BS”D
That style is an outgrowth of his a capella CD where he recorded his father’s niggunim for what ended up being a gift for contributors to his family’s tzedoko project.
Most of the songs I have heard from that album (I can’t buy it here or download it) are obscure Chabad niggunim that are hardly heard anymore as Chabad has expanded (BH) past its Russian roots. Niggun #1 Baruch Elokeinu was one we used to sing in Moscow and until this album came out I did not even know it was known outside the family and friends of the Yid (Reb Yitzchok Kogan, the Tzaddik of Leningrad) who taught us to sing it.