Armenia has dropped the official music video for LADANIVA’s 2024 Eurovision song – “Jako”.

“Jako” is Jaklin’s nickname. With this song, she asserts her right to think freely and to be whoever she wants to be. “They used to call me Jako when I was little. Growing up I have always been told that girls should behave, be humble, dress normally, not talk too much, not do crazy things”, Jaklin explains. She criticises the imposition of artificial rules and restrictions by the society, which she believes lead girls to forget their true selves as they are constantly dictated on how to behave and who to be.

The song is a message to herself and to all little Jakos in the world to be true to their real, wild, unapologetic selves and to find their true calling – just like she did through her art. It’s an invitation to get up and dance no matter what people say. That comes through in the lyrics.

They tell me: “Jako, be humble!”

“Don’t talk too much!”

“Don’t stay too quiet!”

“Wear this, open this, close that,” “Behave like a girl!’

But I am a free girl, so I will dance and you will watch!

Jako! Armenia’s LADANIVA share their Eurovision 2024 song

LADANIVA is a multicultural mix of ethnic sounds, unique experiences and authenticity. The duo is constantly on the go, and they unite all the spices and colours from different parts of the world in their music – delivering it through Armenian perspective. Like almost all of their songs, “Jako” has musical influences from various cultures. For this one, Jaklin and Louis have been strongly influenced by melodies and sounds inspired by Armenia, the Balkans, India and other diverse cultures.

“We have been very much inspired by the local music of the French Island Reunion. It’s one of our favourite destinations and we were surprised to have found out that their rhythms are very similar to the rhythms found in Armenian songs. When we play songs with these grooves, everyone dances – in Armenia and all over the world”, says Louis.

“Actually that island is very much like Armenia, mountainous, with the coffee smell bringing back memories of my favourite Armenian atmosphere,” adds Jaklin.

The song was released in September 2023 as part of their first eponymous album under the French label of PIAS. LADANIVA put forward “Jako” as their entry for Eurovision, which has since been revamped for the ESC 2024. The song has been composed by Jaklin Baghdasaryan, Louis Thomas and Audrey Leclercq, and the lyrics have been written by Jaklin Baghdasaryan and Louis Thomas.

Artur Manukyan is the director of the video. Costume design and styling have been done by Mary Stepanyan and Astghik Samvelyan.

Artur Manukyan, the director of the video, notes: “In the video, we tried to preserve the authenticity that has endeared LADANIVA to their audience. This time, in honour of the renowned Armenian filmmaker’s centenary, we seized the opportunity to showcase LADANIVA’s unique, cross-cultural artistry in the spirit of Parajanov – making sure that every detail in the video is Armenian. The elements and mood inspired by Parajanov complement the musical density and multi-layeredness of the band, preserving the free and natural style of LADANIVA’s clips.”

Armenia’s Head of Delegation, David Tserunyan, remarks that “Jako” is the best representation of LADANIVA’s musical diversity and creativity. The song touches upon a very important matter but in a cheerful and playful manner. We hope to inspire people all over the world to embrace their inner Jakos and join this empowering dance of freedom!”

There’s something very special about mixing ethnic melodies and LADANIVA is ready to take everyone on a ‘dance your heart out’ ride with “Jako”.

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Erik
Erik
27 days ago

You chose to finally show some Armenian culture, yet not trying to be boring at all. This was such a nice move and such a gift. The Indian influences are also showing. Cool song and just a great move. How it will do in the contest doesn’t matter. This is the coolest song you’ve ever sent from Armenia!

MartyMcCu
MartyMcCu
28 days ago

Give credit to Armenia, for combining their rich culture with a modern twist. This definitely has a place in Eurovision this year. 12 points! This is what the contest is all about. This is the 2nd time Armenia’s song is entirely in Armenian.

gpb
gpb
30 days ago

I am so sorry Armenia is a step-down from last year s masterpiece

Karlen
Karlen
1 month ago

I am so proud being armenian and I always support Armenia like always
I love you so much armenia thanks for your Great work and I hope ARMENIA WILL BE CRAZY PARTY

Fizzpunk
Fizzpunk
29 days ago
Reply to  Karlen

@Karlen; Love feeling your positive vibe!!
Enjoy, have a party and good energy together.

This song of LadaNiva has all of that. I like it.
Congrats Armenia.

From the Netherlands with love.

Angelina
Angelina
1 month ago

Nice, but I expected more after seeing their other videos last week.

Btw, when people here talk about that they love ‘Ethnic’ sounds and then mention only Greece and Armenia,
don’t forget that the Netherlands is also Etno.
The gabber hardcore sound and dance is typical Dutch. Also the video is Etno with the Dutch green landscape and primary colors.

Rbp
Rbp
1 month ago
Reply to  Angelina

lol when people say ethnic they’re referring to folk music, traditional costumes and instruments etc
There’s folk music in the Netherlands, but it has very little, almost nothing, to do with Europapa.

Erik
Erik
27 days ago
Reply to  Rbp

Yes.

Yeah yeah fire
Yeah yeah fire
1 month ago

I’m digging this, the music is so catchy

BadWoolfGirl
BadWoolfGirl
1 month ago

Well, this just happened. While grocery shopping, I heard Snap play over the intercom. In America of all places! Earlier this week I heard Arcade play. Insert quote about two nickels.

Momma
Momma
1 month ago

This song has a lot of potential, but there’s something missing. Maybe it needs a key change, maybe an instrumental break, maybe less la la lei, no idea. And that hansomne guy playing the trumpet need to be bare chested on stage. He reminds me of that hot guy playing the flute for Emmelie de Forest. I think I will vote for this song, but I expect a bit more. Come on, Armenia! You can make it better!

Erik
Erik
1 month ago

The song is catchy. But why is it so short? I hope they will add something for the live performance? For example a bridge/chorus in English?

Antananarivo
Antananarivo
1 month ago
Reply to  Erik

Why in English ?

Dickie
Dickie
1 month ago

I absolutely love this! Such a refreshing burst of energy and colour, and they look like they will bring a lot of fun to the big stage. So catchy too, love it!

duxx
duxx
1 month ago

Listen to it couple of time and i wanted so bad to catch with it but i couldnt. They sent a song from a september and its clearly that armenians are not interested in this years’ contest.

Gaga
Gaga
1 month ago
Reply to  duxx

My suspicion is they wanted someone else to represent, but talks obviously didn’t end up well. Ladaniva announced gig dates which conflicted (ie 3 May in Montreal) with ESC calendar a few weeks ago. Someone they managed to shoot the video and choose a fancy track from their recent album. Not the track Armenia normally follow.

BiCHOTA
BiCHOTA
1 month ago
Reply to  Gaga

Taking that into consideration, their package was as well done as possible

MissYou_MrTakeItAway
MissYou_MrTakeItAway
1 month ago

I really like this, it also put a big smile in my heart and soul! I prefer this ethno tutti-frutti way a thousand times more than any entry of the sort of a Thomas G:Son prefabricated Melfest reject!

Nikki
Nikki
1 month ago

Somehow gives me bollywood vibes, not sure how come 🙂

Poul Riisen
Poul Riisen
1 month ago
Reply to  Nikki

The voice. It’s very high-pitched at some points (again, similarly to Marina Satti’s intro vocal). 🙂

Anonymous91
Anonymous91
1 month ago

Sarah Bonnici revamp of Loop is amazing, the power of daddy’s cash never disappoints!

Gaga
Gaga
1 month ago

Tbh this has a minor Armenian aspect to it (even some dialect from Nagorno Karabakh). It encompasses Indian sounds (maybe because of huge Indian diaspora in Armenia), African (beginning as if FIFA WC anthems), partly Balkan music…of course French and Island if Reunion…but they managed to mix them all quite well.

currentlover
currentlover
1 month ago

It took this long for them to come up with a song taken from an album that was released in September?? And it’s not even one of the hit songs of the album.

Poul Riisen
Poul Riisen
1 month ago
Reply to  currentlover

Can they do that if the album was released in September? I know any song must have been out October 2023 onwards.

Anna Banana
Anna Banana
1 month ago
Reply to  Poul Riisen

no, 1st of September

currentlover
currentlover
1 month ago

It took this long for David Tserunyan and his team to come up with a song taken from an album that was released in September?? And it’s not even one of the hit songs in the album.

Anna Banana
Anna Banana
1 month ago

Ahhh, I am now reading that they got inspired by La Réunion. Which is really a PARADISE. I have been there and it is paradise on Earth. The culture is also so diverse. Listened to the song and loved it, having roots from the Balkans and having been to La Reunion, I now also know why

Purple Mask
Purple Mask
1 month ago

The first thing I said to my cousin today when we watched this for the first time was: “Oh, it’s one of THESE!” What I call a “jig” (but probably has another name in Armenia) never hurt anyone. It either makes people dance or cover their ears. The best thing about this entry is how obvious a message it is. The video is hilarious! There’s even a clarinet in it! And, those lyrics (apart from la la lai) basically mean: They kept telling me what to do, what to say, what to wear and how to behave. F— them. I… Read more »

Erik
Erik
27 days ago
Reply to  Purple Mask

I try to count time, but I loose track of it. I constantly get offbeat when I attempt it. I think it’s not an even number, half a bar somewhere etc

Erik
Erik
27 days ago
Reply to  Erik

12 beats I counted now. 4 beats just doesn’t fit. Even if you’d put triplets over it I don’t think it would work.

Nikki
Nikki
1 month ago

I’m the first one who loves an ethnobop, I could show you my playlist right now, if it’s ethno, it’s there. But, from honest opinion…the melody is amazing and I love it, but then she starts singing…There’s something about her voice that doesn’t feel right for me.

On a good note, the last time I had a love for a melody but issues with sung parts was with Stefania, and look how it ended up, so…Go Armenia, I suppose.

ANDREW BROWN
ANDREW BROWN
1 month ago

Slightly off topic. There has been lots of comparisons of selected songs sounding like or overtones from songs of the past particularly the upbeat songs. Well how about this from an opposite direction Malena Qami Qami Junior Eurovision winner for Armenia and listen to Madison Beer latest song Make you mine. Surely she must have been listening to Malena. The similarity is unbelievable.

Purple Mask
Purple Mask
1 month ago
Reply to  ANDREW BROWN

Interesting, thank you.

Bejba
Bejba
1 month ago
Reply to  ANDREW BROWN

Malena Ended Mandison Beer .

BadWoolfGirl
BadWoolfGirl
1 month ago

Semi final 2 is complete! Now it is time to listen all the songs and make my prediction.

oran
oran
1 month ago

SEMI 2 qualifiers based imo and potential on doing great 100% qualifying Belgium – I trust him enough to people stage it and the elevate it Austria – she literally is a choreographer, if wants to work in eurovision after this she needs to do well. Switzerland – Trust Swiss to stage it bc they polished the turd of Boys don’t cry so Greece- no comments needed. Probably will Q Netherlands – I would put him Higher personally but idk know how he’ll stage and Netherlands staging questionable most of the time Armenia – Ladanvina will sell this so well… Read more »

jbc
jbc
1 month ago
Reply to  oran

Latvia will probably top the jury votes. Oh wait…

Ultima Thule
Ultima Thule
1 month ago
Reply to  oran

Norway is the only absolute safe Q here. The song is completely different, and she is an AMAZING vocalist. I have my doubts about Swiss vocally, I don’t know if he can sing like that live, because the song is ultra hard.

Austria is borderline for me at best because we know how they flop live with these songs. It doesn’t matter if she can dance, they need more, because the song is outdated and heavily autotuned, it will definitely sound worse live.

I agree more or less for others.

Frau Loch
Frau Loch
1 month ago

A song like this was still missing for me this year. It is a sound that is part of the european diversity and belongs at Eurovision

Thanos
Thanos
1 month ago

I don’t agree with the correlations between this and the Greek entry. Armenia is a complete, cohesive folklore party. As such I like it. The Greek song has a satirical undertone that was seen in the music video and thus a delibarate lack of cohesiveness, blending ethnic, trap and other genres. Musically I can’t stand it personally. But I believe that’s part of the point.

Thallo
Thallo
1 month ago

It reminds me of Jan Jan, one of my favourite entries of all time.

I really think this could dominate the televote like Moldova did in 2022.

ANDREW BROWN
ANDREW BROWN
1 month ago
Reply to  Thallo

This is no where near as good as Jan Jan

Eurovisionary
Eurovisionary
1 month ago

Oh god, why bother when you can simply do this at home, Armenia song is not messy like Greece entry combination of few song folklore, rap, pop etc. But Armenia also simple and easy thing to play, cheesy, oh well since world is full of nonsense Armenia and Greece seem that they are not bothered anymore, I don’t blame them, Eurovision in sad world of war zone, nothing interesting anymore

Michael
Michael
1 month ago
Reply to  Eurovisionary

Personally I think this year is as strong as 2020 (which itself was probably the strongest selection of songs in the history of the competition).

Gabago
Gabago
1 month ago

Armenia…this is your best song ever! I hope Europe will understand that THIS is Eurovision!!!

In my top 10 for sure! Good luck in Malmö Armeniaaaa

Love from Italyyy

WALLY
WALLY
1 month ago

For me, this song is Eurovision. It’s what I want for Eurovision. It’s what we need for Eurovision. Thank you, Armenia,

Mil
Mil
1 month ago

What’s the drama with their name about? Can someone explain please?

Roo
Roo
1 month ago
Reply to  Mil

Lady Niva was a Russian made off road vehicle that was popular back in the day

Purple Mask
Purple Mask
1 month ago
Reply to  Roo

Indeed. One could say, the band were driven.
(Maybe I shouldn’t go off-road too much.)

Anna
Anna
1 month ago
Reply to  Roo

It was Lada Niva, the car I mean

Teddi
Teddi
1 month ago

I love ethno and folk music but this was one is just not it. I listened to it few times but I just don’t like it. :/

BadWoolfGirl
BadWoolfGirl
1 month ago

Just one more song and a couple of revamped entries, and we’re all done.

Woof
Woof
1 month ago

Finally, Eurovision at its essence!!

Who am I?
Who am I?
1 month ago

Well done Armenia!! Love it!

Also people might be confused as to why Greece is climbing the betting odds in the past 2 days. It has to do with the staging concept that the Greek delegation presented at the delegations meeting in Malmo a few days ago. It’s very ambitious and difficult but if it comes to life Athens 2025 might be calling. The Swedish broadcaster will try its best to bring it to life and help the Greek broadcaster create something memorable.

AlexC
AlexC
1 month ago
Reply to  Who am I?

lol

Ultima Thule
Ultima Thule
1 month ago
Reply to  Who am I?

It is slightly climbing because many songs in front are overrated and Greece is different, that’s all.

NoMoreEscAddicted
NoMoreEscAddicted
1 month ago
Reply to  Who am I?

And here we go again…

Michael
Michael
1 month ago
Reply to  Who am I?

Greece is historically over-hyped in the betting odds meaning theirs odds are always better than the songs deserves or eventually achieves. There is a strong constituency that bet on the Greek songs (regardless of quality) in the UK betting market.

Who am I?
Who am I?
1 month ago
Reply to  Michael

I’m not greek so I have no reason to hype Greece. All I said is that Greece has a very ambitious staging concept this year that was presented in Malmo. You guys have completely over reacted. I am part of the production this year like I was in 2022 so I have some extra insight that I cannot share. I just said that the Greek delegation caught my eye.

Francis
Francis
1 month ago
Reply to  Who am I?

Well Greece keeps rising in the odds. Already reached the 8th position and will soon overtake Israel which is currently in 7th place. Could Greece be a dark horse for this year? We will see. The live performance will either make the hype even greater or it will completely destroy Greece in my opinion.

Who am I?
Who am I?
1 month ago
Reply to  Francis

If the Swedish broadcaster is able to help Greece bring their concept to life… it’s definitely a top 3 finish for Greece no question about it. Our production team is trying to maximize every country’s entry to do the best of our ability. But Greece came up with an idea that will propel Zari to the top. That’s all I can say. Now you wait till rehearsals

Who am I?
Who am I?
1 month ago
Reply to  Who am I?

Also Austria has a very good stage concept. The Austrian delegation put a lot of effort and I think it will show!

Who am I?
Who am I?
1 month ago
Reply to  Who am I?

I will also say Cyprus and serbia are ones to look out for. They will impress with their stagings when rehearsals start. Switzerland is also interesting but might be difficult for some viewers to connect to.

Michael
Michael
30 days ago
Reply to  Who am I?

Thanks for the insights…time will tell. All eurofans really need is for each artist and their team to do their absolute best with their 3 minutes on stage.

LawnaDellPlay
LawnaDellPlay
1 month ago

Utterly Bollywoodish

Michael
Michael
1 month ago
Reply to  LawnaDellPlay

Precisely why it will do great…hurrah!

John
John
1 month ago

I really like instrumental songs. Lyrics (especially bad ones) are highly overrated.

Sherlock
Sherlock
1 month ago

Great musical track. Nice to hear the ‘local’ element. In a mix of 36 songs it’ll be a nice alternative.

Anonymous91
Anonymous91
1 month ago
Reply to  Sherlock

37, not 36

Sherlock
Sherlock
1 month ago
Reply to  Anonymous91

🙂

Serenade
Serenade
1 month ago
Reply to  Sherlock

35* songs 🙂

Sandro
Sandro
1 month ago
Reply to  Serenade

31 songs

arc
arc
1 month ago
Reply to  Sherlock

17 songs 😉

Anhel
Anhel
1 month ago

This is the kind of folk I like to see in Eurovision. Well done Armenia!

Fizzpunk
Fizzpunk
1 month ago

Its a nice etno entry, only ist too messy and trying too much having a super happy image overall.
Older works from the duo had more appreciation from me.

Hope they will make Armenia proud at ESC24.

John
John
1 month ago

There are so many here that tiptoe around entries, scared of saying anything even slightly negative (as if it is the worst crime ever to do so, unless it is the scandi countries then its fine). Its not good, simple as that. lay lay lay lay lay this to rest.

Michael
Michael
1 month ago
Reply to  John

This is precisely the tonic needed this year…kind of like the KEiiNO of the Caucasus!

Jessica Folcker
Jessica Folcker
1 month ago

My favourite this year. By a mile. 🙂

Michael
Michael
1 month ago

This put a smile on my face and maybe even a twinkle for a surprisingly strong televote outcome.

Oy oy
Oy oy
1 month ago

I think this will do well in the televoting!

Devito
Devito
1 month ago

Bollywood version of Kaarija. Pass.

Lyly
Lyly
1 month ago
Reply to  Devito

..? what’s the link with Kaarija?

Alex
Alex
1 month ago
Reply to  Devito

Y’all be calling absolutely every new song a copycat of Cha Cha Cha lol.

Dida
Dida
1 month ago

Very messy and chaotic. By the end of the song it’s even getting irritating.

Kobe
Kobe
1 month ago

Another hectic and annoying song. Good luck Armenia!

Kobe 2
Kobe 2
1 month ago
Reply to  Kobe

Another hectic and annoying reviewer. Good luck Kobe!

Arc
Arc
1 month ago

seriously now. this is great. top 10 material. in the sea of copy paste acts – this will stand out . good job Armenia, and good luck!!

Paul Sorensen
Paul Sorensen
1 month ago
Reply to  Arc

Its just copy paste in their genre.

Arc
Arc
1 month ago

omg she is wearing puff sleeves. Kaarija 2.0

Pandaman
Pandaman
1 month ago
Reply to  Arc

Oh, I had no idea Kaarija invented puff sleeves. You live you learn!

arc
arc
1 month ago
Reply to  Pandaman

Now, try to explain that to Baby L. haters 😉

Yeah yeah fire
Yeah yeah fire
1 month ago
Reply to  arc

I love how Joost also has huge sleeves, and dutchies are Baby L’s biggest haters

Anonymous91
Anonymous91
1 month ago

very great ethno fun song from Armenia

LAESC
LAESC
1 month ago

Armenia taking ALL the time they could to announce their entry and giving us a song without proper lyrics and chorus. Disappointed!

musimakeup
musimakeup
1 month ago

love it !!!!! together with Greece this kind of joyful ethnic rythms are sssuuuuuuuch a clever choice in this year’s lineup !

Angelina
Angelina
1 month ago
Reply to  musimakeup

Netherlands with the gabber sound is also very ethnic and typical Dutch.