Three Days That Made Tashkent Louder

Mazza Food & Music Fest came back for its second run this year, bigger than the first. Mobiuz returned as a longtime partner of the festival.

From September 11 to 13, Yangi O'zbekiston park ran on its own clock. Doors at four in the afternoon, music until ten at night, the smell of grilled food drifting off dozens of stalls, lines at the photo spots, and a crowd that packed the main stage by evening.

Artik & Asti headlined on September 11, Fly Project on September 12, and Gradusy closed the festival on September 13. Dozens of other acts, DJ sets, and illusionist shows filled the days, with photo spots, contests, and partner areas spread across the park.

The Mobiuz zone stayed open all three days: booths, games, contests, and giveaways — branded merch, promo codes for services, and prizes for whoever got lucky. People walked up, played, collected, and moved on, either to the stage or back to the food.

The MobiMusic zone tested how well visitors actually knew their music. Groups huddled, argued, and tried to name tracks off the first few notes. MobiCinema ran a Guess the Movie game and handed out promo codes and merch. It also proved a point: recognizing a film still and producing its title on the spot are two entirely different skills.

For Mobiuz, festivals like this are a way to meet subscribers face to face, with no app and no call center in between. Not just describing a service, but handing it over to be tried on the spot, somewhere between two songs and a plate of food. Three days in Yangi O'zbekiston park suggested the format works.

Photos from the festival below.