Dimash Qudaibergen

Dimash Qudaibergen is one of the most powerful voices in the world — with a vocal range no Western artist matches.

The brief was twofold. Re-ignite "Smoke" — an already-released single that needed a second commercial push — and use the re-ignition as the entry point for Western luxury and editorial positioning that hadn't yet been built.

The target on Smoke was 1 million YouTube views. We delivered that, plus #1 on Amazon Pop, #32 on the US iTunes Top 100, and an Amazon Top 10 Best Sellers placement. The luxury layer followed: Lanvin, Schiaparelli, a private performance for President Macron, and a creative track opened at Paris Saint-Germain.

This is what a two-phase global campaign looks like.

"Smoke" had already been released. The track was strong. The distribution was global. What it lacked was the commercial second wind that turns a release into a charting moment.

We approached this as a performance problem first. Not awareness. Not brand. Conversion. The target was clear — 1 million YouTube views — and the path was engineered, not hoped for.

We built a multi-market paid amplification stack across YouTube, Meta, and regional discovery channels. The geography mirrored the audience map: North America, MENA, Western Europe, and Latin America. The creative was sequenced to compound — not stack — across markets.

7.5 million paid impressions converted into the 1 million+ YouTube views target — and overshot it. The track charted at #1 on Amazon's Best Sellers in Pop. It entered the Amazon Top 10 across all Best Sellers in Songs. It hit #32 on the US iTunes Top 100 on January 30, 2025.

The receipts are public. Astana Times reported the chart position. Haute Living covered the broader phenomenon.

A charting song earns the right to a brand conversation. We used the commercial momentum from Smoke as the entry point for Western luxury and editorial positioning — the rooms artists at Dimash's altitude already occupy, but that he hadn't yet been placed inside.

Lanvin opened the door. Schiaparelli walked through it. The Schiaparelli broche performance, staged privately for President Emmanuel Macron, was the proof point that this wasn't a press placement. It was a cultural moment at the highest level of French institutional life.

PRIVATE PERFORMANCE · SCHIAPARELLI × PRÉSIDENT MACRON · PARIS

PLAY

FILMED — 2024

Editorial validation followed the luxury positioning the way it always does — quickly, and across regions simultaneously. We didn't run a single press campaign. We ran five, one per strategic market, anchored on Smoke's chart position.

Billboard. Rolling Stone MENA. GQ South Africa. Wonderland. Khaleej Times. Notion. L'Officiel Monaco. SPIN. Plus Haute Living's coverage of the broader phenomenon, and Astana Times' chart-position reporting.

Ten tier-one placements across five markets — North America, Europe, the Gulf, North Africa, and Latin America. The geography is the strategy. Western luxury credibility isn't built in one outlet. It's built across rooms that recognise each other.

Paris Saint-Germain isn't a press placement. It's a cultural institution. We brought Dimash into PSG for a creative collaboration conversation that included direct meetings with the Chief Brand Officer and senior partnership leadership.

The conversation continues. The introduction itself was the outcome — proof that the positioning worked. PSG doesn't take meetings with artists. They take meetings with cultural references at their own altitude.

iNexxus contacted and set up a collaboration between Dimash and Van Toan LAM — a creator-led UGC campaign to amplify "SOS d'un terrien en détresse" into a younger, social-native audience.

Van Toan's reach: 19M+ followers on TikTok, 3.5M+ on Instagram, and 8M+ subscribers on YouTube. The collaboration moved the track from concert-hall audience into the for-you feed at scale.

1M+ YouTube views. #1 Amazon Pop. #32 iTunes US. Lanvin. Schiaparelli. President Macron. PSG at the table. 10 tier-one placements across 5 markets.