We had the good fortune of connecting with Armov and we’ve shared our conversation below.
Hi Armov, where are your from? We’d love to hear about how your background has played a role in who you are today?
I was born into a musical, traditional Armenian family which was and is to this day immersed in song and dance. Born in Sochi, and spending much of my childhood between the country of George and Armenia, my ancestral land, I was always heavily immersed in that music and culture. Being exposed early to traditional folk music, and the talented people in my family who are virtuosos and expert dancers, helped plant a seed of music in me that has grown into what it is today. In the 80s, my parents managed a large touring band of dancers and musicians which performed all through Europe and Asia. In a way, I’m trying to keep that musical flame alive and pass it to future generations in my family.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My number one mission is to help the world understand the extraordinary power of music. It’s easy to play a piece of music in the background as we tackle every day tasks, but to understand how music and the arts have constructed the very pillars of our modern societies – that’s where my love and fascination with music begins. With “Armov,” my longest running musical project thus far, I combine viral content and with a musical twist to demonstrate how music surrounds and heals us energetically on a daily basis, whether that’s at the gig, or back from work, or going to a date, after the date, at a wedding, at your family home, or at the gym. My content has been seen in dozens of countries all over the world by millions of people, who have personally been impacted by the energy that my musical creations put out. Since the creation of my viral videos, I have had the opportunity to work alongside some of the biggest names in instrumental music, and some upcoming names in popular culture and entertainment. But the journey wasn’t without its hurdles. There have been setbacks, people who haven’t been very fair to me contractually, venues that have sold me and my bands short. Fortunately, I’ve been instilled with the courage and wisdom of my parents to never allow doubt to creep into my music. Making money at a certain point becomes the easy part of the process – maintaining the integrity of your work and upholding its quality seems to be the trickiest part in the long run. To summarize the point, Artists have the ability now to grow their own niche, nurture it, and with the proper strategy, create a fruitful business of their own. I believe there is a next step we must take, and indeed that I try to take with Armov, which is to assert the healing power of music to the world, to try to purify it in the sense of eliminating the gunk, the deception, the “marketing for marketing’s sake,” and the cheap tactics which distract from the music itself and perpetuate industry-wide corruption. Sounds like a daunting task, right? Maybe, but I believe the effort must start somewhere.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Favorite place to take my best friend to would be hands-down Lake Ritsa in the country of Georgia. Lake Ritsa is a colossal, ancient site where many powerful kings and queens have spent their summers, and which has in the last few decades been slowly opened to the rest of the world for tourism. We would go fishing in the lakes like the indigenous people of that region, collect fruits from the forest, camp out at the abandoned homes of the billionaire aristocrats, and explore the mountains in the morning. Now that sounds like a vacation.
Who else deserves some credit and recognition?
First credits go to my parents who instilled in me the unapologetic love for music and the arts. Second, I want to thank my mentors early on, who helped focus my love for music into a productive learning endeavor. Third, to my teachers at University of Southern California and University of North Texas who helped polish my musical vision. And lastly, all my colleagues and friends who continue to inspire me musically and push my dedication to the craft every day.
Credits for all images (except for the one where we’re sitting) go to Ayaan Ahsan of Ahsan’s Media House, @thatpostguy