In 2022, the Russian rapper Morgenstern faced a dramatic downturn in advertising revenue, with estimates indicating an 80% decline. This assessment comes from Vedomosti, which referenced findings from the Association of Bloggers and Agencies. The report highlights that Morgenstern’s earnings dropped from about 126 million rubles in 2021 to roughly 24.9 million rubles in 2022.
The calculations considered clearly visible advertising placements on major platforms such as YouTube and Instagram, along with Telegram content produced by widely followed bloggers who are identified as foreign agents. Analysts observed that half of the top ten bloggers in this category showed a negative income trend, attributing part of the revenue shortfall to the blocking of Instagram within Russia.
Experts also noted that Morgenstern’s income slackened further due to controversies surrounding his public image and name. Market observers point out that public disputes can influence audience engagement and sponsorship opportunities, which in turn affect earnings for artists who rely on brand partnerships and platform-based monetization.
Additionally, discussions in the music community touched on how Morgenstern’s departure from Russia impacted the broader cultural landscape. A former composer, Igor Matvienko, offered perspectives on the ways this move reshaped contemporary pop culture, suggesting that shifts in geographic and regulatory environments can alter the dynamics of popularity and influence within the sector.