Why the Russians began to go massively to the concerts of Kadysheva

All 10 thousand tickets for the concert of Nadezhda Kadysheva at the Gorky Park, scheduled for August 30, were sold out, the singer even had to set an additional date to satisfy demand. Interest in the sincere and no -wise folk of the stage and the cash success of the singer, whose best days seemed to remain in the last century – sensation, but not quite. Everything went to this, considers Igor Gavrilov.

The increased demand for tickets for concerts of Nadezhda Kadysheva became noticeable in 2024. According to the Streaming Service “Sound”, from October 2023 to October 2024, the number of listening to the artist’s songs increased seven times. The number of monthly listeners of the Golden Ring on Yandex Music then reached 1,327,262 people, it was more than many relevant pop artists.

“Kadysheva is now more popular than Instasam,” said social networks.

Even a meme appeared: “Boy: I want to at the Macan concert. Man: I want to go to the Kadysheva concert.  » In the spring concerts in two capitals were provided in spring concerts, and now, five months before the appointed day, all 10 thousand tickets for a concert in the Green Theater of Gorky Park were sold. I had to arrange an additional concert on August 27.

We are talking about an artist who has not been among the youth in demand for a long time and, in principle, did not belong to the supercassa mainstream. It existed in a niche of strong Philharmonic folklore, comfortably settling in the Golden Ring Theater, opened even with the assistance of Yuri Luzhkov.

However, the “folklore” of the repertoire of Nadezhda Kadysheva is not entirely true. Its most of it is the author’s material written mainly by her husband Alexander Kostuk. They were married for 42 years, and in 1992 they married in an Orthodox church in San Francisco. The popularity of Kadysheva is the confirmation of the “Russian trend”, which is now personified primarily by Tatyana Kurtukova. Unlike her, 65-year-old Kadysheva tours without a lot. With her is the right ensemble « Golden Ring » and the son of Gregory.

Tickets for concerts of Nadezhda Kadysheva scatter.

For example, according to Dmitry Konchakovsky, the executive director of the Artlife concert company, the employees of his St. Petersburg office were unable to buy tickets for her first-Apriling concert and were forced to plan a trip to Moscow, where tickets for April 11 were also soon bought up.

“We have been observing the Russian trend for a long time,” says Mr. Konchakovsky. “Not so long ago, social networks again blew up at all a new song by Zhenyich“ Russian Girl ”, to which the video began to shoot literally around the world. Then appeared the « mother-earth » Tatyana Kurtukova. And 10 thousand tickets to the concert of Nadezhda Kadysheva, which will be only on August 30, it looks very fun and in a good way simply, her concerts seem to unite people. ”

Dmitry Konnov, executive director of the Zvonko Digital musical content aggregator, is sure that the sharp increase in the popularity of a song is practically impossible today without its “take -off” in vertical videos, primarily in Tiktok. On March 6, 2022, this social network stopped work in Russia, so no one has official statistics regarding the Tiktok content in Russia. Obviously, in today’s realities, Tiktok sets all the most powerful trends. Only it is impossible to predict them, you need to feel them by trial and error, Mr. Connov believes.

Instead of the concept of “Russian trend”, he uses something else – “Trend for Melodicity”, to which the Russian language has. The interlocutor “Kommersant” also noted a request for “meaningful vocabulary”: “Hits are far from always high poetry. However, the tracks recorded by artificial intelligence to the words of Sergei Yesenin also gain millions of auditions. There is a demand not so much on folklore as for some uninnavigated meaningfulness. ”

In the phenomenal demand for concerts of Nadezhda Kadysheva, on the one hand, the unlocked viral popularity of tracks, on the other hand, is state propaganda of traditional values, in a series of which folk-oriented pop song “Golden Ring” fits 100%. And also – the activity of Kadysheva herself, which, in the wake of the stir, announced the remixes of the remixes for its main hit « floats the wreath. »

It is also very important that the songs of the Kadysheva Hope are radically different from today’s pop music, which offers compositions, often made “under one comb”.

That Nadezhda Kadyshev, that her son Gregory is characters from another time. And the demand for those arises when the audience gets tired of the forced “today”: from clips with typical “rich” interiors, from the musical production, cast on the same software, from the monotonous texts of installations of different stripes. The listener fled from today – and chose the heroes of the past, whether Eduard Hil and his Mr. Trololo or Raphael Carra with Pedro! Pedro! ” From the current today I want to run away even more so.

Igor Gavrilov