The titular ethnic group in the area are the Udmurts, who have vibrant folk song traditions.
Every year since 1958 the capital Izhevsk has been hosting a traditional musical festival dedicated to the birthday of Tchaikovsky.
Udmurt musicians of this movement include Ivan Grigoryevykh, singer Nadezhda (Nadia) Utkina and composer Marina Khodyreva.
In 2001, three CDs with authentic folk music were produced under the common title "The New Song of the Ancient Land".
[1] Native Udmurt ethno-pop recording act Buranovskiye Babushki represented Russia in the Eurovision Song Contest 2012.