Emmy has finally given us the worldwide debut for her latest music video to accompany the release of Sirelov heranum em (or “I’m Loving Away“) – and she’s using it to tackle the big issue of domestic violence.

If you thought that you’d be getting something more along the lines of her Eurovision entry “Boom Boom”, then you’re very much mistaken. This is a far more serious Emmy than we’ve ever seen—and she pulls it off well!

Both the video and song start off at a fairly steady pace, quickly laying down the marker that they’re both building to something. The video delivers its message in brutal fashion. Emmy, having tried to prevent her partner from drinking, receives a blow to the face, leaving her bruised and bleeding.

Those shots are effective, as are the closing images as she struggles to leave. It isn’t easy, even if she has already packed her bags, underscoring the emotional difficulties that victims of domestic abuse face. There’s no “happy ending” here. It’s admirable that Emmy and her team approached it in this fashion. She’s also reached out on Facebook, telling all women that “we are strong”.

By throwing herself into the song, Emmy loses control of her voice. Her vocals demonstrate confidence and power early on, but come off as slightly shouty by the end. Watch it with the video and it’s fine, but take away the visuals and you’re left needing to recuperate…

Still, it’s a solid effort all round and ranks up there with some of the best post-ESC songs from Armenian contestants. Even if that list mainly just consists of PreGomesh

Rating: 4/5

What do you think? Are you a fan of this new direction from Emmy? Let us know in the comments!

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Deven O'Kearney
Guest

Armenia did not need Aram MP3 to make it Yerevan 2015. If this song was in English, this would have cleaned the floor in Copenhagen.

Diamantis
Guest
Diamantis

Dhani, you need to gain a little intelligence and lose that bias that you’ve become so attached to. Emmy’s song in 2011 was decent, but her performance was weak. It was a mediocre song at best, and the performance didn’t help. This song is much better, but “Boom Boom” was not good. I have nothing against Armenia (I love almost all of their entries, with the exceptions of “Boom Boom” and “Lonely Planet”) but this fierce rivalry and hatred that you and the Azeris target towards each other is childish. Can’t you set aside your national hatred for a moment… Read more »

Azeri
Guest
Azeri

Dhani your stupid armenian donkey shut up

Timbardur62
Guest
Timbardur62

An ok-song. Please Dhani, can you clean up your mouth. We already know what you think about the Azeri people. Don’t make a fool of yourself anymore. Thanks.

Leon
Guest
Leon

Fav songs by Emmy

1. AYO – Should have represented Armenia, would have been another top 10.
2. Sirelov – This song
3. Tsiatsan
4. Goodbye

Least fav:
-Boom, Boom

Thiefo
Guest
Thiefo

Shouty? Maybe I listened to Ruth Lorenzo a lot during these past months, but I don’t think Emmy comes up as shouty here, her voice is strong but perfectly in control throughout the entire song in my opinion.
But anyway, such a great song with a very powerful message, I loved it!

Dhani
Guest

emmy deserved to win eurovision 2011 her song was a masterpiece, amazing song, amazing lyrics, amazing singer. fuck you gayzerbaijan you do not have music

Technical Knockout
Guest
Technical Knockout

Seriously she’s very sweet! <3 Her ESC song wasn't that great, but she has really great songs… "Ayo", "Tsiatsan" and the new one are one of them <3

Leon
Guest
Leon

I love this song. She also released another song a year ago “tsiatsan”? I also love the post eurovision songs of Inga and Anush twins, Andre and of course Sirusho.

SUNAR
Guest

She is great!!! Good LUCK EMMY!