The Sakha have had their own popular music since the 1970s. During the Soviet era, music culture was controlled by the state. Starting in the 1990s, new pop-music institutions and venues emerged and new entrepreneurs entered the music business as club owners, managers, producers, DJs, etc. In this article, I examine multiple social relations in the music business. Music has become a possibility for village youth to leave their villages and gain fame as artists. The Sakha music world contains various networks where criminal structures, artists, businessmen and media are interlinked. Through this linkage, music is used to gain a community's support for semi-legal business activities. At the same time, both the artists and producers present themselves to the public as the custodians of Sakha 'national' culture. The article discusses ways in which the artists' popularity is connected to their position in the music business, and how ethnic symbols are used to gain success.