Or that’s the way it is
Every people has representatives of its cultural brand, which are the symbols that represent the nation. The world has acknowledged only a few Armenian artists from Armenia and the Diaspora as representatives of the Armenian brand – Saryan, Khachaturian, Parajanov, Aznavour, and Djivan Gasparian in the past 20 years. Nonetheless, for all time, also today, guests from Armenia and of Armenian descent engaged in different kinds of cultural activity have been welcome guests in the Western theaters, concert halls, and other cultural centers. Aravot inquired of famous artists how many more years one needed for the list of the representatives of the cultural brand to extend. In painter Robert Elibekyan’s words, the time plays an important role in acknowledging a person representing any nation’s cultural “brand,” regardless of where he lives and creates. “In fine arts, Saryan and Kochar, Arshile Gorky and Jansem, and at the same time, some of my colleagues nowadays are representatives of the brand for me. The people themselves should be able to find their values and present them to the world. And in order to do that, both domestic and foreign leverage should be used, closely cooperating with the local authorities and Armenian embassies abroad. At present, in particular, the only way of making the world know about Armenian fine arts is participation in the famous auctions in London, France, and other cities, for which we have fine arts of high quality in the form of the works of our greats and modern artists. Otherwise, it is naïve to think that a foreigner will come, see, be surprised, then go to his country, talk and represent, say, this or that artist and work, which he liked in Armenia, even if he or it is brilliant, in his opinion. For example, I have been ‘showing’ the world for 30 years. This ‘process’ progresses very slowly…. In a nutshell, one should have sponsors in the person of one’s state.”
Stating half in jest half in earnest that only Solomon the Wise could say who are the representatives of 
the Armenian “brand” abroad, director Hovhannes Chekijyan said: “I can say one thing; there is no denying, we had both geniuses and talented people, and when they left the country their place has remained vacant. I think that it is not hard to guess, which of our greats I am talking about. I would rather first of all we appreciate our greats, not love posthumously. As for what approach the world will take to this issue, let us leave it to the very world.”
Actress Varduhi Varderesyan informed that her everyday concern was our very culture, adding: “However, I will not talk about that today. Many things must be changed so that the culture develops, and we will think of the world afterwards.”
Composer Robert Amirkhanyan is convinced: “Money rules the country these days. The overwhelming majority of the people are concerned about their everyday life; the other part prefers pleasures. Under these conditions, cultural figures think of doing real things…. Our country should be able to create such a high-class school, such a high-quality cultural system that will attract the youth, keeping them as far away from the internet, shows about sex, stupid TV series etc. as possible. Please, take note of this idea of mine; it is time to sober, people. And if an artist has something to say to the world, it is unavoidable, it will be voiced one day.”
Opera singer Gegham Grigoryan assures that the so-called cultural “brand” in the person of artists whom the world should recognize must first of all be appreciated in the fatherland. “Otherwise, who cares to come, seek, leave and discuss, let alone decide who the representatives of the Armenian ‘brand’ are. In the end, I want to understand how the cultural ‘brand’ is measured, which is talked about around the world too. And we have high-class artists in different fields of culture, including opera, who are also acknowledged abroad. We should correctly present them to the world. And our country has reached an impasse, which can be called a political ‘brand’….”
SAMVEL DANIELYAN
Aravot Daily
