After dropping out of university at 21, in 2008 Ilya became the Editor of the then most influential Moscow entertainment and city life magazine Afisha. During his five year tenure Afisha published more than 100 issues including a “Coming Outs” one (as an answer to the ”LGBT propaganda” law adopted by State Duma), as well as a few mammoth specials like “Oral History of Russian Media” and “Oral History of Russian Internet”.
He stepped down in 2013 to become the Product Director at Afisha publishing company, launching three separate web-based media and а TV streaming service in one year.
In October 2014 he finally left Afisha, and together with two partners launched Meduza, a groundbreaking Russian language web news outlet based in Riga, Latvia. By July 2016 the monthly readership of Meduza exceeded 5.6 million unique visitors, with 500,000 app downloads and more than 1,000,000 followers on social media. 70% of Meduza’s audience is based in Russia. Meduza published 200 native advertising projects in 2016.