Researching regional music consumption modes is a key to understanding consumption mechanisms, consumption philosophy and, simply, reasons why people in different territories listen to different kinds of music in different ways. The case of post-Soviet Russia is particularly characteristic. It explains why one of the world’s potentially biggest markets for music consumption remains rather introvert and does not realize its potential in full - due to inward-looking media mentality, post-superpower complexes and lack of state policy in the cultural sphere.