Otyken - Siberian Cultural Preservation with Folk and Pop Music - Repositioning and Retargeting

This video explains the marketing strategy of Otyken, a Russian Siberian indigenous music group that combines folklore and pop music to reach new audiences worldwide. Otyken repositioned its work from honey to music, to traditional to modern music, while keeping its roots. The change in marketing strategy allowed the music from a small group of people in Siberia to target millions on social media like TikTok and KZhead.
By William Shibuya, Assistant Professor of Marketing at Alfred University.
References:
en.wikipedia.org/wiki/Otyken
otyken.ru/?lang=en
• OTYKEN - LEGEND (Offic...
• OTYKEN - STORM (Offici...
• OTYKEN - GENESIS (Offi...
• OTYKEN Official Full C...
open.spotify.com/artist/63tfi...
www.wonderbreadcaribbean.net/...
popkult.org/otyken-khakas-chu...
gbu-taganskij.ru/platnie-uslu...
superrask.xyz/product_details...
www.grammy.com/news/otyken-ge...
www.culturalsurvival.org/publ...
/ otyken_official
kprofiles.com/otyken-members-...