Who is Nadezhda Kadysheva, and why are Russian zoomers crazy about her?
Until recently, the singer’s music was associated with grandma’s TV gatherings. But, all of a sudden, her folk-inspired songs gained a new lease on life, flooded social media, and tickets to her concerts began selling out in seconds!
Nadezhda Kadysheva’s voice was one of the defining sounds of the Russian folk-pop stage in the 1990s. Born in 1959, she graduated from the Gnessin Musical Institute and became the lead singer of the ‘Zolotoe Koltso’ vocal ensemble (‘Golden Ring’).
For years, she performed original songs in a traditional Russian folk style, many of which were written by her husband - composer and musician Alexander Kostyuk.
The singer has recorded over 20 albums and toured across Russia and abroad. In 1999, she was awarded the title of People’s Artist of Russia.
However,in the early 2000s, the folk group’s popularity began to wane. They still performed, but their main audience was older generations.
Unexpected fame at 65
In the fall of 2024, Kadysheva’s 2005 song ‘Plyvet Venochek’ (‘The Wreath Floats’) unexpectedly went viral on social media. Its chorus was used in short videos viewed by millions.
The song soared on Yandex Music and other streaming platforms. Young people began snapping up tickets to her concerts – often at prices comparable to those of trendy pop acts. Another trend then emerged: Zoomers began attending Kadysheva’s shows in traditional Russian sun dresses and kokoshniks.
Today, Kadysheva performs not only with Zolotoe Koltso, but also with her son, Grigory. They energize crowds at major youth festivals, drawing thousands.
With this new wave of fame, the artists’ fees skyrocketed. According to Russian media, Kadysheva and her ensemble are now among the highest-paid domestic performers.
Kadysheva gets over 3 million monthly streams on Yandex Music— that’s more than Sabrina Carpenter, Dua Lipa, and other megastars.
Nadezhda Kadysheva and her son Grigory
Internet users offer a simple explanation of the craze: Zoomers are tired of Russia’s cosmopolitan glamour and have rediscovered the novelty of heartfelt folk songs.
"The best thing about this concert is the nostalgic childhood vibe you feel from the atmosphere," wrote 23-year-old Tyumen resident Anastasia Malyshkina after attending a show.
By the way, this isn’t the first time a 1990s artist has regained popularity through social media – in 2023, Katya Lel’s ’Moy Marmeladny’ (’My Marmalade’) also went viral.
Nadezhda Kadysheva best hits
‘Techet Ruchey’ (‘The Spring is Flowing’)
‘Shiroka Reka’ (‘Wide is the River’)
‘A Tot Pervy’ (‘The First Suitor’)
