After fleeing from Kyiv due to war warnings, I returned home to Almaty with a vision to bring my community together and remind us of our unity. I was determined to create the only international festival among the 30 that took place during the summer. It took some time to secure Molchat Doma. With only 30 DAYS to plan and execute the festival from scratch, it turned out something like this…
2000 PEOPLE
10 ARTISTS
$50 TICKET
Closer Festival is an annual music event that brings together local emerging talents and internationally renowned musicians in a beautiful natural setting. Closer is a refreshing and deeply personal festival experience.
Features non-commercial and indie music of various genres, promoting cultural exchange and fostering a sense of community
Promotes the discovery of new talents and features beautiful nature, local products, and emerging brands. Make local global
Held in the picturesque vineyards of the Assa Valley, nestled under the majestic Assa mountain range
ABOUT
The festival's visual identity was inspired by the local landmarks and elements of nature, featuring watercolours and hand-drawn elements. The overall aesthetic aimed to convey a sense of warmth, sincerity, tranquillity, unity, and inclusivity.
VISUAL IDENTITY
I gathered an eclectic line-up representing the best of the Kazakh scene, joined by Molchat Doma and French 79.
ARTISTS AND GUESTS
The festival offers a variety of zones and decorations to create an immersive and comfortable experience for guests:
The Rest Zone dedicated for guests to relax and sleep, complete with traditional korpeshkas (blankets)
Colourful flags line a 500m road leading to the venue
Branded ships cruising on the ponds
Easels for self-expression that allow attendees to express their creativity and leave their mark on the festival
Seating arrangements made of hay bales with tables for all guests
The food court offers traditional Central Asian home-style cuisine, serving complimentary baursak (fried dough) and chebureki (meat-filled pastries)
The only alcohol available at the festival was locally produced wine
Merchandise market showcasing local emerging brands
ZONES AND DECORATIONS
The festival's marketing and PR strategy focus on community engagement through a DIY aesthetic content, live events and collaborations. The main takeaways are:
Video production and design to create compelling ads for social media
An influencer gift package campaign
Partnership with a prominent luxury mall
Partnerships with local media outlets
Incentives for guests who generate content during the event
MARKETING AND PR
WHAT DOES BEING CLOSER MEAN TO YOU?
We did a fantastic festival that broke the ceiling in Almaty. We did the impossible. Closer became a deeply personal and meaningful experience.
All guests were asked to come with pre-meditated answers to what being Closer means and record their thoughts on the isles. Here is my answer…
Closer is a place...
to be yourself and express your emotions
to be childlike and remember what brings you joy
of warmth and sincerity
where we share and care for each other
of unexpected connections
where we feel safe in the face of mystery
Closer is not attached to a location
Closer is about people
You are part of it and it belongs to you
Closer is sincerely yours...
To be loved, felt and present.
