Cява first appeared in the music video "Бодрячком!" which portrayed the life of Russian urban lowlifes. This video, as well as the follow-ups "Отдыхаем хорошо" (which depicted urban lowlifes at the 'rave' party) and "Коры-кокоры" (lowlifes at the Russian village) became huge hits in the Internet and got millions of views on sites like YouTube and in the social networks. Cява and his band started touring and performing in night clubs.
As Cява's songs contained explicit lyrics, they were rejected from airplay and TV broadcast. But the phenomenon of the artist, who became famous only with the Internet virus-like promotion, could not be ignored by TV. Cява appeared and had his minute of fame on several major Russian broadcast TV channels.
Cява's main band members are «Сиплый» (Илья Друзьякин, who works as a sound engineer in real life) and «Сержаня» (Сергей Шкарупа, a history teacher from Perm State University). On the stage and in the music videos «Сержаня» appears as a guitar player, and «Сиплый» as a scary huge thug.
DJ Spy tours with the band as the DJ.
Сява & Ноггано are often referred in the media as the originators & main stars of the gop-hop (гоп-хоп) genre.