Russia’s Youth Found Rap. The Kremlin Is Worried.

“I never invested any money in promotion,” said Big Baby Tape, who was born five days after Vladimir V. Putin became Russia’s president in 1999. “Today, you can make good money from streaming online,” he added.

Only a few years ago, Big Baby Tape’s rise would not have been possible in Russia, where the pop music industry is heavily guarded by cultural officials loyal to the Kremlin. Veteran music producers acted as gatekeepers to TV appearances and radio stations, making sure the content didn’t rock the boat. Without TV and radio appearances, artists couldn’t fill big concert venues.

But, as elsewhere, the internet in Russia has become the dominant force in the music industry for young people, and that has changed the dynamic. In April, the number of paid subscribers to Yandex Music, one of Russia’s leading streaming platforms, reached 1.7 million, almost doubling in just a year. Together with nonpaying users, about 20 million use the service every month.

Helped by such outlets, a vibrant rap culture has flourished that is independent of the government and its preferred aesthetics and values. New stars have begun to appear, exploring subgenres and breaking taboos.