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Siranush Hrachyayi Harutyunyan (Armenian: Սիրանուշ Հրաչյայի Հարությունյան; born 7 January 1987), known professionally as Sirusho (Armenian: Սիրուշո), is an Armenian singer and songwriter. She received her first award when she was nine years old for her song "Lusabats". Sirusho's first studio album, Sirusho, was released in 2000 followed by the second album Sheram in 2005. In the same year, she was awarded the Future of Armenian Music, Best Album and Best Female Performer awards in the first Armenian National Music Awards.[1]

Key Information

Sirusho reached international recognition after representing Armenia in the Eurovision Song Contest 2008 with her co-written song "Qélé, Qélé" in Belgrade, Serbia.[2] The song finished fourth in the final and became a hit in Europe. The BBC described her as "national treasure" of Armenia during the contest.[3]

In 2012, Sirusho released the single "PreGomesh", which inspired her to launch a range of handcrafted silver jewelry of the same name, representing Armenian culture and craftsmanship mixed with modern fashion trends.[4] Sirusho is the first Armenian artist to be twice-nominated at World Music Awards with "PreGomesh".[5]

In 2013, W magazine featured Sirusho in their list of "6 un-American idols", with the author saying "the door is still open for Sirusho to introduce the world to a sound and language largely unknown in the West".[6][7] In 2017, Sirusho was awarded with the title of Honored Artist of Armenia upon the decree of President Serzh Sargsyan.[8] Sirusho's musical style reflects the Armenian traditional sounds mixed with modern music.

Life and career

[edit]

1987–2004: Early life and career beginnings

[edit]

Sirusho was born in Yerevan, Soviet Armenia, on January 7, 1987,[9] to actor and director Hrachya Harutyunyan, and Syuzan Margaryan, one of the most popular singers in Armenia in the 1980s-1990s.[10] Sirusho won her first award as a child at the Armenian National Music Awards for her performance of "Lusabats", an Armenian folk song written in the early 20th century by Komitas. At the age of seven, Sirusho began to write her own music and lyrics in Armenian and English.[10][11] At the age of nine she won another award at the Young Talents Contest for one of her own compositions. She released her first studio album Sirusho at the age of 13.[10] Sirusho graduated from Yerevan's Khachik Dashtents School #114 in 2004. She subsequently studied piano at the Sayat-Nova Music School[10] and graduated Yerevan State University with excellence in international relations.[1]

2005–2009: Sheram and Hima

[edit]

"I have worked and toured a lot this year, and even in a few hours after this event, I'll be flying to the U.S. for concerts, and i want to thank all of you for giving me the wings for all future flights in my life"

—Sirusho during the acceptance speech of her second "Best Female Artist Award" 2005 in Armenia[12]

Although Sirusho mainly performed soul and pop for most of her career, she decided to work on an album of Armenian folk songs by gusan titled Sheram, which was released in 2005.[10] The album also included the single "Shorora", which was very well received. In 2005, Sheram was awarded the Best Album of the Year award at the Armenian National Music Awards. Sirusho also won the "Best Female Artist of the Year" award.

In 2006, Varduhi Vardanyan, a renowned Armenian singer, died. Varduhi has been a close friend of Sirusho's since her childhood. After her death, Sirusho dedicated a song titled "Mez Vochinch Chi Bazhani" ("Nothing Will separate Us"), which is included in Sirusho's album "Hima" ("Now"), to Varduhi.

Also in 2006, Sirusho received the award for Best Female Artist of the Year at the Annual Armenian-Russian Diaspora Music Awards held in Moscow, Russia. A few days later, she released her single "Heranum em" (Armenian: Հեռանում եմ) (I am leaving), which soon became a hit. The single was included in Sirusho's album "Hima", which also includes "Arjani E", a track with singer Sofi Mkheyan.[13] The album proved to be a breakthrough in Armenian music, unleashing a fresh wave of mixing soul music and R&B with traditional instruments such as duduk, dhol, and zurna. Sirusho won the "Best Female Artist of the Year" award at the Armenian Music Awards community at the Kodak Theatre in Hollywood. Sirusho received her fourth Best Female Artist award at the 2008 Armenian national Music Awards.[14]

Sirusho - Qélé, _Qélé
The Armenian entry for Eurovision Song Contest 2008, Qélé, _Qélé became all time hit in Armenia, as well as in Europe
Sirusho performing Armenia's entry at the Eurovision Song Contest 2008

Sirusho was chosen to represent Armenia in the Eurovision Song Contest 2008. She performed "Qele Qele", which was co-produced by the Canadian Armenian composer DerHova. The song entered the first semi-final on May 20 and advanced to the final which took place on May 24, 2008 in Belgrade. Sirusho took the 4th place with 199 points, and still remains the only Armenian participant who has received the most number of 12 points. During the official after-party following the final, the four winners of the Marcel Bezençon Award 2008 were announced and prizes were given out. They presented a new Fan Award by Swedish website Gylleneskor.se.[15] Readers of the site had the opportunity to vote online for their favorite 2008 artist. "Qélé, Qélé" became a hit for Eurovision Song Contest-following fans around the world, especially in Greek-speaking areas. The 'Yerevan Remix' version of the song was regularly played in Greek clubs, on London Greek Radio in the United Kingdom, and in an episode of the Greek and Cyprus X Factor television series.[16]

On April 1, 2009, Sirusho released the song "Erotas"—also known as "Erotas Ksafnikos" (Sudden Love)—an up-tempo dance song with heavy traditional Greek laiko influence sung entirely in Greek. It was composed by singer Hayko and written by Natalia Germanou.[17] Sirusho performed the song live at the Tashir Armenian Awards ceremony in April 2009.[18] Erotas went on to become a number-one hit on the Armenian Singles Chart.[19]

In 2009 Sirusho recorded a song dedicated to peace along with the participants of Eurovision 2008; Boaz Mauda and Jelena Tomasevic, representing Israel and Serbia, respectively. "Time To Pray" was released in May; its lyrics were written by the President of Israel, Shimon Peres.[20]

2010–2015: Havatum em and "PreGomesh"

[edit]

In February 2010, Sirusho performed her new song Havatum em (I Believe) at the Armenian national selection for Eurovision Song Contest 2010. The lyrics and the music are written by Sirusho. At the end of February she was invited to Malta as a special guest to perform at the Maltese Eurovision selection. During the visit she appeared on local television shows and took part in the Maltese annual charity, performing Havatum em.[21]

Sirusho's fourth official studio album, Havatum em, was released in mid-2010 along with new singles. The album includes previously released songs Erotas, the title track, Time to Pray, new songs, and songs she had written for the Armenian national final for Eurovision 2008. During an interview in Malta with esctoday.com, Sirusho was asked whether she would return to the Eurovision Song Contest; she said if people and her fanbase want her to, she will return to represent Armenia again.[22]

In September 2011, the first single from Sirusho's upcoming studio album, "I Like It", was released on iTunes. The video was released on 11 November that year.[23] On December 3, Sirusho was special guest in Junior Eurovision Song Contest 2011 held in Yerevan. She performed DerHova's Yerevan Remix of Qélé, Qélé.[24]

Sirusho - "PreGomesh"
One of Sirusho's biggest hits.

On December 10, 2012, Sirusho unveiled the new single "PreGomesh", a dance track co-written by her and Avet Barseghyan. The song was inspired by an Armenian folk song "Lorva Gutanerg", which was preserved by Komitas. The video is reviving Armenian traditions and presenting them in a modern way.[25] In the same month, Russian singer Grigory Leps released his new album featuring the song “Судьба Зима” written by Sirusho.[26]

Sirusho and Sakis Rouvas announced they were to record and release a duet song "See" in October 2013.[27] In 2014, she was nominated for The Best Armenian Singer, The Best Armenian Song and The Best Armenian Music Video at World Music Awards. Mixing traditions of different generations, Sirusho released the remake of "Tariner" (Armenian: Տարիներ) ("Years") with her compatriot Harout Pamboukjian. On November 9 Sirusho's first solo concert took place at Nokia Theater, Los Angeles, U.S.

In 2015 Sirusho released new song "Kga Mi Or"[28] ("Where Were You"[29]) dedicated to the 100th anniversary of the Armenian Genocide. The song was released in Armenian and English, and both versions were available on iTunes. She also released a video[30] for the song.

2016–present: Armat

[edit]

In January 2016, Sirusho released a new single "Mi Togh Indz Menak" (Do released Leave Me Alone) along with its music video.[31] In August 2016 she performed live at Barclaycard Arena in Hamburg, Germany, and was announced as the Best Armenian Female Act at Daf BAMA Music Awards and performed Qele Qele (Remix version).[32][33] In the same month Sirusho announced the upcoming release of her new album called Armat (Root) that would represent the Armenian culture.[34] In 2017 Sirusho released a new summer hit song "Vuy Aman" together with Armenian-American singer, songwriter, Sebu Simonian of the Capital Cities band.[35] She performed at the opening ceremony of the 2019 CONIFA European Football Cup in the de facto Republic of Artsakh.[36] In 2021, Sirusho released a collaboration single titled "Stay" featuring Norwegian singer Alexander Rybak, who won the 2009 Eurovision Song Contest.[37]

In 2022, Sirusho has participation in the creation of foundation named after Armenian eminent and beloved artist Hayko. The purpose of Hayko Hakobyan foundation is to save and publish Hayko’s musical heritage. In August 2022, Sirusho has participated and sang during the concert dedicated to the celebration of Hayko's 49th birthday.

Personal life

[edit]
Sirusho (second from the left) with her husband's family

On June 6, 2009, Sirusho married Levon Kocharyan, the son of Armenia's second president Robert Kocharyan.[38] Their first son, Robert, was born in 2014. They welcomed their second son, Michael, in May 2016.[39][40] Their third child and first daughter, Zabelle, was born in June 2022.

Views and activism

[edit]

Sirusho endorsed Robert Kocharyan and the Armenia Alliance party in the 2021 Armenian parliamentary election, and performed on Kocharyan's behalf during his campaign.[41][42]

She is a supporter of The Republic of Artsakh's independence. During the 2009 Eurovision Song Contest, after the removal of an image of the We Are Our Mountains statue located in the capital city of Stepanakert from Armenia's introductory postcard, she taped a photo of the statue to her clipboard and stood in front of the statue's image while presenting Armenia’s votes.[43] Following the display, The National Security Committee of Azerbaijan seized tele-voting records and interrogated forty-three Azerbaijani citizens that voted for Armenia that year.[44] During the 2020 Nagorno-Karabakh War, she stated on social media that her husband was "in Artsakh" and she would be engaging in volunteer efforts at the border.

She supports global recognition of the Armenian Genocide, a common theme in her work.[45] During a documentary series filmed in 2017, she detailed how she and her crew were forced to leave their recording equipment at the Armenian border and denied permits to film a music video for "Der Zor", a song about the Genocide, in Ani. The music video, as well as documentary footage covering its recording, was done on iPhones, sparking controversy in Turkey.[46]

Discography

[edit]

Studio albums

[edit]
  • Sirusho (2000)
  • Sheram (2005)
  • Hima (2007)
  • Havatum Em (2010)
  • Armat (2016)

Singles

[edit]
Year Title
2005 "Shorora" (Armenian: Շորորա)
2005 "Sery Mer" (Սերը Մեր)
2006 "Mayrik" (Մայրիկ)
2006 "Heranum em" (Հեռանում եմ)
2007 "Hima" (Հիմա)
2007 "Arjani e" (Արժանի է) (featuring Sofi Mkheyan)
2007 "Mez Vochinch Chi Bajani" (Մեզ ոչինչ չի բաժանի)
2008 "Qélé, Qélé"
2009 "Erotas"
2009 "Time to Pray" (featuring Boaz Mauda and Jelena Tomasevic)
2009 "Alphabet" (featuring with Arsen Grigoryan)
2010 "Havatum Em" (Հավատում եմ)
2011 "I Like It"
2012 "PreGomesh"
2013 "See" (featuring Sakis Rouvas)
2014 "Antarber Ashkhar" (Անտարբեր Աշխարհ)
2014 "Tariner" (Տարիներ) (featuring Harout Pamboukjian)
2015 "Where were you" (Կգա մի օր)
2016 "Mi togh indz Menak" (Մի թող ինձ մենակ)
2016 "Zartonq" (Զարթոնք)
2016 "Der Zor"
2017 "Vuy Aman" (Վույ Աման)
2019 "Tightrope Walking"
2019 "Summer Love: Vuy Aman"
2019 "Zoma Zoma"
2020 "Yare Mardun Yara Kuta" (Յարը Մարդուն Յարա Կուտա)

Awards and nominations

[edit]
Year Award Category City Result
2003 Armenian National Music Awards The Future of Armenian Music Yerevan Won
2004 Krunk Awards Best Female Artist Yerevan Won
2005 Voske Qnar Awards Best Song – "Sery mer" Yerevan Won
2005 Armenian National Music Awards Best Album of the Year – "Shorora" Yerevan Won
2005 Armenian National Music Award Best Female Artist of the Year Yerevan Won
2005 Annual Armenian-Russian Diaspora Music Awards (Tashir 2005) Best Female Artist of the Year Moscow Won
2006 Annual Armenian-Russian Diaspora Music Award (Tashir 2006) Best Female Artist of the Year Moscow Won
2006 Annual MCLUB AMVA Awards Best Music Video" – "Mayrik" United States Won
2007 Armenian Music Awards (Anush) Best Female Artist of the Year United States Won
2007 Top 10 Awards Best Video" – "Hima" Yerevan Won
2007 Yes Magazine Awards Princess of Armenian Music Yerevan Won
2007 Voske Qnar Awards "Best Song" – "Heranum em" Yerevan Won
2008 Top 10 Awards Best Music Video" – "Qele Qele" Yerevan Won
2008 Eurovision Song Contest Eurovision Fan Award Belgrade Won
2008 Armenian National Music Awards Best Female Artist of the Year Yerevan Won
2009 Annual Armenian-Russian Diaspora Music Award (Tashir 2009) Best International Armenian Singer Moscow Won
2010 Armenian National Music Awards Best Song – "Havatum Em" Yerevan Won
2010 Armenian National Music Awards Best-Selling Album – "Havatum Em" Yerevan Won
2010 Luxury Awards Best Singer" & "Best Media Star Yerevan Won
2010 Annual Armenian-Russian Diaspora Music Award (Tashir 2010) Special award for spreading the Armenian music in Europe Moscow Won
2011 Van Music Awards Special Award for Song Yerevan Won
2012 The Armenian Pulse Music Award Best Female Artist Won
2013 The Armenian Music Awards Best Performance – PreGomesh Yerevan Won
2013 World Armenian Entertainment Awards Queen of Armenian Pop Music LA, United States Won[47]
2014 The World Music Awards World's Best Female Artist Monte Carlo Nominated[48]
2014 The World Music Awards World's Best Song PreGomesh Monte Carlo Nominated[48]
2014 The World Music Awards World's Best Music Video – "PreGomesh" Monte Carlo Nominated[48]
2015 Armenian Pulse Music Awards Best Duet (with Harout Pamboukjian) Yerevan Won
2016 DAF Bama Music Awards The Best Armenian Female Act Hamburg, Germany Won[32]
2016 STARS WORLD Entertainment Awards Best female singer of the decade Yerevan Won
2016 Pan Armenian Entertainment Awards Preacher of national values LA Won
2017 Armenian Europe Music Awards Best Female Artist of the Year France, Paris Won
2018 Swallow Music Awards Special Award Yerevan Won
2019 Distinctive International Arab Festivals Awards Special Award Dubai, UAE Won
2019 Beirut International Awards Festivals Special Prize Beirut, Lebanon Won

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Sirusho

View on Grokipedia
from Grokipedia
Siranush Harutyunyan (born 7 January 1987), known professionally as Sirusho, is an Armenian singer and songwriter. Born in to parents in the arts—father Hrachya Harutyunyan, an actor and director, and mother Syuzan Margaryan—she began performing music as a child and received her first award at age nine for the song "Lusabats". Sirusho released her debut album Hima in 2008 following earlier works, establishing herself in Armenian with hits blending traditional and modern elements. She achieved international prominence representing at the in with "Qele, Qele", a song co-written with her father, securing fourth place in the grand final with 199 points. Throughout her career, Sirusho has won multiple Armenian National Music Awards, including Best Female Performer on several occasions, and became the first Armenian artist nominated for in categories such as World's Best Female Artist. Beyond music, she founded the handmade silver jewelry brand Pregomesh, drawing on ethnic Armenian designs.

Early life

Childhood and family background

Siranush Harutyunyan, professionally known as Sirusho, was born on January 7, 1987, in , , . Her father, Hrachya Harutyunyan, is an actor and theater director, while her mother, Syuzan Margaryan, is a singer who achieved significant popularity in during the 1980s. Both parents have been recognized as Honoured Artists of for their contributions to the arts. Sirusho was raised in a immersed in artistic traditions, with and integral to the household environment from her earliest years. Her parents' professions provided early exposure to cultural and creative pursuits, fostering an atmosphere where she engaged with and naturally as a child. Portions of her childhood were spent between and , reflecting connections to the , where support facilitated initial musical experiences abroad. By age seven, she had begun publicly, influenced by this bilingual and cross-cultural upbringing.

Initial musical training and first performances

Sirusho, born Siranush Harutyunyan on January 7, 1987, in , Armenian SSR, showed an early aptitude for music, with reports of her singing complete songs by the age of two, influenced by her family's artistic background—her father, Hrachya Harutyunyan, was an actor and director, and her mother, Syuzan Margaryan, a noted and . She received initial formal training through lessons at Yerevan's Music School, where she developed foundational skills in music theory and performance. Her first public performances began at age seven, when she sang live in the Armenian diaspora music scene in Canada, marking her entry into stage work amid family travels between Armenia and North America. By age nine, in 1996, she recorded and performed the traditional Armenian folk song "Lusabats" (composed in the early 20th century by Komitas Vardapet), securing her debut award at the Armenian National Music Awards for that rendition. These early experiences laid the groundwork for her professional trajectory, culminating in the release of her self-titled debut album in 2000 at age 13.

Musical career

Debut albums and rise to prominence (2005–2009)

Sirusho's second studio album, Sheram, was released in 2005 and marked a significant step in her , featuring 10 tracks that blended rhythms with Armenian folk influences, including singles like "Shorora" and "Du Im Musan Es." The album's release coincided with the inaugural Armenian National Music Awards, where Sheram won Best Album of the Year, and Sirusho received Best Female Artist of the Year as well as the Future of Armenian Music award, highlighting her growing influence in the domestic music scene. Building on this momentum, Sirusho earned the Best Female Artist award in among Armenian performers in 2006, extending her recognition beyond . In 2007, she released her third album, Hima, a 15-track collection incorporating pop, , and folk elements, with notable collaborations such as with Ruben Hakhverdyan on the title track and features from artists like Sofi Mkrtchyan. Key singles from Hima, including "Heranum Em" and "Ser E Sa," further showcased her and stylistic evolution, contributing to her status as a leading figure in Armenian by the end of the decade. These albums and awards established Sirusho as a prominent artist in , with consistent accolades for her performances and songwriting, paving the way for broader international opportunities. Her success during this period was driven by live performances and media appearances that amplified her folk-infused pop sound, resonating with audiences in the .

Eurovision 2008 participation and international exposure

Sirusho was internally selected by Armenian broadcaster ARMTV to represent Armenia at the Eurovision Song Contest 2008 in Belgrade, Serbia. The selection occurred via an expert jury process, announced prior to the song selection phase. On March 8, 2008, her entry "Qélé, Qélé"—a blend of English and Armenian lyrics co-written by Sirusho with music composed by Harutyun Der-Hovagimian—was chosen from four candidates in a national final, securing victory with 86.5% of the public televote. In the first semi-final on May 20, 2008, "Qélé, Qélé" qualified for the grand final by placing second with 139 points. On May 24, 2008, during the final, Sirusho delivered a performance featuring traditional Armenian elements fused with pop, earning 199 points and finishing fourth overall—Armenia's highest placement in the contest at that time. The song's upbeat rhythm and cultural motifs contributed to its reception, also winning the Eurovision Fan Award that year. The Eurovision participation marked Sirusho's breakthrough to international audiences, expanding her reach beyond . Promotional tours, including stops in , preceded the contest and helped build anticipation. Post-contest, it opened numerous opportunities, as Sirusho later reflected in a 2018 interview: "a lot of opportunities opened up since the competition gave me more exposure and a larger on the international scene." This exposure led to invitations for performances at subsequent Eurovision-related events and solidified her role as a cultural ambassador.

Mid-career evolution and experimentation (2010–2015)

In 2010, Sirusho released her fourth studio album, Havatum Em, on May 22, comprising 14 tracks that incorporated , electronic, pop, and folk elements. The title track, "Havatum Em" (translated as "I Believe"), served as the lead single and was performed by Sirusho at Armenia's national selection for the in February of that year, though it did not advance to represent the country. Produced under her newly established label, Sirusho Production, the album featured collaborations and multilingual tracks such as "Erotas" (in Greek) and "1, 2, 3," reflecting an expansion beyond purely Armenian-language pop into broader international and fusion styles. Following Havatum Em, Sirusho shifted toward releasing standalone singles, marking a phase of stylistic experimentation with electronic and influences while maintaining ties to Armenian folk motifs. In 2011, she issued "I Like It," a upbeat pop track emphasizing rhythmic production. The 2012 single "PreGomesh," released on December 10, introduced a high-energy, chant-like structure with modern beats, drawing on traditional Armenian phrasing reinterpreted through contemporary electronic production; a version later amplified EDM elements. This period also saw 2013's "See" and 2014's "Tariner," both showcasing vocal versatility and layered instrumentation blending soulful melodies with synth-driven arrangements. By 2015, Sirusho released "Kga Mi Or" (translated as "Where Were You") on April 24, coinciding with Remembrance Day, which integrated poignant lyrical themes of historical loss with orchestral and pop orchestration to evoke cultural reflection amid her evolving sound palette. This output under Sirusho Production highlighted her increasing control over creative direction, prioritizing thematic depth and genre fusion over traditional album cycles, as evidenced by the absence of a full-length release until 2016.

Mature phase and recent releases (2016–present)

In 2016, Sirusho released her album , which incorporated elements of Armenian folk music and traditional themes, marking a shift toward exploring cultural roots in her work. The album, comprising 13 tracks with a runtime of approximately 45 minutes, was issued on October 28 via Sirusho Production and blended pop with folk influences. Singles from the project included "Der Zor," released alongside the album, emphasizing historical and cultural motifs. Accompanying Armat, Sirusho produced a documentary series of the same name, filmed during tours and visits to Armenian diaspora communities, which highlighted interviews with Armenians abroad to showcase their lives, values, and connections to heritage. The series, released starting around 2020, aimed to document and preserve aspects of Armenian identity through personal narratives. Following , Sirusho focused on single releases rather than full albums, continuing to fuse contemporary pop with Armenian linguistic and thematic elements. Notable releases include "Es U Du" in 2021, "Indzanic Avel" in 2023, "Come Back" on July 7, 2024 (produced by Jason Strong with lyrics co-written by Sirusho), "Oile" in 2024, "Bats Erknqi Tak," "Heru Em" in January 2025, and "Sirt" later in 2025. These tracks, distributed via platforms like and , often featured music videos directed under Sirusho Production, maintaining her output of introspective and culturally resonant material.

Personal life

Marriage and family

Sirusho married Levon Kocharyan on June 6, 2009. Levon is the son of , who served as from 1998 to 2008. The couple has three children. Their first son, Robert, was born on July 19, 2014. Their second son, Mikael, was born in May 2016. Their third child, a daughter named Zabel, was born in June 2022.

Health and lifestyle

Sirusho has given birth to three children: sons Robert on July 19, 2014, and Michael in May 2016, followed by daughter Zabelle in June 2022. Her pregnancies and family expansions reflect a integrated with motherhood alongside her professional commitments as a singer and entrepreneur. In December 2017, Sirusho announced a temporary hiatus from work to spend time with her family, during which she outlined personal goals including eating healthier—acknowledging her fondness for —improving routines by aiming for earlier bedtimes, and increasing . These resolutions indicate an awareness of balancing dietary and rest habits amid a demanding . As a performer, Sirusho has collaborated on fitness initiatives, including the "Strong Nation" program, a high-intensity functional workout synchronized with her music to build strength and endurance. This effort underscores her promotion of , aligning with the demands of live performances and maintaining an athletic physique without publicly detailed routines or diets. No major health conditions have been disclosed in verified public statements or reports.

Political views and controversies

Endorsements of political figures and parties

Sirusho, whose husband Levon Kocharyan is the son of former Armenian President , has shown alignment with Armenian opposition politics through performances at rallies organized by anti-government coalitions. On June 18, 2021, she sang Armenian revolutionary songs including "Kini Lits" and "Zartonk" at the Hayastan Alliance's final campaign event in Yerevan's Republic Square ahead of snap parliamentary elections; the Hayastan Alliance, nominally led by , sought to challenge Prime Minister Nikol Pashinyan's ruling Civil Contract party following the 2020 Nagorno-Karabakh war defeat. Her choice of "Zartonk," historically linked to the (ARF-Dashnaktsutyun), fueled perceptions of sympathy toward that party's nationalist stance within the opposition bloc. In May 2022, Sirusho again performed at an opposition gathering in Yerevan's France Square, joining protesters amid demands for Pashinyan's resignation over security policy failures. These appearances, while not accompanied by explicit statements of endorsement, occurred in contexts critical of the and supportive of Kocharyan-linked figures, reflecting her family's opposition ties rather than formal affiliation. No public declarations of support for specific parties like the ARF or Kocharyan's Union of National Progress have been documented, though her activism emphasizes Armenian national interests, including Artsakh preservation.

Activism for Armenian cultural preservation

Sirusho has actively promoted Armenian cultural preservation by integrating traditional folk elements into her contemporary music compositions, thereby reviving and modernizing heritage sounds for wider accessibility. Her 2005 album Sheram featured "Shorora," a reinterpreted Armenian folk song that achieved international recognition, while her 2015 single "Kga Mi Or," commemorating the , blended folk melodies with modern production and included a showcasing historical footage, traditional costumes, and the "Yerek Votk of Lori" . The 2016 Armat emphasized Armenian traditional and through tracks like "Der Zor," filmed in the ancient city of , and a duet "Tariner" with veteran artist , accompanied by documentaries to document cultural narratives. In 2020, Sirusho launched the "ARMAT" docu-series, titled after her album and meaning "roots" in Armenian, which premiered as a television program to explore and preserve Armenian cultural identity among diaspora communities. Filmed over two years during her international tours, the series documents Armenian life in locations such as Beirut, Lebanon, and Boston, Massachusetts, highlighting traditions like carpet weaving and community stories to foster cultural continuity abroad. Complementing her musical initiatives, Sirusho founded the Pregomesh jewelry brand in 2012, inspired by her single of the same name drawn from Komitas's folk song "Lorva Gutanerg," featuring handcrafted silver pieces incorporating Armenian ethnic symbols such as the , Cilician Kingdom motifs, and taraz-inspired designs to sustain traditional craftsmanship. These efforts earned her recognition as an Honoured Artist of in 2017 for her role in cultural ambassadorship spanning over two decades.

Criticisms and public backlash

Sirusho has faced public backlash primarily due to her marriage to Levon Kocharyan, son of former Armenian President , positioning her within perceptions of alignment with the pre-2018 political establishment criticized for corruption and authoritarianism. Following the 2018 that elevated to power, detractors accused her of benefiting from familial ties to the "old regime," including allegations of amassed wealth through state connections, such as ownership of luxury properties abroad and private jet usage. These claims gained traction in public discourse, with critics highlighting her family's 2023 summons to the prosecutor's office over illegal property acquisition as evidence of entrenched elite privilege. Sirusho's participation in opposition events, such as performing at a May 3, 2022, rally in Yerevan's France Square against the government, intensified divisions, portraying her as oppositional to Pashinyan's reforms despite her stated focus on cultural advocacy. During the 2009 Eurovision Song Contest final, Sirusho, serving as Armenia's spokesperson, sparked controversy by displaying a photograph of the Tatik Papik monument—symbolizing Armenian Genocide survivors—while announcing votes, interpreted by some as a deliberate political statement amid Armenia-Azerbaijan tensions over Genocide recognition. Azerbaijani officials condemned the act as politicizing the event, leading to complaints against Armenia and underscoring broader Eurovision frictions, including prior vote-rigging allegations. The European Broadcasting Union reviewed the incident but issued no formal sanctions, though it fueled debates on the contest's apolitical ethos. Her 2017 single "Der Zor," addressing the and referencing the Deir ez-Zor desert death marches, drew criticism for filming its music video in , an ancient Armenian city now in , a state that officially denies the . The production faced logistical hurdles, including denied entry for equipment at the Armenian-Turkish border, heightening sensitivities over perceived provocation toward . While supporters viewed it as cultural reclamation, opponents argued it risked escalating diplomatic strains without advancing recognition efforts.

Business ventures and other pursuits

Founding of Pregomesh

Pregomesh, a brand specializing in handmade ethnic silver jewelry, was founded in 2012 by Sirusho (Siranush Harutyunyan), the Armenian singer known for her contributions to contemporary Armenian music. The initiative stemmed from Sirusho's desire to revive and globalize traditional Armenian jewelry-making techniques, drawing on historical motifs to create bold, stylish pieces that merge heritage with modern design. All items are handcrafted in using 925 silver, genuine stones, and other locally sourced materials, emphasizing durability and cultural authenticity. The brand's name originates from Sirusho's 2008 hit single "PreGomesh," which itself evokes ancient Armenian artistic themes, symbolizing her aim to restore forgotten ornamental elements for a new generation. As founder and , Sirusho oversees the design process, researching 18th-century Armenian cultural patterns and infusing them with contemporary twists to produce items like necklaces, rings, bracelets, and ear cuffs. This hands-on involvement ensures each collection preserves the silversmithing traditions passed down through Armenian artisans while appealing to international tastes. From its inception, Pregomesh focused on promoting Armenian cultural preservation through accessible luxury, initially targeting domestic markets before expanding abroad, such as its first U.S. store in , in 2025. The brand's establishment reflects Sirusho's broader entrepreneurial pursuits beyond , prioritizing empirical craftsmanship over to maintain high-quality, heritage-driven output.

Fashion and entrepreneurial activities

Sirusho has expanded her entrepreneurial pursuits into fashion through Pregomesh, her brand focused on ethnic-inspired accessories that blend Armenian heritage with contemporary aesthetics. The line primarily features handmade 925 silver jewelry, including necklaces, earrings, rings, bracelets, and belts, with collections such as "Dalar" (featuring stones like and pearls) and "," drawing from traditional motifs to create modern . These designs emphasize cultural preservation, incorporating historical ornaments that have gained popularity for their fusion of tradition and trendiness. In 2025, Pregomesh established physical retail presence with the opening of House of Pregomesh in in June and a store in , enabling direct consumer access to these items alongside online sales with worldwide shipping. Sirusho, as founder and CEO, actively promotes the brand via , showcasing styling tips and new releases like expanded "Dalar" variants with diverse gemstones. Beyond jewelry, Sirusho has ventured into cultural fashion merchandising with the "Armenian Doll" series under Pregomesh and Gootan, featuring collectible dolls in custom attire inspired by Armenian national costumes and her own music videos, such as the "Pregomesh" video's red ensemble complete with headwear, jewelry, and shoes. This series celebrates Armenian fashion heritage, targeting fans and younger audiences to foster cultural appreciation through doll-scale ethnic designs. Limited-edition apparel like the "SIRUSHO" sweatshirt, produced via official merchandising, further extends her brand into .

Artistic style and legacy

Musical influences and thematic elements

Sirusho's musical influences draw heavily from Armenian folk traditions, particularly the works of composer Komitas Vardapet, who collected and transcribed ethnic Armenian songs in the early 20th century. She has adapted Komitas's compositions, such as "Lorva Gutanerg" into her track "PreGomesh" (2012), fusing folk melodies with contemporary pop arrangements, and drew inspiration from his classic for her Eurovision entry "Qele Qele" (2008), which incorporates ethnic Armenian rhythms and oriental motifs. Her parents, established figures in Armenian arts, provided foundational artistic guidance, shaping her early exposure to national musical heritage. Sirusho blends these roots with modern genres including pop, R&B, soul, and electronic dance elements, creating a hybrid style evident in albums like Sheram (2005) and Armat (2016). Thematic elements in Sirusho's work center on Armenian cultural preservation and , often reinterpreting folk songs to evoke pride in heritage while addressing . Tracks like "Der Zor" (2012) confront the through visuals filmed at the ancient site of , emphasizing remembrance and resilience. She incorporates traditional dances, such as the "Yerek Votk of Lori" in "Kga Mi Or" (2015), released for the Genocide's centennial, and promotes unity via multilingual peace anthems like "Time To Pray" (2009), featuring Armenian, Hebrew, Serbian, and English lyrics. Her adaptations of folk pieces, including "Zoma Zoma," highlight continuity between ancient rhythms and modern expression, fostering global awareness of Armenian traditions. Sirusho has stated that honoring cultural heroes and their values drives her output, aiming to sustain legacy through pride and strength.

Impact on Armenian music and diaspora culture

Sirusho has shaped Armenian music by fusing traditional folk elements with modern pop, R&B, and styles, creating a hybrid that revitalizes heritage sounds for contemporary listeners. This approach draws from influences like Armenian folk singers and gusan traditions, as she has incorporated ancient ashugh songs into albums while adapting them with electronic and rhythmic production. Her innovations earned early recognition, including the Future of Armenian Music award at the inaugural Armenian National Music Awards in 2005, alongside Best Album and Best Female Performer honors, signaling her role in elevating pop as a vehicle for cultural expression. By blending duduk and other native instruments with global beats, Sirusho has influenced subsequent Armenian artists to explore similar cross-genre experiments, broadening the appeal of national music beyond folk purism. In the , Sirusho's music reinforces amid assimilation pressures, with themes evoking faith, history, and homeland resonating in expatriate communities where she began performing live at age seven in . Her Eurovision 2008 entry "Qele, Qele" achieved 18th place, boosting Armenia's visibility and instilling pride among diaspora audiences, who viewed it as a showcase of resilient national artistry on an international stage. As a self-described , she promotes traditions through visually rich videos and live shows that adapt folk motifs for global stages, aiding younger generations in maintaining ties to Armenian roots.

Discography

Studio albums

Sirusho's debut studio album, self-titled Sirusho, was released in 2000 when she was 13 years old, marking her initial foray into professional recording as a young vocalist influenced by Armenian folk traditions. The album consisted primarily of pop-oriented tracks with ethnic elements, establishing her presence in the domestic music market. Her second studio album, Sheram, followed on January 1, 2005, via Karen Studio, featuring a blend of contemporary pop and traditional Armenian instrumentation across multiple tracks. The release coincided with Sirusho receiving the "Future of Armenian Music" award, reflecting its commercial and critical reception within Armenian circles. Hima arrived in 2007 under Armenia Records (catalog ARCD-1065), incorporating electronic pop elements and serving as a precursor to her international exposure, with singles paving the way for her Eurovision participation. The album emphasized rhythmic, danceable compositions typical of mid-2000s Armenian pop production. The fourth studio effort, Havatum Em, was issued on May 22, 2010, by Sirusho Production, comprising 14 tracks including the title song "Havatum Em," "Erotas," "1, 2, 3," and "Inside," which mixed styles with introspective lyrics. It represented a maturation in her songwriting, with self-production credits highlighting her growing creative control. Sirusho's fifth studio album, , debuted on October 28, 2016, again under Sirusho Production, with 13 songs such as "301," "Der Zor," and "Gini Lits," delving into themes of resilience and through a fusion of pop, folk, and electronic sounds. The album underscored her evolution toward more personal and nationally resonant material.

Notable singles and collaborations

Sirusho's international breakthrough came with the single "Qele, Qele", released in 2008 as Armenia's entry for the held in , where she advanced from the first semi-final and received 199 points in the grand final. The song, composed by H.A. Der-Hovagimian with lyrics by Sirusho, blended pop elements with Armenian folk influences and traditional instrumentation, garnering significant attention for its energetic performance and cultural motifs. In 2012, Sirusho released "PreGomesh", a single that also inspired the name of her ethnic jewelry brand, featuring rhythmic beats and themes of cultural pride; the track amassed over 11 million views on her official YouTube channel. "Der Zor", from her 2016 album Armat, addressed the Armenian Genocide, referencing the Deir ez-Zor camps in Syria, and was accompanied by a documentary exploring the historical sites and survivor testimonies. Among her collaborations, Sirusho partnered with Greek singer in 2013 for "See", a duet highlighting shared Eurovision experiences between their nations. She featured of Capital Cities on "Vuy Aman" in 2017, fusing electronic pop with Armenian lyrics evoking hope and resilience. In 2021, Sirusho teamed up with Norwegian Eurovision winner for "Stay", a co-produced with themes of enduring love amid separation, released during global restrictions. More recently, in 2020, she collaborated with drummer on a rock track emphasizing Armenian heritage. These works demonstrate Sirusho's versatility in bridging Armenian traditions with global artists.

Awards and recognitions

Major music awards

Sirusho has garnered significant recognition within Armenian music circles, particularly through national awards emphasizing her vocal and artistic contributions. In , she won Best Female Artist and Best Album for Sheram at the Armenian National Music Awards. Her follow-up album of Armenian folk songs, released in 2007, earned Best Album of the Year in . That same year, she received Best Female Artist at the Armenian Golden Star Awards, alongside wins for Best Female Artist among communities in (2006) and the (2007). On the international stage, Sirusho achieved a milestone as the first Armenian artist nominated for the in 2014, with three categories tied to her 2012 single "PreGomesh": World's Best Female Artist, World's Best Song, and World's Best Music Video. Domestically, "PreGomesh" further solidified her prominence by winning Best Performance of the Year and Hit of the Year in Armenian award voting for 2013. These accolades highlight her dominance in pop and folk fusion genres, though international wins remain elusive.

Honors for cultural contributions

In 2017, Sirusho was awarded the title of Honored Artist of by presidential decree of , recognizing her outstanding contributions to the nation's cultural landscape through music and performance. This state honor, among the highest distinctions granted for artistic excellence in , highlights her efforts in blending traditional Armenian elements with contemporary styles to elevate on both domestic and international stages. The conferral perpetuated a familial lineage of cultural recognition, as her father, Hrachya Harutyunyan, and grandfather had previously received the same title for their respective achievements in music and . The award underscores Sirusho's role in sustaining and innovating Armenian artistic traditions amid diaspora influences and global exposure.

References

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