Aiwa Thrive

Hasmik Movsisian

Today, we feature Hasmik Movsisian, Founder and Executive Director at Music of Armenia

Promoter extraordinaire, Hasmik Movsisian, has revolutionized the Armenian music business by creating an international organization, and all from a Facebook group she created in October 2008. Her PR know-how gleaned the possibility of greater realizations from these rudimentary beginnings and, years later, Music of Armenia is still spreading the sounds of Armenian music across the globe.

Location: Armenia

Occupation: Founder and Executive Director at Music of Armenia


Thanks to Music of Armenia’s continuous efforts to put Armenia on the map of international music community, in 2017 MoA joined both, the International Music Council (IMC) and the European Music Council (EMC) as a National Specialized Organization to represent Armenia at both institutions. Both, the IMC (1949) and the EMC (1972) were created by UNESCO as advisory bodies on matters of music. In 2018, ten years after its creation, Music of Armenia became a member of the International Music Managers Forum (IMMF), becoming the first organization from Armenia and the wider region to have joined IMMF.

Music of Armenia has launched and produced a number of projects and festivals, some of which are annual. One of them is Women’s Musical Month, established in 2018, a month-long celebration which focuses on the power of female creativity and talent and promotes the legacy of music created and performed by Armenian women. In the same year, Music of Armenia initiated and produced Sounds of Sevan – a multidisciplinary installation/live performance art piece, which focuses on natural and cultural heritages of Armenia, while tackling social issues such as the environment. Supported by the Swiss Agency for Development and Cooperation, the Swedish government included Sounds of Sevan in their cultural programming for the Francophonie 2018, which took place in Yerevan. Sounds of Sevan was also the winner of the ‘Best Music’ award in the Music Category at London International Motion Pictures Awards 2019.

Q: What is your life philosophy?

Progress and contribution to the world, without both life has no meaning. Each day it is a competition with life, whoever is stronger will ultimately win. I always choose to be the one who comes out victorious, I don’t know any other way. Onwards and upwards!

Q: We called 2020 the year of the upheaval and awakening? What were your biggest upheavals and what did they teach you? What was your awakening(s) and what did it teach you?

That the world does not need to run for it to go around, it is perfectly fine to walk too. We can slow down and enjoy the now and here.

Q: What is your hope for the future?

More focus on moving on and prospering than on the past and our losses. A stronger and smarter Armenia.

Q: What is your favorite thing about being Armenian?

The fact that there’s few of us, the fact that I am lucky enough to be one of those few. We are few but I AM called Armenian!


  • Music of Armenia
  • Women’s Musical Month
  • The Quarantine Ensemble
  • Sounds of Sevan


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