Morning Groove is a creative project developed by Luka Japaridze, a student at Kettari Academy, as part of an accredited program. According to Luka, the aim was to express his personal vision of the morning as a ritual that marks the beginning of the day. He spoke with us about how the project was born, how it evolved, and what it means to him.

How did you find your way into the creative industry?

– Creativity has always been a natural language for me — a way to express emotions, reshape reality, and build bridges between people. Although my path initially led elsewhere, I always felt something “different” was waiting — a space where music, visuals, and human emotion could coexist. Through a gradual process of exploration, I eventually found myself where my ideas feel at home — in the creative industry.

How was Morning Groove born?

– Morning Groove came from a desire to reimagine the morning — to give it a new flavor and form. To begin the day with music, followed by breakfast, and finally, with beauty and calm. That’s where the essence of the project lies: the morning as both a daily ritual and a kind of sanctuary. Once the idea took shape, I realized I needed a structured environment to build it with systematic management and strategic development. Kettari Academy became that place — where the idea transformed into a tangible project.

How did Kettari Academy help in the creation of Morning Groove?

– Kettari Academy served as a platform that took a creative idea and guided it with a business mindset. I learned not only how to create an emotionally resonant project, but also how to make it sustainable, profitable, and professionally presentable. The course taught me how to package an idea — from branding to financial modeling. Beyond that, Kettari was also a space for building meaningful human connections. Many of the partners and teammates I work with today, I met there.

Were there any challenges or unexpected turns along the way?

– Absolutely. Reality often looks very different. When you first voice an idea, sometimes you’re the only one who believes in it. From technical issues to budget constraints, sourcing equipment, and securing locations — everything was a challenge. But the biggest surprise was how deeply and sincerely people responded. Seeing their eyes light up under the morning sun, with music in the background and coffee in hand — that was a reward far greater than I ever expected.

What can we expect from Morning Groove in the future?

– Our goal is to turn Morning Groove into a mobile platform — to take it to the regions, to the mountains, villages, and undiscovered terraces. We want to collaborate with local brands and create new vibes in new places. We’re also planning deeper partnerships with hotels, wineries, and tourist destinations — making the show feel more organic and connected to local communities. On top of that, the video format will expand: featuring guests, culinary elements, perhaps even live recordings and mini-documentary series. Morning Groove is set to become more than just a show — it’s a philosophy of the morning.