In a small home studio somewhere in Georgia, three musicians captured what would become a global phenomenon on an iPhone 6. That recording, imperfect yet hauntingly resonant, was Chubina, a track that would catapult Levan Bantsadze, Giorgi Matkava, and Mamuka Matkava, collectively known as East Duo, from local artists to worldwide sensations.
Released in early 2024 without fanfare or label backing, Chubina defied expectation. The track spread organically, not through algorithmic boosts, but through something far rarer: emotional resonance. Within weeks, it had entered Shazam’s Global Top 200, reached the iTunes Top 20 in major markets including the US, UK, and Germany, and amassed over 130 million streams on Spotify. Today, East Duo’s music touches over four billion listeners monthly across platforms.
The trio’s sound is rooted in Georgian tradition but refuses to remain trapped in the past. Their compositions draw from centuries-old folk melodies, traditional polyphony, and native instruments like the panduri, yet are reimagined through minimalist arrangements and modern production. The result is music that feels both timeless and immediate, intimate yet cinematic. Lyrical language gives way to instrumental storytelling, allowing listeners worldwide to find personal meaning, nostalgia, calm, strength, or even healing in every note.
“What started as an experiment became a bridge between heritage and the present,” says the group, whose name, East Duo, was chosen on a whim for a 2021 event but has since come to signify a disciplined commitment to sharing Georgian culture with the world. Signing with Kingsmen Studio and embarking on a rigorous creative routine, the trio has stayed true to their artistic vision, releasing new music that continues to explore the tension between tradition and modernity. Six new releases are already planned for 2026, promising more moments where ancient melodies meet contemporary sensibilities.
East Duo’s journey is a testament to the power of small shifts. From a single iPhone recording to a global audience, their story proves that patience, discipline, and trust in the creative process can turn a fleeting moment into a cultural phenomenon. Through their music, East Duo doesn’t just revisit heritage; they reimagine it, inviting the world to listen.
Even the smallest shift can change everything.
