From Hype to Art: How Modern Artists Evolve, Following the Headliners of a Major Moscow Festival

This year’s VK Fest brought together a number of major artists, many of whom are not performing for the first time at the festival. During this time, their images and music have changed a lot. VOICE talks about various trends of transformation and the most interesting cases of artists’ evolution, and at the same time focuses your attention on the musicians you should not miss on July 13-14 at Luzhniki.

Just a few years ago, young rappers and pop singers preferred simple street style: baggy hoodies, sneakers, caps. This was the image of the “local guy”. However, today we are witnessing a radical shift towards high fashion.

INSTASAMKA, one of the participants of the music festival, has transformed from a simple neighborhood girl into a style icon, combining elements of high fashion and street culture in her images. Her evolution reflects a general trend: young artists are increasingly appearing in public in designer outfits, experimenting with images and destroying gender stereotypes in clothing.

Along with the visual transformations, the sound of young performers has also changed. While previously many beginning artists relied on simple, easy-to-remember rhythms and straightforward lyrics, now we are witnessing a trend towards complicating musical material.

The creativity of OBLADAET, who will perform at VK Fest 2024, demonstrates this trend. He has moved from the classic sound of new school rap to an experimental one, creating a deeper and more layered sound.

Another important trend is the transition from pure hype and provocation to meaningful creativity. Many young artists who started out with outrageous antics and scandalous song lyrics are eventually turning to more serious topics.

Marie Crimebreri, who will perform at Luzhniki on July 14, is a perfect example of this trend. Her songs have evolved from simple love stories to deeper reflections on life and relationships, and have begun to address social themes and public issues.

The changes affected not only music and style, but also visual content. If earlier the budgets of young artists could afford them only amateur videos shot with a phone, today even beginners strive to create a high-quality visual product.

Another major artist at the music festival, CREAM SODA’s videos have evolved from simple dance videos to full-fledged short films with thoughtful aesthetics and storylines.

Social networks have become an integral part of the image of a modern artist. If before it was enough to have an account and post photos from time to time, today the Internet for young artists is a full-fledged media project.

XOLIDAYBOY, who will perform at Luzhniki on July 14, started his career with short videos on TikTok. His mastery of social media has been a key factor in building his musical career.

The modern music scene is characterized by a blurring of the boundaries between genres. Young artists are increasingly experimenting and creating collaborations that go beyond their main style.

Thomas Mraz, who will perform on the festival’s Purple Stage, is known for his experimentations at the intersection of hip-hop, R&B and electronic music. His joint projects with artists from different musical fields demonstrate a tendency towards genre synthesis.

The evolution has also affected the textual content of songs. If previously many young performers relied on simple rhymes and themes, now we are witnessing a trend towards complexity and deepening of lyrical content.

First of all, this trend is visible in pop music. The lyrics of Marie Crimebreri, present at the festival, stand out for their depth and emotion and go beyond typical pop clichés.

Young modern artists are trying to create a more complex and multifaceted image. If before an artist could be associated with a single style or mood, now there is a desire to show different facets of his personality.

Toxi$, a young artist who is also headlining the Luzhniki Music Festival, presents different facets of his personality through his music, combining aggressive trap beats and lyrical compositions.