With a singing gait: Nyusha's hit helped a single mother raise money for repairs

The delivery service courier saved up for repairs thanks to the video for the song "Where you are, there I am". Nyusha's 2015 track went viral online and hit the charts again. He ranks 50th on Yandex Music, 22nd on Apple Music, and 13th on the Shazam Top 200. There are about 30 thousand videos with trending sound on the Internet. Users film their passes to music in unexpected crowded places — in a subway car, on board an airplane. The author of one of the videos, a mother of two who moonlights as a delivery courier, unexpectedly participated in a flash mob that helped him move closer to his dream of moving into his own home with his children. Users, including domestic celebrities, supported her with likes and rubles. For more information, see the Izvestia article.

Celebrities supported the courier mom

Social networks have announced a new trend — getting out of the comfort zone. Those who are afraid of social phobia, in the language of users, shoot videos with their confident and courageous passage in crowded places. Everything was accompanied by Nyusha's suddenly started song "Where you are, there I am", which was released ten years ago. Bloggers parade past passengers who are perplexed by what is happening in subway cars, along the rows on board airplanes. One of the videos was shot right in a traffic jam on Tverskaya Street in Moscow.

Against the general background of the heroines of these plots in fashionable bows and with spectacular makeup, a positive video of a courier mom from the Moscow region stands out. As an outfit, there is a recognizable uniform with a huge backpack on its back. In her arms is a little daughter.

"Fiery mom!" comments blogger Ksenia Dukalis.

The author is 33—year-old Natalia Leka. She is raising two children alone — the eldest is 14, the youngest is two years old. A few years ago, the family moved from Belgorod to the Moscow region. Natalia has been working in delivery for more than six months.

— I have a second higher education in psychology. But I don't always have a job, and I'm on maternity leave. At some point, I realized that I wouldn't have anything to cover the mortgage payment, and I started thinking about what to do. I feel safe now, and I feel good," Natalia shared with Izvestia. — The video was shot after business hours, on the way back, when we completed the delivery. I don't always take my daughter with me. Only sometimes, when there is an opportunity, and no more than an hour slot, so that she feels comfortable. She mostly sleeps at this time.

A girl has a mortgage in Voronezh. There were suitable financial terms of the deal. She plans to move into her own apartment when she makes repairs in the apartment. Participation in a flash mob called Nyusha's track unexpectedly brought the courier mother closer to realizing her dream. The video has more than 4 million views. There are words of support in the comments, including from Russian celebrities. "I sent the money! Take care of yourself and the children," wrote director Sarik Andreasyan.

— He transferred 50 thousand. Lisa Seaman, his wife, wrote to me, recommended publishing the details and said, "Give people the opportunity to support you." Actress Zoya Berber also wrote and made a transfer of 10 thousand rubles. While I'm talking to you, I'm on my way to a meeting. I was invited to a restaurant with my baby," Natalia said.

Later, another 50,000 was transferred by blogger Sofia Broyan, the girl said.

We need a million dollars for repairs. The goal for April was to accumulate 200 thousand rubles. Before the video was published, Natalia earned 78. A week later, thanks to user support, the amount was collected.

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Why did Nyusha's song get started after 10 years

The singer herself also joined the trend. Her video was watched by more than 9 million users for her own hit. After the track hit social media, it returned to the charts. In Apple Music, "Where you are, there I am" is currently on the 22nd line. In the Shazam Top 200 ranking, Russia is in 13th place. On Yandex Music, it's on the 50th.

— It's difficult to explain why this particular song started. A moving motif, an elastic beat, but nothing outstanding or superior to, say, many other tracks by the same artist. Probably, this composition, especially along with the confident passages in the reels, has some kind of charging vibe, which turned out to be relevant today," suggests musicologist Sergey Uvarov.

The expert is inclined to believe that the sudden virality of old songs is a random process and a happy coincidence. The general public, he believes, can be hooked by the spectacular coincidence of music with video (if we are talking about reels or tiktoks), some line of text or unusual behavior of the performer in the process. Evgeny Safronov, the founder of the InterMedia news agency, in turn, notes that it is difficult to organize such a revival specifically.

— Ten years ago, singer Nyusha was in the spotlight of viewers and the media, participated in many projects, became the best singer according to Oops! magazine, and fought several lawsuits at once. The song was also at the top of the charts. The reasons for the return of public attention to the works of previous years are always the same — a successful entry into the media field. It is quite difficult to organize this on purpose, in most cases it is a combination of circumstances. But such reminiscences, as well as sustained inclusion in world classics, tend to be exactly what happens to the most popular works at the time," explains Evgeny Safronov.

As observations show, there are two ways forward: the song can continue to gain popularity and rise in the charts, or the trend will change to another, and it will remain at the level of a momentary meme. But even so, he did, perhaps, the main thing — he showed how strangers can unite to help fulfill someone else's dream.