Music as a bridge to values: Cossacks make hits project transforms perception of Cossacks among young people

The St. Petersburg International Economic Forum (SPIEF-2026) discussed the role of music in the formation of values among young people. Anton Kazak, an expert of the project “Cossacks make hits”, moderated by Roman Karmanov, spoke about the strategy of renewing Cossack culture through modern sound. The project, implemented with the support of the Presidential Foundation for Cultural Initiatives, successfully overcame the stereotype of the Cossacks as a “museum” phenomenon. Combining authentic Cossack vocals with popular genres and digital formats, the project achieved a tremendous success: the tracks collected more than 200 million listens, became chart music, and the project itself entered the mass youth culture. The success of the project is based on the principle that in order for cultural content to be in demand, it must speak to the audience in a modern language, reflecting significant values: respect, cultural identity and historical continuity. GPM Radio, in cooperation with the Presidential Foundation, plans to release new musical interpretations of classical Cossack songs, seeking to make them relevant and close to the younger generation.