Why is festival market still weak in Kazakhstan?

The seasonal factor plays a big role in the entertainment industry. In summer, there are fewer theater premieres or new movies but more guest performances and festivals, which are quite popular among those who dive deep into cultural life.

Festivals have a rich history in Kazakhstan and especially in Almaty, which used to be a venue for popular festivals such as Voice of Asia, Alma-Ata – My First Love! and Zhas Kanat in the 1990s. The presence of many talented artists, convenient venues and energetic organizers has boosted the festival movement in Kazakhstan.

However, the very format of festivals has changed over the years. In the past, they were primarily massive events conducted on big concert stages. In contrast, now, these are multifunctional spaces with various thematic areas where people can move freely and enjoy the atmosphere. This evolution attracts a bigger audience, offering guests a music program, leisure, entertainment and nice food.

This trend is spreading far beyond Almaty in many other cities of Kazakhstan. There is Kostanay Music Fest, for example, which attracts more than 15,000 people for the second year in a year. Esquire Picnic is another popular event organized in Almaty, Astana, Shymkent and Aktau.

This summer is going to be very interesting in terms of festival programs in Kazakhstan. About ten big events are expected to take place throughout the country, including Level Up Open Air on June 15 and Comic Con Astana 2024, scheduled on July 25-28.

That being said, this market is immature. There are many problems like incoordination between event schedules that disperse the audience and even offer the same performers to spectaculars at different festivals. As long as competition is intensifying and the number of events is growing, event organizers are forced to come up with more and more creative ideas. First of all, they bet on new locations, new interactive formats and new headliners.

It is worth noting that the tourist potential of Kazakhstani festivals is also growing. Recently, local events have grabbed the attention of not only locals but Kazakhstanis from other regions of the country and even foreigners. Like Europe and the U.S., where many festivals are in fact international events, Kazakhstani festivals should also develop in this direction. Unique culture, rich musical heritage and astonishing landscapes – all of these create great premises for the development of various festivals capable of offering something unique even to demanding foreign audiences. Of course, it would require organizers to stick to their creative searches and innovations. That is the point. In this case, Kazakhstani festivals have a chance to become bright stars on the global cultural horizon.