Following the departure of major labels from the country and the advent of constraints in the music industry, Yappy the short video app took the initiative to support aspiring musicians. This led to the creation of the "Yappy Hit" project, which was a step towards the launch of the Yappy Music label. The first stage involved a cover contest for the well-known hit "Venus-Jupiter." We managed to gather more then 900 submissions and select 4 contestants for shooting in a reality show. The finalists worked on original tracks with a team of Russia's top sound producers and Vanya Dmitrienko, a popular performer among the young. In the project finale, the artists had the opportunity to release their songs on streaming platforms and perform on a big stage before 100,000 viewers. By the decision of the expert jury, the 17-year-old Masha Mirova emerged as the winner, signing a contract with the label and starring in her own music video. Her track "Pustotsvet" entered radio rotation and became the soundtrack for the hit series "The Poor Laugh, the Rich Cry" on the federal channel TNT.