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Ninety One (group)

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Ninety One is a prominent Kazakh boy group that has shaped a new musical landscape.

Ninety One 1
Ninety One 1

They are the pioneer acts for a genre known as Q-pop, or Qazaq-pop. This genre acts as a synthesis of Western and Asian pop music styles. The term "Q-pop" was coined in 2015 by the group's dedicated fanbase, known as "Eaglez." The "Q" in the name comes from the Latin script used to write Qazaqstan. Using this prefix is a trendy way to represent a new Kazakhstan. This musical movement has become a major way for youth to express their identity.

The formation of the group followed a specific, multi-step process. It began in 2014 with a project called "KTI-boys." The primary goal was to create Kazakhstan's first idol group. Two members, A.Z. and ZaQ, were selected as winners of this project. Other members, BALA and ALEM, were chosen through separate auditions. Ace joined the lineup after completing 2.5 years of training at S.M. Entertainment in South Korea. The group was produced by Yerbolat Bedelkhan, a member of the Kazakh music unit "Orda."

The group's identity is deeply tied to national history. After a year and a half, the band changed their name to "Ninety One." This name references the year 1991, when Kazakhstan gained independence from the former Soviet Union. For the members, the name symbolizes independence and creative freedom. They debuted on 1 September 2015, with the single "Aiyptama!" This debut song was a massive success. It led the charts on Kazakh music channels for 20 weeks.

Ninety One 2
Ninety One 2

Success brought significant social challenges and public hostility. While they won the hearts of young fans, the mainstream public often reacted with anger. Many local celebrities criticized the group. Some argued that Ninety One was corrupting the youth. The group's style, including dyed hair, earrings, and make-up, was seen by some as offensive to traditional Kazakh culture. This backlash led to death threats and physical confrontations with anti-fans. Even their first solo tour in Karaganda in 2016 faced many cancellations due to public protests.

To document these struggles, the group moved into film. In 2017, they released a biographical movie titled "91," directed by Askar Uzabaev. The film served as an acting debut for the members, who played themselves. It showcased the difficulties they faced during their pre-debut and early debut days. The movie was a commercial success in the local market. It entered the top three Kazakhstani streaming products. During its premiere weekend, the movie collected 32,670,000 tenge.

Ninety One has also achieved notable international recognition. In 2019, they appeared on the Korean musical game show "I can see your voice." They won the episode and performed alongside the K-pop group Mamamoo. Following this, they released "Aiyptama" as a digital single on Korean streaming platforms. That same year, they held their first concert in China. Their influence also extends to the Kazakh language. Despite suggestions to sing in English or Russian, the members use Kazakh to popularize their culture. This effort helps prove that their language can be modern and global.

The impact of the group has led to broader cultural shifts in Kazakhstan. Q-pop is now considered a highly popular musical direction among the nation's youth. Producer Yerbolat Bedelkhan has used this momentum to launch other projects. He helped create Kazakhstan's first rap show, where members Zaq and A.Z. served as mentors. The goal was to show that Kazakh youth can write modern hip-hop in their own language. Furthermore, the "Project X" reality survival show was launched to find the next generation of Q-pop talent. This show drew over 2,000 applicants, showing the massive scale of the genre's growth.

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