How Sirusho became a national treasure by blending ancient Armenian folk with modern pop
In short: Sirusho is an Armenian singer who transformed her country's musical landscape by fusing traditional instruments like the duduk and dhol with contemporary R&B. From Eurovision stardom to launching a jewelry line inspired by folk songs, she has spent decades bridging the gap between ancient heritage and modern global pop culture.
Born in Yerevan in 1987, Sirusho began her musical journey early, winning her first award at age nine for a song by the folk composer Komitas. Her career reached a turning point in 2008 when she represented Armenia at the Eurovision Song Contest in Belgrade. Her performance of the co-written track "Qélé, Qélé" secured fourth place and earned her the title of a national treasure from the BBC. This success catapulted her into international recognition, particularly across Greek-speaking regions where her music found a dedicated audience.
Beyond her vocal career, Sirusho has actively sought to modernize Armenian cultural identity. In 2012, she released the single "PreGomesh," which drew inspiration from the folk song "Lorva Gutanerg." The project expanded into a handcrafted silver jewelry line, aiming to merge traditional craftsmanship with current fashion trends. Her work often carries political and historical weight; she has been a vocal supporter of the recognition of the Armenian Genocide, notably filming a music video for her song "Der Zor" on iPhones after being denied permits to use professional equipment near the border.
Sirusho’s influence extends into the political sphere, where she has been a public supporter of her husband’s family, including his father, Armenia's second president Robert Kocharyan. Her career has not been without controversy or scrutiny. In August 2026, authorities searched her Yerevan store and home as part of a large criminal investigation involving multiple members of her husband's family. Despite these challenges, she remains a significant figure in Armenian music, having been named an Honored Artist of Armenia in 2017 and continuing to collaborate with international artists like Alexander Rybak and Sebu Simonian.
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Sources
- Summary by Intellect · source: Sirusho
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