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 YouTube.

By William Shibuya, Assistant Professor of Marketing at Alfred University.

References:
https://en.wikipedia.org/wiki/Otyken
https://otyken.ru/?lang=en
   • OTYKEN - LEGEND (Official Music Video)  
   • OTYKEN - STORM (Official Music Video)  
   • OTYKEN - GENESIS (Official Music Video)  
   • OTYKEN Official Full Concert - Pulse ...  
https://open.spotify.com/artist/63tfi...
https://www.wonderbreadcaribbean.net/...
https://popkult.org/otyken-khakas-chu...
https://gbu-taganskij.ru/platnie-uslu...
https://superrask.xyz/product_details...
https://www.grammy.com/news/otyken-ge...
https://www.culturalsurvival.org/publ...
  / otyken_official  
https://kprofiles.com/otyken-members-...