I Apologize

Once upon a time, apologizing on camera was a Chechen and Belarusian practice. Since the outbreak of full-scale war, the Russian authorities have also adopted this method of putting pressure on dissenters, especially in music and pop culture. Here are some examples from the last year.

Underdog and La Virgen bars

To whom: the police.

For what: for holding a charity event to aid Ukrainians.

Quote: “We apologize, including to all law enforcement officers who had to be involved in these events because of us and waste their time.”

Did it help: Yes, the security forces have left the bars alone.

Rapper Scally Milano

To whom: Yekaterina Mizulina, head of the Safe Internet League.

For what: for mentioning drugs in his songs.

Quote: “We have to be role models, but ones with the right values. I urge all performers to be responsible. The moment has come to change everything for the better, and I want to have an impact on this.”

Did it help: Yes, Mizulina gave the rapper another chance: he had his a picture taken with her and deleted some of his songs from streaming services. The security forces stopped disrupting his concerts.

Rapper Loqiemean

To whom: to everyone.

For what: for protest songs.

Quote: “I spent time in prison. More precisely, I spent five days under arrest in a pretrial detention center. On this occasion, I have to shore up my opinion about the complaints about the pots.* I was wrong: I should not wish harm to my army, because the army is inseparable from the people. And I am an inseparable part of this people.”

Did it help: yes, apparently. Roman Khudyakov (which is the rapper’s real name) has stopped making public appearances, however.

*[In a video recorded on 23 March 2022, Loqiemean is shown baking meat in clay pots and saying that he would like those who bombed an apartment building in Odessa to be cooked in clay pots. On 1 May , Yekaterina Mizulina posted this video on her Telegram channel, captioning it as follows: “But we definitely do not need such concerts in Russia. Let him perform at home in his kitchen.”]

Singer Charlotte

To whom: the police.

For what: for anti-war statements and burning his passport.

Quote: “I was mistakenly obsessed with false information [voice-over: “Why were you brought here?”] I had a misfire in understanding what was happening.”

Did it help: no. Charlotte has been charged on four criminal counts, including “disseminating fake news about the Russian army” and “discrediting the Russian army.” He’s now under arrest in a pretrial detention center.


Charlotte, “Posh or Not” (2019):
“When I see a person, I look into their eyes
It doesn’t matter what you look like
It’s important what you’re talking about
When I don’t see a person, I look up at the sky
It doesn’t matter what I look like
It’s important what I’m talking about”

Blogger Nastya Ivleeva, singer Philip Kirkorov, rapper Vacìo, and others

To whom: everyone.

For what: for an “almost naked” party, at which the guests were dressed scantily; Vacìo even came wearing only a sock over his penis.

Quotes:

Vacìo: “I want to say that I don’t support LGBT people in any way and didn’t want to make any propaganda about it. I condemn LGBT supporters. I apologize for offending the feelings of other people and for being involved in such a terrible video at such a difficult time for our country.”

Philipp Kirkorov: “I went through the wrong door. Yes, I knew about the event, had received an invitation, promised to come and came, but I didn’t know about the nature of the events that would take place behind that door. And so I left.”

Ksenia Sobchak: “I can tell you for sure for myself, my friends, I definitely did not want to offend anyone. If someone is offended by my appearance, I apologize for it.”

Did it help: We don’t know yet. It seems that the backlash against Ivleeva and her guests is still underway.

Source: WTF (Mediazona) email newsletter, 28 December 2023. Translated by the Russian Reader


Hüsker Dü, “I Apologize” (1985)

MOSCOW, Dec 28 (Reuters) – A rapper who attended a celebrity party with only a sock to hide his modesty has been jailed for 15 days, sponsors of some of Russia’s best known entertainers have torn up their contracts, and President Vladimir Putin is reported to be unamused.

An “almost naked” party at a Moscow nightclub held at a time when Russia is engaged in a war with Ukraine and the authorities are pushing an increasingly conservative social agenda, has provoked an unusually swift and powerful backlash.

A video clip of Putin’s spokesperson listening to an explanation from one of the stars who attended has been circulating online. Baza, a news outlet known for its security services contacts, has reported that troops fighting in Ukraine were among the first to complain after seeing the footage and that photographs of the event reached an unimpressed Putin.

Dmitry Peskov, Putin’s spokesperson, on Wednesday asked reporters to forgive him for not publicly commenting on the burgeoning scandal, saying: “Let you and I be the only ones in the country who aren’t discussing this topic.”

Maria Zakharova, a spokesperson for the Russian Foreign Ministry, said that the event had “stained” those who took part, but that they now had a chance to work on themselves, according to the Ura.ru news outlet.

The fierce backlash from the authorities, pro-Kremlin lawmakers and bloggers, state media, and Orthodox Church groups has been dominating the headlines for days, displacing stories about rising egg prices and allowing people to let off steam by railing against the show-business elite instead.

The party, in Moscow’s Mutabor nightclub, was organised by blogger Anastasia (Nastya) Ivleeva and attended by well-known singers in their underwear or wearing skimpy costumes who have been staples on state TV entertainment programmes for years.

DOUBLE APOLOGY

Ivleeva, who has since become one of Russia’s most recognised names, is seen in one clip showing off an emerald-studded chain around her backside worth 23 million roubles ($251,000) at a time when some Russians are struggling to get by.

She has since issued two public apology videos for the event which spanned Dec. 20–21.

In the second tearful apology, released on Wednesday, Ivleeva said she regretted her actions and deserved everything she got but hoped she could be given “a second chance.”

Nastya Ivleeva’s second social media apology for the “almost naked” party, posted on Wednesday

Her name has since disappeared as one of the public faces of major Russian mobile phone operator MTS, the tax authorities have opened an investigation that carries a potential five-year jail term, and a Moscow court has accepted a lawsuit from a group of individuals demanding she pay out 1 billion roubles ($10.9 million) for “moral suffering.”

If successful, they want the money to go to a state fund that supports Ukraine war veterans.

“To hold such events at a time when our guys are dying in the (Ukrainian) special military operation and many children are losing their fathers is cynical,” said Yekaterina Mizulina, director of Russia’s League for a Safe Internet, a body founded with the authorities’ support.

“Our soldiers on the front line are definitely not fighting for this.”

Many of the party’s famous participants have recorded apologies, including journalist Ksenia Sobchak whose late father Anatoly was once Putin’s friend and boss.

SOCIAL CONSERVATISM

The scandal comes at a time when Putin, who is expected to comfortably win another six-year term at a March election, has doubled down on social conservatism, urging families to have eight or more children, and after Russia’s Supreme Court ruled that LGBT activists should be designated as “extremists.”

Nikolai Vasilyev, a rapper known as Vacio who attended wearing only a sock to cover his penis, was jailed by a Moscow court for 15 days and fined 200,000 roubles ($2,182) for propaganda of “non-traditional sexual relations.”

Other more famous names have had concerts and lucrative state TV airtime cancelled, contracts with sponsors revoked, and, in at least one case, are reportedly being cut out of a new film.

The scandal has angered those who support Russia’s war in Ukraine.

Standing outside the Bolshoi Theatre on Thursday, Nadezhda, one Moscow resident, told Reuters she was outraged and thought those who took part should be punished and not shown on TV anymore.

“If you’re partying at least don’t film it,” she said. “At such a difficult time (for Russia), they should at least be ashamed. Aren’t they ashamed before those who are fighting for us?”

Alexander, another Muscovite, said those who attended had not broken any law and were free to do as they pleased at what was a private event.

But one woman who said her nephew had lost both legs in combat wrote in a post to the League for a Safe Internet that the stars should pay for prosthetic legs for her relative and others to make amends.

“That would be a better apology,” the unidentified woman wrote.

($1 = 91.6205 roubles)

Source: Andrew Osborn, “Russian stars’ semi-naked party sparks wartime backlash,” Reuters, 28 December 2023


In her first social media post about the scandalous party, released five days ago, Nastya Ivleeva wasn’t apologetic or teary-eyed at all. ||| TRR


The situation around the “naked party in Moscow,” in the course of which the Russian patriotic crowd has canceled many quite pro-regime figures, quite tellingly illustrates the degradation of Russian society. Previously, there were two realities: the reality of official propaganda, and a parallel reality in which there was “contemporary art,” “kinky parties,” and Knife magazine.” In exchange for symbolic loyalty to the regime, one could gain comparative individual freedom.

Now that time has come to an end. There will be no individual freedom even for the chosen ones. The only freedom that remains for Russians is the freedom to vote for Putin and the freedom to apologize to Kadyrov.

There is something incredibly funny about the fact that Russian culture, after all its sobbing about imaginary [culture] “cancellation” [on the part of the west], has finally joyfully taken the plunge and canceled itself.

Source: Aleksandr Wolodarskij (Facebook), 28 December 2023. Translated by the Russian Reader

Chipsoyed (Crispovore)

Nastya Ivleeva’s popularity almost guarantees trial purchases by loyal followers and innovative consumers. Photo: instagram.com/_agentgirl_/

Nastya Ivleeva to release chips under brand name Easy Peasy
As well as an energy drink and a chocolate bar
Timur Bordyug
Vedomosti
April 19, 2021

“Everyone knows me as a chip-eater [chipsoyed] – chips are my favorite snack. Producing my own chips is a natural decision for me, ” Nastya Ivleeva told Vedomosti. The launch and development of her brands will be handled by Bee’s Knees LLC, which Ivleeva and her partners registered in February 2021, Vitalius Paulus, one of the project’s co-founders, told Vedomosti. According to SPARK-Interfax, 45% of the LLC belongs to Anastasia Uzenyuk (this is Ivleeva’s married name; her husband is the [rapper] Alexei Uzenyuk aka Allj). Paulus and another co-founder of the project, Alexei Klochkov, each own 27.5% of the company.

Ivleeva’s partners are experienced marketers who have worked in senior positions at Procter & Gamble. Paulus was also the general director of alcohol distributor Bacardi Rus and vice president of marketing at Danone Russia, while Klochkov has held top management positions in the Pyaterochka and Dixie grocery chains. They were prompted to join the project by the fact that “Ivleeva is a source of traffic for grocery chains,” says Paulus. “Her image was successfully used to promote the special lines of Lay’s and Pepsi products manufactured for the Magnit grocery chain 2020, and this year the campaign was re-launched,” he said. Paulus believes that young people from Ivleeva’s more than twenty-million-strong audience are interesting to FMCG producers nowadays.

In the coming days, LLC Bee’s Knees will submit for registration with Rospatent [the Russian federal patents office) the trademarks Easy Peasy for chips and Chicha Boom for an energy drink. (Vedomosti has seen a copy of the application.) In addition, a chocolate bar brand will be registered (its name has not yet been disclosed), said Paulus. Thirty to sixty million rubles will be spent on launching the entire line of brands, and ten to twenty million rubles will be invested in each product, Klochkov said. According to him, the partners will invest money in proportion to the percentage of shares they own in LLC Bee’s Knees. They expect that in the near future their brands will occupy shares in their market segments “measuring in the billions of rubles.” For the launch of Ivleeva’s products, three “product categories with a turnover of several tens of billions of rubles, where several major players have 75% of the market” have been chosen, Paulus notes. “They are dominated by western brands, whose marketing and value agenda are shaped at global headquarters and are increasingly at odds with what Russian consumers think and feel,” he says.

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Source of popularity
Ivleeva is one of the most popular Russian internet bloggers. She has two Instagram accounts (with over eighteen million and seven million followers, respectively), a TikTok account (with over six million followers), and a YouTube channel (with over four million subscribers). In August 2020, Forbes ranked Ivleeva sixth in its ranking of the top fifteen bloggers by earnings on Instagram, estimating her income at $610,000 a year. (Placing a promo post featuring a photo on Ivleeva’s Instagram page costs 1.8 million rubles [approx. $24,000], a video, from three million rubles, and a “story,” 850,000 rubles.) According to Brand Analytics, in March 2021 Ivleeva took first place in popularity in the Russian segment of Instagram, ahead of blogger and TV presenter Olga Buzova (second place) and mixed martial arts fighter Khabib Nurmagomedov (third place).

Ivleeva was born in the village of Razmetelevo near St. Petersburg. In an interview with Yuri Dud, she said that in the 2000s she worked as a manicurist in the town of Koltushi, and then moved to St. Petersburg, where she worked as a nightclub hostess in a nightclub. She has lived in Moscow since 2015. In 2016, she was invited to host the show “Everything Is Possible” on the TV channel Yu, followed by the program “Heads and Tails” on the TV channel Pyatnitsa. In 2018-2019, Ivleeva played the main role in the TV series “Tourist Police,” which was broadcast on Pyatnitsa. On YouTube, Ivleeva launched two of her own shows – “Agent Show” and “Z.B.S.”

Yuri Dud interviewed Nastya Ivleeva in 2018

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According to a NielsenIQ retail audit, sales for 2020 in the product category “chips” amounted to about thirty-six billion rubles, “energy drinks,” to thirty-six billion rubles, and “chocolate bars,” to about 100 billion rubles. In the chips category, the top four manufacturers were Frito Lay, Kellogg’s, Lorenz Snack World, and Russkart, which occupy about 85% of the market in monetary terms, according to Gfk (a survey of 20,000 households in Russia, based on purchases tracked with scanners and mobile apps).

“Our business model is based on a natural extension of Ivleeva’s image, beloved by a multi-million audience, into the brands she sells,” Klochkov says. “It’s a fun and cheeky image, not snobbish or fake.” The products will be focused on the middle price segment. According to Klochkov, the key will be vivid, eye-catching packaging, “constituting a kind of pop art”. In promoting the brands, the partners intend to “rely on the powerful media resources” of Ivleeva, who will also serve as “a supporting figure in creating and producing the creative approach” [sic]. Ivleeva herself says that she plans to involve her company Ivleeva Production in promoting the new line.

Olga Andrushevich, marketing manager in the salty snacks category at Kellogg Rus (manufacturer of Pringles chips), admits that, strategically, Ivleeva and her partners have made the correct choice: the Bee’s Knees team has picked large segments that have been growing faster, on average, than the grocery sector for high-demand goods. At the same time, Ivleeva’s target audiences and the selected categories obviously overlap. According to Igor Pletnev, ex-CEO of the Dixie retail chain, the project optimally combines “Ivleeva’s media power” and “the professional baggage of Klochkov and Paulus, who are capable of attractively packaging a new image for consumers and the retail trade.” Unsuccessful launches by stars of their own brands are most often due to a lack of professional support.

However, Alexei Andreev, managing partner of the Depot branding agency, believes that the connection of brands with Ivleeva will be an argument in favor of buying a product only for her loyal fans, because putting a real person behind a brand usually hinders promoting it to wide audience. In his opinion, personifying a brand immediately makes a product a niche product. The blogger’s popularity almost guarantees trial purchases by loyal subscribers and innovative consumers, agrees Albina Iskakova, commercial director of the Belaya Dolina food holding. But, she said, she has “not seen successful examples,” in the medium and long term, of stars who launched their products and were able to compete on an equal footing with major industry players.

Andreev recalls that many manufacturers today consider the chips and energy drinks segments “toxic”: the authorities have repeatedly discussed restrictions on advertising products whose health benefits are dubious. According to Andrushevich, many major brands are beginning to retool recipes and packaging, making them healthier for consumers and the environment, as consumers have become more attentive to the quality of products, their ingredients, and the environmental friendliness of packaging. “It will be very interesting to look at the ingredient list in the new products from Ivleeva,” she says.

Translated by the Russian Reader