This article examines the “East” as a performance practice in late Soviet culture through the case study of Yalla, arguably the most popular Central Asian band of the 1970s and 1980s and a hit performer across the entire socialist bloc and the Global South. It argues, first, that Yalla’s performance of the East changed over time, from the band’s origins in the Beatlemania of the early 1970s to the perestroika moment of nascent marketization; and, second, that the East functioned as an ambiguous category that evoked multiple resonances to multiple audiences and lent itself to a range of different political projects. Roosien concludes that Yalla’s performance of the East cannot be fully understood outside the material circumstances in which the band worked and the political world in which they functioned.
