Interview with Aynur Zhagiparova, Director of Trakt Asia LLP, Kazakhstan.
— What kind of family were you born into? Who are your parents?
I always speak of my family with pride. My father, an agronomist from Akmola region, later ventured into the construction business and contributed to the development of our capital, Astana. My mother, a mechanical engineer, spent many years working at Kazakh Radio before transitioning to L.N. Gumilyov Eurasian National University in Astana. From childhood, our family instilled in us the value of hard work and respect for all professions, which greatly influenced my career choice and love for my field.
— How did you perform in school? What were your hobbies?
I attended Gali Ormanov Gymnasium No. 7 in Astana. From a young age, I loved visiting my mother at the radio station, which sparked my passion for journalism. I was fascinated by the blinking lights, large tape recorders, boxes of magnetic tapes, and the clatter of typewriters — there were no computers back then. My mother worked as a sound engineer, and I watched her splice tapes, encode text, clean sound, and finally produce a radio show. The radio building’s unique “box-in-box” construction provided perfect sound insulation. Unfortunately, it was later sold and became a nightclub. Despite my young age, I was trusted to host children’s radio shows.
— Where did you receive your higher education?
I studied international relations at Kaynar University. Although primarily a diplomat’s training, I managed to combine it with my creative calling.
— When did you start getting interested in media?
After university, I worked as the press secretary for Kazakhavtodor, the state-owned company managing national and international roadways. In 2013, I became the executive director of RUKH Media Production Center, which produced over a hundred documentaries and thousands of special projects and talk shows for channels like Kazakhstan, Khabar, and Astana TV. In 2018, I was invited to lead Qazaqstan Broadcasting LLP, which provides multi-camera shooting, signal distribution, and telebridge organization services.
In 2020, I became the head of Trakt Asia LLP, the Kazakh and Central Asian office of Trakt, the largest system integrator in broadcasting in Europe and the CIS. Since its establishment in 2017, Trakt Asia has become a regional leader in equipping FM radio stations with hardware and software. We’ve recently signed contracts for major projects in Kazakhstan, Uzbekistan, and Kyrgyzstan, and represent major brands like DHD, Sound4, AEQ, and Panasonic.
— How did the idea for your current project originate?
The idea came from discussions with our clients. In the daily rush, people often don’t fully explore the capabilities of their equipment and software. I recently returned from Europe, where I secured demonstration equipment from manufacturers like DHD and AEQ.
— What is your life like outside of work? What are your hobbies?
I have a son who I hope will follow in the media and journalism footsteps. He’s interested in video editing and robotics. I travel extensively within Kazakhstan and dream of visiting more countries. In Astana, I’ve formed a network of journalists from various companies to enhance journalistic standards. We meet on weekends for outings, fostering a supportive community among Kazakhstan’s talented youth.
— What do you consider your greatest achievement so far?
My education and hobbies are intertwined and energize me. I’m proud of creating a vibrant community for Kazakhstan’s creative youth, guided by the educational methods of my mentors. In 2022, I launched Esil Studio, initially named TikTok, for photo and video shoots and podcasts. This studio hosts a UNICEF summer camp and various television projects, helping teenagers become bloggers and vloggers. My goal is for every Kazakhstani to know their regional heritage, highlighted by a large mosaic map in the studio, showing Kazakhstan and its borders.
