In the North Caucasus, people prefer to listen to pop music, which is difficult to classify unambiguously due to the mixture of styles and techniques. These are the conclusions reached by analysts from the MTS Media holding and the ONSIDE agency
TVNZ | November 15, 2024 | www.stav.kp.ru
A study of listeners' tastes showed that the most popular genres in the North Caucasus Federal District are chanson, pop and "hookah rap". The public also accepts compositions using national motifs with a bang. The least interest, both according to statistics and according to experts, is shown in rock in the region.
The top 3 republics "suppliers" of hitmakers include Karachay-Cherkessia, Kabardino-Balkaria and North Ossetia. Performers from these regions conduct large tours, reach the top of the charts and break records for video views. According to analysts, this happens due to competition, which is competitive in nature: the success of colleagues in the industry motivates artists to develop and create viral tracks.
“One of the current trends is the decentralization of the music scene, it is moving from Moscow and St. Petersburg to the regions, songs in national languages are becoming increasingly popular,” notes MTS Media CEO Sofia Mitrofanova.
Experts believe that turning to traditional motifs for the peoples of the Caucasus is not nostalgia or a return to roots, but something that goes without saying – people grow up in such a culture
"Caucasian pop is a unique fusion of soulful lyrics and "hooligan" romanticism. Interest in this cultural phenomenon is growing every year, hits "with an accent" are heard from all cars. What is the secret of success? In the south, music is an integral part of everyday life and important moments, that is, the creative process is continuous. A system has been created - every day in the cities of the North Caucasus, a creative cauldron boils, where teams of authors, arrangers, sound producers and musicians of all stripes work on creating music, and specialized marketers are engaged in promotion. Motivation is a competitive environment, social elevators and living personal success stories," explains Mikhail Yugov, CEO of the music publishing house "Zvuk-M".
In the new dynamic conditions, the Music Publishing House "Zvuk-M" is actively developing, concentrating on the current cultural demands of the audience
In 2024, the direction of concert activities of Caucasian artists in the cities of Russia received a powerful impetus - thanks to the cooperation agreement with the Bastion company, the performances of the best voices of the South of Russia were heard by residents of such cities as Moscow, Chelyabinsk, Tyumen, Donetsk, Lugansk, Ufa and Elista - concerts covered more than 100 settlements of our country, more than 200 cultural events were held with the participation of our stars. For 2025, plans in this direction are even more ambitious.
The publishing house's presence on Russian video platforms is steadily expanding; the number of video clips featuring Caucasian artists released on VK Video, Rutube, Yandex.Zen and other services has exceeded 1200 videos for the first time this year and continues to grow. The total number of users involved in the orbit of music of the peoples of the Greater Caucasus has exceeded 30 million people worldwide.
The publishing house plans to expand cooperation with music labels of friendly countries, introduce our users to the work of foreign artists, and promote the Russian cultural code outside the country. The publishing house regularly holds competitive selections of performers, including talented youth of the Caucasus, and provides technical and organizational assistance to aspiring artists, authors, original tracks and melodies.
The development and expansion of Caucasian performers, the harmonious expansion of their repertoire and the geography of their performances is a natural consequence of the general trend towards harmonization and coordinated movement towards success, which is now observed throughout Russia.
