To find new forms for music promotion is an important effort to support both established companies and new entrepreneurs. Russian online music and media landscape is nowadays more diverse than ever. The audience involvement in promoting music on the social media results in decreasing costs for the industry, reaching wider audiences, connecting live and online activities. At the same time, the pleasure driven audience involvement relies on time and energy investment. The presentation sheds light on the practices of users’ activities in music promotion on VKontakte and other relevant Russian SNS.