to be liberated from its Soviet past.
Promoting the use of this language goes hand in hand with the way people try to remember their national identity. After 70 years under a Soviet regime that completely suppressed ethnic identity, finding it is a long process.
“[I want] More soul, more truth. Because when I listen to the artist’s songs, I feel like he’s communicating with me. Such music changes me and my worldview. The power of music is that listening to an album can make you a completely different person. It’s time to say something to people,” Zach said in the group’s May 2022 interview with Elle.
It has been 31 years since Kazakhstan gained its independence, but it is only recently that there has been a resurgence in embracing a national identity. People, especially the younger generation, are encouraged to speak the Kazakh language, choose traditional clothing, read Kazakh literature, and remember tragic pages of Kazakh history, such as the Ashar-Silik (hunger) and Stalinist repressions. , are becoming more enthusiastic.
The nurturing of cultural and historical identity and the importance of youth education are the focus of President Qasim-Jomart Tokayev’s speech at the Second National Kuriltai Conference in Turkistan on June 17.
Using music to advocate for children’s rights
On May 16, the United Nations Children’s Fund (UNICEF) appointed Ninety One members as national goodwill ambassadors. They use their voice and publicity to advocate for children’s rights, especially their mental health and online safety.
From L to R, Batilhan Malikov (Alem), Durat Mukhamedkariyev (ZaQ), Azamat Ashmakin (ACE) and Daniyar Kurmsingh (Bala) during a public event when the group was selected as UNICEF Goodwill Ambassadors. Photo Credit: UNICEF/RuslanKarsamov
“Music brings people together. We hope that through music we can reach people’s hearts and raise awareness about the most critical issues facing children in Kazakhstan,” said group member Ace. said.
“We know how you feel when you’re being bullied, and public opinion is shaped against you based solely on how you dress. We know how difficult it is to deal with bullying.” Now we have the opportunity to support UNICEF programs and help children overcome these challenges,” Barra said.
Arthur van Diesen, UNICEF Kazakhstan representative, said Ninety One has “a huge youth appeal”.
“Music gives people hope. Ninety One brings together a new generation of Kazakhstan artists with a great youth appeal. I am confident that he will become a national goodwill ambassador,” he said at a public ceremony.
Below is the music video for Ninety One’s popular song “Men Emes” (Not me), which reads, “Holding the flag tight, it was hot and cold.”
