QSANDYQ is a unique project that brings Kazakhstan’s cultural traditions into the digital age. The app’s creator, Beibitzhan Muslimov, shares how his desire to preserve Kazakh music inspired him to develop a platform where users can explore a rich cultural heritage through modern technology. It is not just an archive but a living space where culture continues to evolve and resonate with the new generation.

— To start, could you tell us about your creative journey? What inspired you to create the QSANDYQ mobile app?

— My creative journey began at the “Aksaray” theater, where one of the most remarkable productions was the musical “Kyz Zhibek”. Through art, we aimed to convey not only the beauty but also the depth of our nation’s cultural heritage. Later, I transitioned into filmmaking, where I had the honor of working with the talented director Emir Baigazin. Additionally, I participated in creating content for Kazakhstan’s museums, one of which was dedicated to Abai Qunanbaiuly in Zhidebay.

My passion for archaeology and the works of renowned scholars opened new horizons for me. While traveling across the Kazakh steppe, I often stopped in different regions, where locals would share ancient legends, perform songs and kyuis, and tell stories of outstanding figures from their land.

One of the pivotal moments in my life was being appointed as the head of the only ethnographic center for traditions and rituals in Kazakhstan, located in Shymkent. It was there that I became acquainted with the works of Ozbekali Zhanibekov, whose final book, “Zholairykta”, deeply inspired me. In its closing pages, the author expressed his heartfelt desire for centers to be created in the future, where people could access centralized information about Kazakh culture.

This thought formed the basis for the idea of creating a mobile app. When I returned to Almaty, fate brought me together with Abzal Arykbayev, a musician, multi-instrumentalist, and founder of the bands “Turan” and “Arkaiym,” as well as Talgat Chinikeyev, a businessman passionate about preserving Kazakh culture. Together, we founded the QSANDYQ company and set the mission of our project — to create a space for Kazakh culture that could find its rightful place in the digital world.

— How did the work on the project progress, and when was the app first launched?

— The official development of the app began on December 1, 2022. Our team included young talents, such as the lead singer of The Magic of Nomads and founder of the band “Khazar,” Zhalgas Iles, who took on the role of chief content manager. We were joined by young musicians and professionals from the film industry: director Aizhan Kyndybay, cinematographer and director Nyshanbek Usen, and sound engineer Nuradil Bidaybek. We also found a talented IT developer and designer, Vladislav Mamazhanov, who played a key role in the technical realization of the project.

We understood that gathering information was crucial, and we began recording performances by prominent musicians to enrich our digital archive, including Nurzhan Zhanpeisov, Kyzyrkhan Babakumaruly, Korlan Kartenbayeva, Akzhol Zhusipuly, and others.

After four months of trials, on September 16, 2023, our app was finally launched on two major marketplaces — the AppStore and PlayMarket.

— What are the main goals of the app? What traditions and cultural elements are particularly important for you to preserve through it?

— The primary goal of QSANDYQ is to preserve and develop Kazakh intangible culture by adapting it to modern technology. We are creating a digital space where traditions, music, kyuis, rituals, and folklore are not only preserved but continue to evolve. It is important not only to record historical heritage but also to document new performers, discover emerging kuyshi, and revive forgotten musical instruments such as the sazsyrnai and shankobyz.

— How does the app help users become more familiar with traditional Kazakh music and culture? Could you share examples of performers or compositions featured on the platform?

— The app features a collection of 1,000 songs and 1,000 kyuis, covering the full spectrum of Kazakh musical heritage. Users can find recordings of all the great kuyshi, from the legendary Baizhigit to the esteemed Dina Nurpeisova, whose works represent various regions and performance schools.

Among the folk songs, the works of masters such as Kenen Azerbayev, Zhusipbek Elebekov, and Garifolla Kurmangaliyev stand out, whose voices embody the spiritual strength and beauty of Kazakh musical heritage. Alongside them, we showcase the creativity of younger artists, such as the group “Turan,” Abzal Arykbayev, and Asel Omarova, who are continuing the traditions while adding modern touches.

The platform also includes the legendary music of the band “Roksonaki,” pioneers of Kazakh rock and ethno-rock, as well as the performances of “The Magic of Nomads,” considered the kings of Kazakh jazz.

The app doesn’t stop at just audio. We’ve developed a special video player, allowing users to watch films, documentaries, and musical performances. Our film library is constantly growing with new materials. In collaboration with the “Khabar” TV channel and the Ministry of Culture and Information, we created the project “Qazyna”, which highlights the different kyui schools in each region of Kazakhstan, showcasing the unique characteristics of various musical traditions. You can watch all seven episodes in our app.

— How do you select content for QSANDYQ? What criteria do you consider when choosing music and stories?

— Young performers and kuyshi often approach us with their work, and we record them in our studio. Abzal Arykbayev, our art director, personally oversees and approves all materials, ensuring the content is of high quality and authenticity.

Today, traditional artists rarely have performance venues of their own — they often perform at private events or on pop stages. That’s why we plan to produce traditional artists and create a new platform for them to showcase their talent and find their place in the world.

— What modern technologies and solutions did you use to create the app?

— In developing QSANDYQ, we used modern technologies like audio and video streaming, integration with multimedia platforms, and specialized video players.

— The QSANDYQ app design looks very sleek. What design principles did you follow to convey the atmosphere of Kazakh culture?

— The QSANDYQ app design is based on combining minimalist modern aesthetics with traditional Kazakh elements. Visual solutions include the use of symbols and ornaments inspired by the culture of the Great Steppe, creating a unique atmosphere for users. The color palette reflects natural shades associated with Kazakh traditions and national identity.

— What are your future plans? How do you plan to further develop the app?

— We are actively expanding QSANDYQ and plan to significantly increase the content. Soon, we’ll add new categories: fairy tales, lullabies, fitness music, nature sounds of Kazakhstan accompanied by solo instruments for relaxation and yoga, and ethno-lo-fi tracks. We will record audio performances of renowned Kazakh poets and writers and provide video lessons on how to play Kazakh instruments using various methods — both note-based and digital.

A special focus will be on young audiences: we’ll prepare simple and engaging explanations of our traditions, history, and ethnography. Promoting Kazakhstan’s tourism potential through stories about legends and the country’s natural beauty will also be an important task.

We’ve also launched an online radio station, where we will broadcast educational programs, lectures, fairy tales, and music shows live. The “QSANDYQ Shakirti” program is already in action, and we are teaching people how to play Kazakh instruments using specially developed methods in collaboration with the Ykhlas Museum of National Instruments in Almaty. A key part of our work will be signing memorandums with scientific and educational institutions to expand our cultural and educational influence.

Download the app and stay tuned for exciting new updates — there’s a lot more to come!