Woman transporting Nadezhda Kadisheva on the "White Sails"
In the modern world, the realms of art and music have undergone a significant transformation, with social media playing a pivotal role in their evolution. This transformation is beautifully encapsulated in the story of Nadya Kadysheva, a renowned figure in the Russian music industry who has seen a resurgence in popularity.
Nadya Kadysheva, the oldest headliner of the "Алые паруса" celebration in St. Petersburg, is a 66-year-old artist whose concert videos on TikTok have garnered millions of views. Her popularity began in the mid-1990s, but it was social media that propelled her back into the limelight in 2024.
Social media platforms have provided a powerful tool for artists and songs to gain new or renewed popularity. One of the key ways this happens is through discovery and rediscovery. Platforms like TikTok, Instagram, YouTube, and Facebook allow users to share clips of songs, use them in videos, or create challenges that go viral, bringing older songs to a new audience.
Another factor is community engagement. Social media enables artists to engage directly with their fans, share behind-the-scenes content, and promote their music. This interaction can rekindle interest in older works by fostering a sense of community and nostalgia.
Algorithmic recommendations also play a significant role. Many social media platforms use algorithms to suggest content based on user behaviour. These algorithms can recommend older songs or artists to users who might not have been exposed to them otherwise, leading to a resurgence in popularity.
Nostalgia and trending challenges can also revive older songs. If a song from the past becomes associated with a popular meme or dance challenge, it can quickly gain widespread attention and popularity.
Collaborations and remixes are another crucial factor. Artists can collaborate with younger artists or create remixes of older songs, which can introduce their music to a new audience. Social media platforms are ideal for promoting these collaborations and remixes.
If we look at the "Алые паруса" festival, we can see that it is a celebration for graduates of St. Petersburg schools, and only graduates can attend the concert on Dvortsovaya Square. Veterans at the festival include 60-year-old Vadim Samoylov and "Иванушки International" members Kirill Andreyev and Andrei Grigoryev-Apollonov, both over 50.
In contrast, social media stars like Bearwolf (Valeria Vasilevskaya), who is 28, are also part of the event. The musical careers of groups like "5УТРА" and The Hatters span around 10 years, while success in show business requires immense effort.
It's worth noting that the musical careers of artists and musicians are distinct creative professions, often combined in one person. However, the importance of social media varies for each. While it is crucial for artists who position themselves as influencers through their image, it is less so for musicians.
In 2025, the youngest performer at "Алые паруса" was 21-year-old singer Akmal'. Despite not targeting the 14-25 age group, Kadysheva gained popularity among this age group in 2024 due to TikTok. Her album featuring the popular track "Течет ручей" was released in 1995.
In conclusion, the power of social media in revitalizing art and music cannot be overstated. It provides a platform for artists and musicians to reach new audiences, engage with fans, and rekindle interest in their work. Whether it's through discovery, collaboration, or nostalgia, social media is a powerful tool in the modern world of art and music.
Celebrities like Nadya Kadysheva, despite having successful careers in the 1990s, found a new audience through platforms such as TikTok, demonstrating how social media can lead to a resurgence in the popularity of entertainment figures. And according to the "Алые паруса" festival, music from different eras can resonate with diverse age groups, showcasing the power of music as a universal form of entertainment.
