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The New Gals

The arrest of the band Post-Truth is believed to mark the beginning of the Novyye Chuvikhi movement.
Native name	Новые Чувихи
English name	The New Gals
Time	2017 - present
Location	Cosacakaya
Cause	rising authoritarianism of Cyrene III, High Archduchess of Cosacakaya aftermath of Black Thursday growing social conservatism in Cosacakaya

Новые Чувихи (Novyye Chuvikhi) or (new gals), is a term coined by Sergey Abdrazakov to describe a predominately female feminist and anti-establishment cultural phenomenon in the Cosacakayan Music Industry. The conception of the genre emerged in the early 2010 amongst several feminist music collectives to protest policies of Cyrene and slowly became more popular with the adoption of the style by mainstream artists such as Reeztochka and Alina Kosova.

Novyye Chuvikhi is made up of a diverse range of music genres and defies easy categorisation. Instead what unites most artists in the genre is their lyrics speaking of political activism, feminism, and a rebellion against the establishment. Originating as a social response to 2018 Constitutional Crisis, the genre has since evolved into a distinct genre of popular music in Cosacakaya that blurs the line between political activitism and musical performance. Many artists have embraced it in order to challenge societal norms and polices of Cyrene through their music. Despite government attempts at censorship, Novyye Chuvikhi continues to be the most popular music genre in Cosacakaya.

History

Origins

The arrest of Post-Truth sparked outrage in the music community.

The roots of Novyye Chuvikhi can be traced back to 2011 as an underground subculture in many urban areas among disillusioned youth. The

growing dissatisfaction and artistic dissent among female musicians

The arrest of the band Post-Truth is believed to mark the beginning of the Novyye Chuvikhi movement.

The name was coined by Sergey Abdrazakov to make fun of new, mostly female, artists.

Role of Black Thursday

Marija Tolokonnikova is considered the mother of Novyye Chuvikhi.

• mass arrests of future Novyye Chuvikhi
• meet in prison and form music collectives
• inspires others to sing protest songs

Into the Mainstream 2019 - 2021

Dina Gyrdymova's album Стервозность played a pivotal role in propelling the Novyye Chuvikhi genre into mainstream Cosacakayan music. Released in March 2020, the album was a catalyst for introducing the new genre's distinctive style and rebellious lyrical elements into the popular imagination of the music scene in Cosacakaya. Despite being significantly different from her previous album, it is considered Gyrdymova's best work by critics and won a vote for her best album by fans. That year, the album surprisingly won Album of the Year during the 2020 Cosacakaya Music Awards ahead of albums such as [PLACEHOLDER] and [PLACEHOLDER].

Dina shocked the music industry during her acceptance speech by telling the crowd "Я - новая чувиха" (I'm a new gal ) after her win during the 2020 Cosacakaya Music Awards. In her music video [PLACEHOLDER], images associated with Novyye Chuvikhi provoked backlash from the conservatives for it's anti-Cosacakayan rhetoric and explicit lyrics. Despite this, the video trended on popular Cosacakayan social media platforms for days and the hashtag #I_am_a_Novyya_Chuvikha was trending for nearly two weeks afterwards. Not only did Стервозность resonated with her fans but also inspired many others smaller artists to adopt the style into their music.

In 2021, singer Reeztochka surprised the nation and became a trailblazer by being the first major, mainstream artist to adopt the Novyye Chuvikhi style following her public split with  Nikolay Ipjian and  Cosacakayan Modern Music Group. Her hit song, Беги, беги, беги marked a turning point in her career as it marked the first time she incorporated Novyye Chuvikhi's style of anti-establishment societal critic and political commentary. This move by Reeztochka is widely agreed to mark the genre's acceptance into the broader musical landscape of Cosacakaya and the start of a so-called second-wave of Novyye Chuvikhi.

In that year, critics noted a Novyye Chuvikhi wave as dozens of songs adopting the lyrical style being released and many other artists and bands signaling their support for this new kind of genre. Alina Kosova emerged as the face of second-wave of Novyye Chuvikhi after the release of her hugely successful album [PLACEHOLDER]. Albums and singles written by Novyye Chuvikhi earned multiple nominations and won several awards from 2021 to 2022 - including sweeping the nominations for Best Song of the Year and Album of the Year during the 2021 Cosacakaya Music Awards.

Modern Day

Natalya Kovicha is considered the latest popular Novyya Chuvikha.

Today Novyye Chuvikhi continues to remain extremely popular in Cosacakaya - with Novychuvikhi songs consistently reaching top of the charts. Many of Novyye Chuvikhi are considered some of the most famous people in Cosacakaya and enjoy enormous influence over popculture. It has significantly impacted the Cosacakayan music scene, influencing not only content but also the industry's gender dynamics. Female artists aligned with this movement have gained significant influence and power, challenging the traditionally male-dominated music industry.

However, it's rise and continuing popularity has sparked a culture war between the socially conservate government and the Novyye Chuvikhi movement. In recent years, self-identified Novyye Chuvikhi artists and bands have faced far greater scrutiny from the authorities. Several Novyye Chuvikhi artists have complained about harassment from the police and censorship on Cosacakayan radio and television. Dina Gyrdymova spoken on social media about facing a blacklisting at government owned venues and arenas. Clashes between Novyye Chuvikhi and the government recently resulted in the arrest of music star Reeztochka.

In spite of government attempts at censorship, the Novyye Chuvikhi style has continued to have a significant impact on several up and coming female music stars in Cosacakaya. A so-called Novyye Chuvikhi third-wave has emerged in spite of government repression since 2022 - often by-passing blacklisting through social media and video streaming platforms. Some of the most up and coming third-wave artists include [PLACEHOLDER], Galata and Maybe Girl. Natalya Kovicha is viewed as the queen of Novyye Chuvikhi through her enormous following on her social media plaforms. Her songs regularly trend and she is placed Xth for musicians whose songs were most often used by users in their videos.

Impact

Novyye Chuvikhi is made up of a diverse range of music genres and it defies easy categorisation, as artists experiment with various musical elements and genres. Many notable Novyye Chuvikhi artists belong to a wide range of musical genres - being pop artists from all-female heavy metal bands to artists like Alina Kosova, who fuse traditional Cosacakayan sounds with contemporary genres. As a result, critics have struggled to firmly identify what the genre Novyye Chuvikhi is and it often changes wildly - even among self-identified Novyye Chuvikhi.

What unites Novyye Chuvikhi artists is characterised by their venturing into politics and societal critic, feminist ethos, anti-establishment stance, and a commitment to social change in their lyrics and public image. Artists associated with this movement often address political and social issues, gender equality, and advocate for justice. For many noteworthy Novyye Chuvikhi, they thrive on the principles of empowerment, autonomy, and the dismantling of systemic barriers.

According to feminist writer Natia Durova, at its core, Novyye Chuvikhi embodies a fervent feminist ethos and an unyielding anti-establishment stance. Artists associated with this movement utilize their craft as a powerful tool for socio-political commentary, challenging traditional norms, and advocating for gender equality, gender justice, and societal change. By including lyrics which comment on these issues, Novyye Chuvikhi deliberately blends the line between poltical action and song writing.

The most agreed upon definition of what makes the Novyye Chuvikhi genre is by the mother of the movement Marija Tolokonnikova. The music produced can be any genre and by music artist, but is the message of political activism, third-wave feminism, and a rebellion against the growing social conservatism in Cosacakaya is what makes a song writer apart of the Novyye Chuvikhi movement. For the Novyye Chuvikhi banner is characterized by its boldness, addressing social issues, and challenging the status quo.

Splinter Novyye Chuvikhi Groups

An early member of the movement, Kaia has been a critic of mainstream Novyye Chuvikhi Groups.

With Novyye Chuvikhi entering mainstream Cosacakayan pop culture in 2019, the movement started to become severely splintered between those supporting this shift and those against. Many older members within the movement have the strong belief that mainstream media has distorted Novyye Chuvikhi's message and misrepresented their image. They feel that the radical political aspects of Novyye Chuvikhi have been subverted by the likes of the Natalya Kovicha and their cleaned-up, consumerist image designed for mass market consumption rather than challenging the status-quo.

Performers like Kaia have complained on social media how so-called third-wave Novyye Chuvikhi artists and groups are more interested in "selling records and being famous than fighting the fascism." She has also criticized the rise of girl power message by artists such as [PLACEHOLDER] as puppets of consumerism and big business. Expressing the fact that it is impossible for the Novyye Chuvikhi movement to become a truly revolutionary social movement if it's been co-opted by consumerists.

Many of the activists involved in early growth of Novyye Chuvikhi are still active and continue to release politically charged music and carrying out guerrilla gigs in symbolically important public places. Post-Truth is particular have been arrested several times for their performances and provocative music videos explicatively calling out the Monarchy. Moreover, since their arrest in 2014, the collective has grown to around a dozen performers and close to 20 people who handled the technical work of content creation and shooting and editing their music videos

In 2022, Marija Tolokonnikova founded the electro-feminist post-punk protest music collective group [NAME] and released album [PLACEHOLDER]. The controversy surrounding the album and it's depiction of the High Archduchess provoked backlash and her subsequent arrest later that year. Perhaps most prolific of all is powerviolence band [PLACEHOLDER], releasing seven albums from 2016 to 2023.

Other cultural impacts

Social Media

Since the late 2010s and early 2020s, the rise of Novyye Chuvikhi has been driven by the growing internet and social media use in Cosacakaya - allowing the movement to avoid government censorship typically employed in satellite broadcasts and radio. This has allowed Novyye Chuvikhi artists to reach both a local and global audience and to communicate readily with their fans. This has allowed many artists associated with the movement to galvanize support for their causes not just to Cosacakayan youth, but also an international audiences.

Social media platforms provided a space for Novyye Chuvikhi artists to engage in political activism and organise against the conservative government's backlash and attempts at oppression. Dina Gyrdymova frequently using her social media presence to speak out against censorship and blacklisting by the Cosacakayan government. Whereas Reeztochka has used her celebrity to engage her audience in important political issues and urged them to share their experiences about issues such as rascism, homophobia, and discrimination. Most notably, she urged her fans to vote against pro-government candidates during local elections and raising money for bailout arrested activists.

The movement's visual aesthetics include bold rebellious graphics, feminist symbols, and anti-establishment imagery. The widespread sharing of Novyye Chuvikhi's visual content on platforms like [PLACEHOLDER] has contributed to the movement's popularity - with memes associated with Novyye Chuvikhi artists being the most widely shared content in Cosacakaya. Many of the visual aesthetics adopted by Novyye Chuvikhi artists and band have played a significant role in allowing it trend on popular social media platforms and has allowed many third-wave Novyye Chuvikhi to gain popularity on social media - the most notable example being Natalya Kovicha viewed as the queen of Novyye Chuvikhi only because of her enormous online following.

Fashion

Influencer Rita Kurachyova wearing the typical Novyye Chuvikhi style

Novyye Chuvikhi has made a significant impact on the world of fashion in Cosacakaya and has been credited with being the strongest influencer of youth fashion trends in the country. One of the primary ways Novyye Chuvikhi artists and bands have significantly impacted fashion is by challenging traditionally conservative gender norms in Cosacakayan and encouraging fans to embrace self-expression through fashion. Galata is the most public Novyya Chuvikha to openly reject traditional views of femininity in Cosacakayan culture and frequently embrace a more gender fluid fashion.

The Novyye Chuvikhi band members often wear unconventional and avant-garde outfits which deliberately blur the lines between traditional male and female fashion. While not adopted by more mainstream popular culture like Reeztochka and Alina Kosova, many more radical and less mainstream artists encourage their fans to embrace gender swapping and wear male fashion.

Tanny Popova embrace of the movement has influenced her public image in breaking from stereotypical feminine attire and establish her won .

Inspired followers have adopted bold and unconventional outfits, echoing Novyye Chuvikhi's edgy and rebellious image. This has affected fashion by promoting experimentation, personal style, and expressing one's identity through clothing choices With their distinctive style, empowering message, and influential persona, Novyye Chuvikhi has challenged traditional norms and fueled a fashion revolution.

The movement's rise in the fashion world has also challenged unspoken social issues affecting Cosacakayan youth including sexual harassment, body positivity, and mental health. Rita Kurachyova praised the Novyye Chuvikhi fashion rebellion and how it has opened up a conversation about body image issues in Cosacakaya. Adding that their fashion has exposed long standing issues about the representation and treatment of models and how the fashion in Cosacakaya fails the promote a healthy body image to young girls.

Reaction

Supporters

Tanny Popova described Novyye Chuvikhi as the greatest thing to happen to the Cosacakayan Music Industry.

• loves democracy
• fights for women's rights
• exposes sexism

Criticism

[PLACEHOLDER] called out Novyye Chuvikhi for excluding male artists.

During the 2022 Cosacakaya Music Awards [PLACEHOLDER] gave a speech criticising Novyye Chuvikhi for excluding male artists.

• Why only females?

Another major criticism of Novyye Chuvikhi has been for its lack of diversity and underrepresentation of ethnic minority within the movement. Despite its feminist and anti-establishment believes, a study conducted by the Southwest University of Osti found that genre largely features white and white passing artists. These issues has been called out by artists like Kaia and Marija Tolokonnikova who complain that "Novyye Chuvikhi was created as a way to protest policies of Cyrene and challenge societal norms," but now has become "increasingly commercialized with mainstream artists such as Natalya Kovicha and their cleaned-up, consumerist white savior image designed for mass market consumption" rather than challenging the status-quo. Several North Lipkan groups have complained that Lipkan artists face systematic discrimination among the Novyye Chuvikhi movement.

• fAmIlYvAlUeS and god under threat

Notable Novyye Chuvikhi

Marija Tolokonnikova is considered the mother of Novyye Chuvikhi and is the best known Novyya Chuvikha artist. However, numerous artists have emerged as key figures and influencers, contributing to its growth in Cosacakaya. Notable musicians within the movement include Reeztochka, Alina Kosova, and Natalya Kovicha

• 

  Pushka's protest music and arrest made her one first Novyye Chuvikhi. Her actions inspired Dina Gyrdymova album Стервозность.
• 

  Reeztochka is considered to be one of the first mainstream Novyya Chuvikha.
• 

  Alina Kosova emerged as a second-wave Novyya Chuvikha after the release of her album [PLACEHOLDER].