The group mixes traditional Russian folk songs with electronic sounds,[1][2][3] producing a unique blend of world music.

Their debut album Kostroma (named after East Slavic fertility goddess) was highly praised by critics.

[4][3][5][6] In 1999 and 2000, "Ivan Kupala" won "Ovation" awards as "Folk group of the Year".

[8] The band has made a cultural impact reinventing an authentic Russian folklore.

[9][10] Some Russian critics noted that the success of "Buranovskiye Babushki" on Eurovision-2012 was anticipated by "Ivan Kupala".