She’s an Armenian star who used her appearance at Eurovision to take her career to another level.
Now, and with little time to catch her breath, she’s dropped two fierce music videos for her singles “Amena” and “Hayastan Jan”.
Iveta Mukuchyan — “Amena”
After hearing the enchanting audio of “Amena” (The Most), we were excited to see how Iveta would bring the song to life. She’s done so with her experimental, high-fashion flair, dropping something that reads as contemporary art.
The music video has shades of “LoveWave“. It features countless close-ups of Iveta, capturing her stunning neckline and enviable cheekbones. Bathed in reds, purples and neon pinks, she looks as sexy as ever in the evolving filters as she executes some captivating and decidedly urban choreography. Her outfits include sexy, flowing numbers and even a striking armour-like bodice. That vast range conveys the complexity of womanhood — and the vulnerability and strength found inside everyone. Grab your water, Yerevan — Iveta is cranking up the heat!
While the Armenian lyrics of “Amena” remain the same, Iveta has added an English-language preface, which encourages everyone to unleash the power that lies within.
A human being has so many skins inside
Covering the depth of the heart
I struggle with my own confidence as a woman
And as a human being forced into the construct of society
A thousand persons moulded after one
Forced to seek for more
A melody of the modern age lining us from the beauty we hold within
Oh beautiful human life,
Absolve what is useful
Discard what is not
Add what is unique to yours
She concludes with the proclamation “I am enough”. Honey, yes — you are!
Iveta Mukuchyan — “Hayastan Jan”
If “Amena” isn’t to your taste, perhaps “Hayastan Jan” (Dear Armenia) will be. Iveta celebrates her country with plenty of traditional sounds and colours, all done with some amusing storytelling.
The video opens with two peasants driving through the countryside while listening to a snippet of “LoveWave” on the radio. When they grind to a halt Iveta — a glamorous city-slicker — jumps out of the back in her shredded jeans and sexy red top, ready to romp around the village.
Her natural beauty turns plenty of heads, and it continues even after some local villagers transform her into a more demure version of herself with a traditional makeover. At least one local craftsman recognises her from Eurovision — he’s got an image from her stage show on his wall. It’s all made with whimsy and charm, and you can’t help but smile.
Conceived in stark contrast to the darker and edgier “Amena”, the video and song show Iveta’s versatility….and with a heavy dose of Armenian spice.
What do you think of the music videos of “Amena” and “Hayastan Jan”? Which one do you prefer? Let us know in the comments below.