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Kairat Nurtas has been the undisputed king of Kazakh pop for almost two decades now.
Is Kairat Nurtas a total crush?
Is Kairat Nurtas a total crush?
Дизайн обложки: Катя Эл
Kazakh pop icon Kairat Nurtas has dominated the music scene for nearly twenty years as one of the nation's most in-demand performers—no major show feels complete without his presence, and his official YouTube channel commands over a million subscribers. The Voice Media breaks down Nurtas's journey to stardom and the secret behind his enduring hold on the nation.
Early Years of the Future Star
Born in Turkestan in 1989, Kairat Nurtasovich Aidarbekov is the eldest of three sons raised by Gulzira and Nurtas Aidarbekov. His parents were convinced of his star potential early on. Guided by his mother Gulzira’s ambition, nine-year-old Kairat took the stage in Baikonur, winning over the audience and sparking early promises of a bright career in music.
Driven to support his artistic growth, the Aidarbekov family moved to Almaty. It was here that Kairat completed his schooling before entering the Yelybekov College to study vocal technique and stage performance. He later continued his formal music training at the prestigious Zhurgenov Kazakh National Academy of Arts.
Driven to support his artistic growth, the Aidarbekov family moved to Almaty. It was here that Kairat completed his schooling before entering the Yelybekov College to study vocal technique and stage performance. He later continued his formal music training at the prestigious Zhurgenov Kazakh National Academy of Arts.
Early Career
Gulzira Aidarbekova spent a long time trying to find a producer for her son. However, when those efforts proved unsuccessful, she took matters into her own hands, becoming Kairat’s producer and manager herself. His breakthrough moment came on his eighteenth birthday during his very first solo concert, held in a large auditorium. They initially managed to sell only half the tickets, but as soon as Nurtas began to sing, people started pouring into the hall, leaving no empty seats by the end of the show. Following this success, Kairat Nurtas’s popularity soared: word of mouth quickly spread about a talented young artist performing soulful, lyrical songs. Soon after, tickets to his concerts were selling out within days.
Business
Launching his stage career at the age of 18, Kairat Nurtas achieved major success not only in music, but also in film and business. In February 2013, he launched a glossy magazine titled Kairat Nurtas, which covered backstage show business, music news, cinema, and the lives of local artists. Just eight months later, the pop star introduced his own clothing line. The Kairat Nurtas fashion boutique opened in one of Almaty's shopping malls, offering both men’s and women’s apparel, as well as footwear and handbags. The most affordable item in the boutique was a pair of socks priced at 1,500 tenge, while the most expensive was a line of exclusive, handcrafted women's tailcoats selling for 250,000 tenge.
Artistic Career
Among Kazakhstanis, Kairat Nurtas’s most cherished hits include beloved tracks such as “Zhureginnen bir oryn ber bos bolsa,” “Shydaimyn,” “Uyan kyz,” “Qazaqsha Lambada,” “Suigen qalam,” “Tugan kun keshinde,” “Unap barasyn,” “Zhumbaq kyz,” and “Maralym.”
In 2015, he recorded his famous song “Almaty Tuni” in collaboration with Russian pop star Nyusha, earning the prestigious Muz-TV Music Award for Best Artist of the Year in Kazakhstan.
Kairat Nurtas has also starred in several feature films, including Regret, The Bride, and Toi at Any Cost. His most acclaimed cinematic work became Arman: When the Angels Sleep, which won over both critics and audiences alike. Although the distributor withheld exact box office figures, media outlets reported an estimated gross of $900,000 against a $250,000 budget. Directed by Rashid Suleimenov, the film finally introduced viewers to Kairat’s now ex-wife, Zhuldyz Abdukarimova. Up until that point, the national favorite had managed to keep his personal life strictly private from the very start of his career.
In 2015, he recorded his famous song “Almaty Tuni” in collaboration with Russian pop star Nyusha, earning the prestigious Muz-TV Music Award for Best Artist of the Year in Kazakhstan.
Kairat Nurtas has also starred in several feature films, including Regret, The Bride, and Toi at Any Cost. His most acclaimed cinematic work became Arman: When the Angels Sleep, which won over both critics and audiences alike. Although the distributor withheld exact box office figures, media outlets reported an estimated gross of $900,000 against a $250,000 budget. Directed by Rashid Suleimenov, the film finally introduced viewers to Kairat’s now ex-wife, Zhuldyz Abdukarimova. Up until that point, the national favorite had managed to keep his personal life strictly private from the very start of his career.
Private Life
As it turned out, he and Zhuldyz had studied together at university and married in 2008. Following the premiere of Arman: When the Angels Sleep, the artist began actively sharing family photos on social media, revealing to fans that he and Zhuldyz had four children: two daughters and two sons. In a later interview, Zhuldyz Abdukarimova recalled how, right after signing their marriage license, her husband left on tour while she stayed behind with his mother and brothers, managing the household. In 2021, news of their divorce surfaced, though the couple offered no official statements on the matter.
Another relationship of Kairat's that continually sparks public curiosity is his bond with popular singer Toregali Toreali. After a video surfaced showing Kairat putting his arm around Toreali, fans across social media platforms began shipping the pair.
Another relationship of Kairat's that continually sparks public curiosity is his bond with popular singer Toregali Toreali. After a video surfaced showing Kairat putting his arm around Toreali, fans across social media platforms began shipping the pair.
A Second Wind: A New Wave of Fame
When the pandemic forced the entire world into lockdown, Kairat Nurtas wasted no time, launching his TikTok account in the summer of 2020. The artist initially shared clips of his day-to-day life, but by mid-autumn, he cracked the platform's code and began creating content around viral trends. Nurtas's videos quickly blew up on the "For You" page, leading to high-profile collaborations with popular influencers and young stars like Arman Yusupov, Karina Oksukpayeva, singer Erke Esmahan, and actor Zhakhan Utargaliyev.
In 2022, Nurtas headlined OyuFest—a festival celebrating Kazakhstan's diverse music scene born out of the widely acclaimed OYU project, produced by director Aisultan Seitov's company, Qara Production.
In 2022, Nurtas headlined OyuFest—a festival celebrating Kazakhstan's diverse music scene born out of the widely acclaimed OYU project, produced by director Aisultan Seitov's company, Qara Production.
Art curator, activist, and founder of the ARTCOM contemporary art platform, Aigerim Kapar, does not believe Kairat Nurtas’s surging popularity stems from a newfound validation by the younger generation or Kazakhstan’s Russian-speaking population. In her view, Kairat is first and foremost a talented, mainstream singer with a massive fanbase who has long been a household name across the entire country.
—“To be honest, I don’t quite agree with the notion that Kairat Nurtas has suddenly become someone new to a fresh, Russian-speaking audience. Kairat Nurtas is a star. He hit the scene a long time ago, and everyone was talking about him right away—both Russian-speaking and Kazakh-speaking audiences alike. They simply talked about him in different ways. <...> I realize that for a certain segment of people, Kairosh isn’t seen as ‘cool enough,’ which to me is more a symptom of a colonial mindset. You can feel however you want about Kairat Nurtas, but I’ve always viewed him as an artist with solid musical talent and great vocal ability,” says Aigerim Kapar, founder of ARTCOM contemporary art platform.
While the war in Ukraine has reignited discussions around national identity among Kazakhstanis, Kapar explains that the growing demand for Kazakh music is an organic, long-term process that has been building for years.
—“Speaking of OYU FEST, there were huge crowds there, but we shouldn’t label Kairat Nurtas’s performance as his ‘acceptance’ by certain elite circles. He’s always been famous, and he continues to sing and create today. He was there simply because he’s a premier Kazakhstani artist. It was a Kazakhstani festival, so naturally, it featured local musicians who performed primarily in Kazakh. This shift has been happening in Kazakhstan for years; over the last decade, we’ve seen a steady rise in Kazakh-language music, with Galymzhan Moldanazar standing out as one of its prominent figures.
He wasn’t the first to sing in Kazakh and draw a wide audience, but he certainly boosted interest in the language. When we talk about this growing appreciation for Kazakh language and culture, I can say that for my parents, my circle, and my family, that demand was always present. The war in Ukraine might be influencing a certain portion of the population, but that cultural interest existed well before the conflict,” the expert notes. —“As a society actively undergoing a decolonial process, I think the war in Ukraine impacts us in specific ways, but the underlying drive was already there.”
—“To be honest, I don’t quite agree with the notion that Kairat Nurtas has suddenly become someone new to a fresh, Russian-speaking audience. Kairat Nurtas is a star. He hit the scene a long time ago, and everyone was talking about him right away—both Russian-speaking and Kazakh-speaking audiences alike. They simply talked about him in different ways. <...> I realize that for a certain segment of people, Kairosh isn’t seen as ‘cool enough,’ which to me is more a symptom of a colonial mindset. You can feel however you want about Kairat Nurtas, but I’ve always viewed him as an artist with solid musical talent and great vocal ability,” says Aigerim Kapar, founder of ARTCOM contemporary art platform.
While the war in Ukraine has reignited discussions around national identity among Kazakhstanis, Kapar explains that the growing demand for Kazakh music is an organic, long-term process that has been building for years.
—“Speaking of OYU FEST, there were huge crowds there, but we shouldn’t label Kairat Nurtas’s performance as his ‘acceptance’ by certain elite circles. He’s always been famous, and he continues to sing and create today. He was there simply because he’s a premier Kazakhstani artist. It was a Kazakhstani festival, so naturally, it featured local musicians who performed primarily in Kazakh. This shift has been happening in Kazakhstan for years; over the last decade, we’ve seen a steady rise in Kazakh-language music, with Galymzhan Moldanazar standing out as one of its prominent figures.
He wasn’t the first to sing in Kazakh and draw a wide audience, but he certainly boosted interest in the language. When we talk about this growing appreciation for Kazakh language and culture, I can say that for my parents, my circle, and my family, that demand was always present. The war in Ukraine might be influencing a certain portion of the population, but that cultural interest existed well before the conflict,” the expert notes. —“As a society actively undergoing a decolonial process, I think the war in Ukraine impacts us in specific ways, but the underlying drive was already there.”
Generational and pop-culture researcher Daniyar Kosnazarov notes that, following the events of 2022, a new anchor began forming among a segment of Russian-speaking Kazakhs—one grounded in their own culture, history, language, and traditions.
—“Kairat Nurtas was doing perfectly fine without any of this. He never forced Russian-speaking Kazakhs to accept him, nor did he bend over backward to fit in. The shift occurred within the Russian-speaking Kazakh community itself. At a moment when their familiar world was collapsing, they realized they needed something to lean on to keep from losing their footing. That brought a moment of clarity—a realization that their own culture and language provide the strength and resilience they were looking for,” he explains.
However, according to Kosnazarov, a full integration of the two cultural spheres has yet to take place.
—“To me, it’s a form of conformism, albeit one forced and forged over decades. Yet this pivot toward local culture and language is a landmark historical moment that will give an even greater push to creative development. I’m glad it’s happening and that a major shift is taking place within the Russian-speaking community regarding what it means to be Kazakh.
Another crucial question is why Kairat Nurtas specifically, rather than Toregali or Erke Esmahan? The key lies in his image and style. It feels as though, through him, we continue to exoticize our own culture, which doesn't fully equate to genuine acceptance. Once again, the Russian-speaking crowd remains selective—singling out Kairat Nurtas and tailoring him to fit their own tastes,” Kosnazarov concludes.
—“Kairat Nurtas was doing perfectly fine without any of this. He never forced Russian-speaking Kazakhs to accept him, nor did he bend over backward to fit in. The shift occurred within the Russian-speaking Kazakh community itself. At a moment when their familiar world was collapsing, they realized they needed something to lean on to keep from losing their footing. That brought a moment of clarity—a realization that their own culture and language provide the strength and resilience they were looking for,” he explains.
However, according to Kosnazarov, a full integration of the two cultural spheres has yet to take place.
—“To me, it’s a form of conformism, albeit one forced and forged over decades. Yet this pivot toward local culture and language is a landmark historical moment that will give an even greater push to creative development. I’m glad it’s happening and that a major shift is taking place within the Russian-speaking community regarding what it means to be Kazakh.
Another crucial question is why Kairat Nurtas specifically, rather than Toregali or Erke Esmahan? The key lies in his image and style. It feels as though, through him, we continue to exoticize our own culture, which doesn't fully equate to genuine acceptance. Once again, the Russian-speaking crowd remains selective—singling out Kairat Nurtas and tailoring him to fit their own tastes,” Kosnazarov concludes.
Prepared by Anel Abdualiyeva, with reporting by Zhanna Anvari and Aisulu Toyshibek.