The key facts
- Sergey Zhukov is surprised by Gen Z's interest in Ruki Vverkh! songs
- For its 30th anniversary, the band released the album Vrubay na polnuyu — its first full-length work in 14 years
- The anniversary tour began in the summer in Moscow; the band is already working on its next album
The younger generation's interest in the songs of the band
Sergey Zhukov, frontman of Ruki Vverkh! (Hands Up!), admitted that he is surprised by Gen Z's interest in the band's work. He spoke about this in an interview with the Public News Service, noting that, despite the band's 30th anniversary, its concerts are attended not only by fans who grew up in the nineties but also by young listeners.
How the audience has changed over 30 years
According to the artist, over three decades the audience has changed noticeably: those who listened to Ruki Vverkh! in their youth have grown up but keep attending the shows, and they are increasingly joined by young listeners who discovered the band's work much later.
Anniversary tour and new album
For its 30th anniversary, the band organized a large-scale tour: the anniversary concerts began in the summer in Moscow, after which the musicians went to other cities — recently the band performed in Ryazan. Zhukov named the chance to fill the country's largest stadiums as one of the main goals of the tour.
First album in 14 years
For the anniversary, the band prepared its 11th studio album, Vrubay na polnuyu (Turn It Up Full Blast) — its first full-length release in 14 years. The record includes 15 new songs in which, by the performers' design, the recognizable sound of Ruki Vverkh! is combined with a modern musical approach. Zhukov noted that the band spent a long time preparing to release the material but will not stop at the anniversary release: the band has already begun work on its next album.
Why old hits are finding a new audience
Earlier, Life.ru explained why the songs of Ruki Vverkh! have again become popular among Gen Z: according to Zhukov, young people did not live through the nineties but got to know that era through films and music, and interest in the culture of the past helps old hits find a new audience. Thus, the singer's current admission of surprise at Gen Z's interest complements his earlier comments on the reasons for this phenomenon.
