As social media use grew, Salem Social Media, rumored to have government ties, became a major player. Irina Kairatovna split from Salem in 2019, coinciding with political protests following Nursultan Nazarbayev's resignation. They shifted to producing political music videos, gaining widespread attention. However, their social messaging conflicts with their political stance, often depicting discrimination and violence against women and the LGBTQ community. Despite this, their significance lies in breaking the political messaging taboo in Kazakhstan's cultural sphere, addressing various political issues, and inspiring a more politically engaged youth generation.