Our last interaction with this contest was in 2013, when Gor Sujian’s band, the Dorians, performed their song “Lonely Planet.” Over 4500 people attended this send-off celebration for the band. DEEM also supported the Dorians at a promotional concert in Hamalir, where they took the stage with Eurovision Diva, Sirusho. The combination was original and sparked interest as a concept.
Armenia participated in the Junior Eurovision as well. In 2010, Vladimir Arzumanyan brought the first victory with the song “Mama”, and Malena won the 2021 contest with the song “Qami qami”, which means that Armenia gets to host the event this year. A fairly good country promotion deal, don’t you think?
What caught our attention was the video production by our good friend Aramayis Hayrapetyan. The director of this music video demonstrates world-class creativity through his approach and a professional production value. He delivers a short film worthy of awards at film fests. Besides the creative angle, the feel, and the look, Aramayis captures the magic of the song and offers it to us in his fantasy-like visualization. The flying house, which was built from scratch for the film, reminds us of the classic Wizard of Oz movie, where Dorothy is transported from Kansas to the Land of Oz.
Recently, our Creative Director, Raffi Niziblian, had the occasion to speak with Aramayis and discuss his inspiration for production and the challenges it presented. Catch the discussion in this . DEEM and Aramayis have collaborated in the past on multimedia production. One great example is the 3D reincarnation of some of Armenia’s and Europe’s noble people during the Europe Day 2021 events. For five days straight, the live projections brought back to life the likes of Marie Curie, Komitas, Zabel Yesayan, and Beethoven.
This year’s entry is quite a marketable product. In the wake of the pandemic and all the wars going on, it is crafted to cater to an audience that is desperate for honesty, purity in music, and inspiration that leads to hope. As strategic communication and creative agency, we believe that this song has great potential to win the hearts of the public and become a favorite. Young Rosa Linn is exceptionally talented and has shown true promise for a bright career in show business. With the right public relations and communications team’s help, the song has all the potential of winning – unless the politically-driven voting prevents it, of course.
In conclusion, we think that Armenia demonstrated its creative potential with this year’s entry. Many of our team believe this song to be a winner, and the video is absolutely creative and successful – no matter what the contest viewers will choose to vote for.
Who will you vote for this year? Catch all the entries on the Eurovision 2022 YouTube Channel.