NAVIGATING ENTREPRENEURIAL LANDSCAPES: AGE, GENERATIONAL INFLUENCES, AND CREATIVE INDUSTRY DYNAMICS IN KAZAKHSTAN

Purpose – This study investigates the influence of age on entrepreneurial propensity among graduates of musical universities in Kazakhstan, aiming to identify strategies for fostering entrepreneurship within the creative industries. Methodology – An in-depth expert opinion survey was conducted with 22 industry experts, divided into two age groups: under 34 years old and 35 years and above. The McKinsey matrix was employed to analyze the weight and expressiveness of ten crucial criteria for entrepreneurial success, providing a comparative assessment of the two age groups. Originality / value – The research offers novel insights into the interplay between age, individual characteristics, and contextual factors shaping entrepreneurial intentions and behaviors among musicians. It proposes tailored strategies to nurture entrepreneurship within the creative industries, addressing the specific needs and challenges of different age groups. Findings – The findings reveal distinct entrepreneurial prospects and needs for the two age groups. Younger musicians demonstrate strong potential but lack business skills and state support, while older musicians require continuous adaptation to modern technologies and market demands. Recommendations include specialized training programs, masterclasses, government initiatives, streamlined administrative processes, and enhanced communication about support measures.