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Staying in Aktau: Creativity between opportunities and reality
Staying in Aktau: Creativity between opportunities and reality
Why Are Talent and Creativity Almost Always About Almaty?
Young people often make it their goal to move to the metropolis, believing it is the only place capable of turning their dreams into reality. Meanwhile, the regions are left somewhere behind.
The editors at The Voice Media spoke with Stas Nazarenko—marketer, founder of the "Black Flag" stand-up club, and creative figure. In this new op-ed, he shares why young talents are leaving Aktau for Almaty, and what needs to be done to keep creativity from fading in the regions.
Young people often make it their goal to move to the metropolis, believing it is the only place capable of turning their dreams into reality. Meanwhile, the regions are left somewhere behind.
The editors at The Voice Media spoke with Stas Nazarenko—marketer, founder of the "Black Flag" stand-up club, and creative figure. In this new op-ed, he shares why young talents are leaving Aktau for Almaty, and what needs to be done to keep creativity from fading in the regions.
Фото: instagram.com/stanislavnast/
Former Ambitions
Aktau is a city with a distinct character. Kazakhstan’s western region has always been known for its bold, unconventional approach to creativity. For instance, in the late 2000s and early 2010s, a vibrant hip-hop scene was developing here, with rappers Big Som and Skif at the forefront. Their 2008 joint track "7292" (the city's area code) became Aktau's unofficial anthem, while lines from the song "Doma Doma" made it easy to spot fellow Aktau locals in any crowd. The music video, uploaded to YouTube much later in 2012, has amassed 250,000 views—a impressive number for that era.
Today, the phrase "Doma Doma" is proudly displayed in Latin script at a streetwear store and on a multi-sport court in Aktau. Hip-hop culture catalyzed the growth of sports in this small city: the court regularly hosts sporting events, while the brand's sportswear has long expanded beyond Aktau, serving as a reminder of the locals' free spirit.
But what about creativity?
But what about creativity?
A Clear Contrast Between Two Cities
Almaty is home to over two million people, whereas Aktau’s population has only recently surpassed 300,000. This disparity directly impacts the proportion of creative individuals in each city: the smaller the population, the harder it is to find the right team to bring creative projects to life. Aktau’s creative resources are constrained not only by numbers, but also by the quality of its infrastructure. Despite ambitions to turn Aktau into a hub for tourism, the conditions for youth development here are simply no match for the opportunities available in Almaty.
Some young people leave their hometown of Aktau and relocate to Almaty in hopes of finding greater avenues for self-fulfillment. Meanwhile, those who remain are forced to contend with a lack of resources and infrastructure. Theatres, music venues, and film studios either operate far below capacity or do not exist at all. Yet, despite these harsh conditions, these young people strive to create something meaningful, often starting not from scratch, but from "below zero." Their success should be judged through this very lens—achieving impressive heights in the face of minimal support.
Some young people leave their hometown of Aktau and relocate to Almaty in hopes of finding greater avenues for self-fulfillment. Meanwhile, those who remain are forced to contend with a lack of resources and infrastructure. Theatres, music venues, and film studios either operate far below capacity or do not exist at all. Yet, despite these harsh conditions, these young people strive to create something meaningful, often starting not from scratch, but from "below zero." Their success should be judged through this very lens—achieving impressive heights in the face of minimal support.
More often than not, enthusiasm and love for one's city stem not from a genuine calling, but from a sense of helplessness.
Фото: instagram.com/clover_liveband/
Local Initiatives
Despite the overall lack of opportunities in the city, creative initiatives like the music label ImprovMusic are developing Aktau’s music scene. I helped grow this label, and today it supports young artists and helps bring their projects to life. Musicians now have the chance not only to perform in Aktau, but also to go on small tours across other regions. Among the label's roster is the live band Clover, which performs successfully at various events, including gigs at the city's top-tier restaurants.
Despite the overall lack of opportunities in the city, creative initiatives like the music label ImprovMusic are developing Aktau’s music scene. I helped grow this label, and today it supports young artists and helps bring their projects to life. Musicians now have the chance not only to perform in Aktau, but also to go on small tours across other regions. Among the label's roster is the live band Clover, which performs successfully at various events, including gigs at the city's top-tier restaurants.
Фото: t.me/aktown
Another example is the Aktown creative collective. These are young people creating high-quality Kazakh-language content who have recently started organizing music events. For instance, this year they hosted the "Zhinalaiyq" festival. While there were no big-name headliners or extravagant programming announced, Aktown managed to secure support from the government and major sponsors like Jusan Bank and Dodo Pizza. Most importantly, they brought together the city's creative youth, some of whom even got to perform on a major stage right on the Caspian Sea waterfront.
Meanwhile, the SMM team for the local Papa Johns branch is a prime example of a homegrown creative approach. It is precisely because of their work that the Aktau branch's account became the official primary Papa Johns account for all of Kazakhstan. They started by running the local pizzeria's Instagram account, creating videos based on global trends that racked up millions of views. Followers fell in love with the charismatic hero of their Reels and the team's original meme adaptations—for example, one of their recent clips was inspired by Temu promotional videos.
Another example is the Aktown creative collective. These are young people creating high-quality Kazakh-language content who have recently started organizing music events. For instance, this year they hosted the "Zhinalaiyq" festival. While there were no big-name headliners or extravagant programming announced, Aktown managed to secure support from the government and major sponsors like Jusan Bank and Dodo Pizza. Most importantly, they brought together the city's creative youth, some of whom even got to perform on a major stage right on the Caspian Sea waterfront.
Meanwhile, the SMM team for the local Papa Johns branch is a prime example of a homegrown creative approach. It is precisely because of their work that the Aktau branch's account became the official primary Papa Johns account for all of Kazakhstan. They started by running the local pizzeria's Instagram account, creating videos based on global trends that racked up millions of views. Followers fell in love with the charismatic hero of their Reels and the team's original meme adaptations—for example, one of their recent clips was inspired by Temu promotional videos.
Yes, Aktau certainly has examples of inspiring creative initiatives. But to be honest, young people rarely create with the sole intention of developing their hometown. Some have to stay in Aktau to be near family, while others cannot leave due to a lack of funds or health issues. If these young individuals had the opportunity to move to Almaty, many would do so without a second thought. Aktau is a city with potential, but the majority of talented youth dream of places that offer greater opportunities for growth and self-fulfillment.
The Potential of Aktau
Aktau possesses immense potential for the growth of its creative industry. The sea, beaches, yachts, and stunning sunsets all create a unique atmosphere that could serve as a rich source of inspiration for local creators. There is great room to develop stand-up clubs, filmmaking, and music projects—the potential is vast, but execution is held back by a lack of infrastructure and funding.
The city feels almost tailor-made to become a cultural hub, much like Miami or Los Angeles.
To keep and foster talent in Aktau, it is essential to build platforms and programs that support young people at the start of their journey. These could be small-scale projects that allow them to gain experience and take their first steps in a creative career. Even if these individuals eventually move to Almaty or abroad, their early achievements will forever be tied to their hometown.
In my view, the key step for developing the creative industry in Aktau will be unifying local creators. By joining forces and securing investors, they can launch initiatives and projects that will mark a real breakthrough for the city. Aktau has what it takes to become a place where people don't just grow up, but truly thrive as creators—building something unique, inspired by the beauty and spirit of their city.
In my view, the key step for developing the creative industry in Aktau will be unifying local creators. By joining forces and securing investors, they can launch initiatives and projects that will mark a real breakthrough for the city. Aktau has what it takes to become a place where people don't just grow up, but truly thrive as creators—building something unique, inspired by the beauty and spirit of their city.