Technological innovations that change entertainment industry

Technological innovations that change entertainment industry

Nowadays, new technologies have firmly entered all spheres of human life. They even reached the entertainment industry. Kazakh dancers founded a unique startup. The world breakdancing champions Adlet and Daulet Anarbekovs had a long-standing dream to open a dance school in the Kazakh capital Nur-Sultan. Their project is aimed at teaching adolescents a modern choreography through a special application. The brothers decided to first consult with the experts before starting to implement their plans.

“During one of the conversations we had, it turned out that Adlet and Daulet had long wanted to make a floor mat with special markings, so that it would be easier to explain to the students of their dance school where they should put their legs, arms and other parts of the body. The guys even prepared some blueprints. We resumed the work on the drawings and latched on the idea of a smart home mat that helps to learn dance moves online,” said Rinat Latypov.

There are many methods in the world for online dance training. However, as it turned out, all of them are only in the format of video tutorials, which means anyone, including children and teenagers, can independently study the dance moves via video lessons. Developers say that the disadvantage of this format is that there is no feedback and there is no involvement in the learning process. There is no one to express interest if a student is making any progress. That is why most of the students quit online trainings after just a few lessons. Anarbekovs created a ‘Steppix’ project in order to prevent such cases from happening. As Adlet admits, the learning process became fast, easy and interesting due to this project. Most importantly, it is visual and technological.

“The student sees which sections of the mat the teacher is stepping on and repeats after him. He reproduces the movement according to a formula consisting of letters and numbers. When a student knows exactly what his next step is going to be, the learning process no longer looks so complicated. The ‘Steppix’ user can faster achieve the desired results and get satisfaction from training. The learning process becomes like a game, and the game contributes to a better mastering of the taught material and better motivation,” said Adlet Anarbekov.

The distance learning system for dancing using a special mat received a preliminary patent in the United States. The company in Germany will be engaged in its production. Simultaneously, the guys are developing the website and the personal account version. Another unique feature is that the video will be without the audio description track. Anarbekovs said that this way those who want to learn how to dance will easier perceive the lessons, as well as there will be no language barrier and additional distractions.

Another non-standard application that is installed on a tablet or a smartphone is already actively used by the representatives of the Kazakh show business industry. The application allows an artist to see and track where his or her song was played, including any institution of any city of any country. As soon as any bar plays his music track, the author immediately receives royalties. This project allows protecting the copyright owners of the music tracks. The service has already been used by Karina Abdullina, Aikyn, as well as the popular Kazakh bands ‘Urker’, ‘Dervishi’ and ‘Arai’. This is a completely new way of monetization of the intellectual property in the Kazakhstan’s music market.

“There is a law on copyright and related rights on the public performance of the songs. Not all owners of cafes, bars and shops know about it, but it doesn’t absolve them of liability. If there is a public performance of the music track, then there must be a payment of royalties to copyright holders. We pay the fee to singers and we receive payments from the businesses. Everything is very simple. The businesses that are using the copyrighted music have installed a special application. They select a playlist that has been pre-approved for this facility and play it. Both us and the copyright holders can see online what kind of music is playing at the moment,” said the project author Dmitry Pangayev.

For the time being, the Russian digital platform ‘Bubuka’ is used in Kazakhstan, but the domestic platform is already being prepared for launch. One more development will provide the authors of the songs played in the digital space, including television, radio and internet broadcasts, of a fair receipt of royalties. The developer said that the copyright holders should receive their fee for the media broadcasting. As it turned out, radio stations are making the payments to the copyright communities, but from now on the composers, poets and performers themselves also must get their royalties.

“The concept of the platform suggests that there is a certain author who wants his songs to be heard. He literally screams about that by putting his song on the Internet, radio or television. On the other side, there is an active listener who wants to hear something new and fresh, so he starts surfing the Internet, TV channels, streaming services, radio stations, bars and so on.  It leads to the fact that both artists and listeners intersect at some point. All of these many intersections are tracked by the application,” Pangayev emphasized.

According to the company, the annual turnover of the gray market of the music industry in Kazakhstan amounts to at least US$15 million. Experts say that new digital applications can change the situation for the better.