"Muzcontent PFKI": a new approach to the formation of values in youth music

The session “Muzcontent: How Music Shapes Youth Value Guidelines” was held on June 6, 2026 at the St. Petersburg International Economic Forum, where PFKI Director General Roman Karmanov moderated the discussion with leading artists, producers and experts. The event was attended by the head of the project “Cossacks make hits” Anton Kazak, singer Natalia Podolskaya, Ivan Chebanov, Valentina Yundunova (YUDONMA), Lepnina group, Vladimir Yurchenko, Natalia Lokteva and Maria Atayeva.

The main topic of the session was the impact of music on the youth audience, especially in the context of the search for sincerity and relevant language in creativity. The results of the selection of “Muzcontent PFKI” were discussed, which for the year of its existence financed the creation of more than 280 projects, having already collected more than 500 million views and auditions. The key thesis was the confirmation that music with value content can be more popular than commercial.

Participants emphasized the growing interest of young people in family values, mutual help and human warmth – topics that are actively reflected in the works of artists supported by the Foundation. Natalia Podolskaya noted the audience’s desire for emotional content about loved ones, and Ivan Chebanov spoke about the influence of fatherhood on his work. Valentina Yundunova stressed the importance of uniting peoples through music and its role in shaping landmarks for young people. Natalia Lokteva focused on the role of children’s bloggers in shaping the value framework of children, especially in connection with the transition to social networks. The results of the research of VTSIOM confirmed the stability of the cultural code of Russian music and the popularity of traditional songs such as “Horse”, “Lube” and “Katyusha”. The total funding of the fund for two years amounted to more than 2 billion rubles.