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In 2000s Armenian show business was captured with a phenomenon called “Andreamania”. Everyone was talking about Andre’s concerts, songs, hits, music videos… Everybody wanted to have a picture and an autograph from him. But not many people were aware that through all these success Andre was always surrounded by his producer- Anush Hovnanyan.

NEWS.am STYLE has talked with Anush on the success they had with Andre and all the difficulties she had as a female producer. We also tried to find out who is the beautiful lady on the pictures which the singer frequently posts on his Instagram page.

Anush, could you remember, please, how did you start your work as a producer?

I was very young, about 19 years old, when I started to work as a producer, which became my favorite job in the future. I have always dreamt to become a successful producer and I’m very thankful to God, who made my dream a reality. I consider myself a successful producer in Armenia, because I was one of the first female producers in that period, and you know it was very difficult to deal with all other producers and organizers, who were mostly men, to make them do what you want and at the same time to respect you. And I managed to do so, that’s why a lot of people called me an Iron Lady:)

That means you didn’t have any experience before starting your job with Andre.

I was connected with art since my childhood, I have always loved music, dancing and everything associated with arts. Yes, I had some organization experiences but I did more serious steps with my artist-Andre. He suggested me to be his producer, to organize his concerts and everything connected with his music career in Armenia and outside its borders.

I’m happy we had this success, especially at that period, when everything was more difficult than now, and we had a lot of dreams which we could fulfill and try to do so till now.

Isn’t it a huge responsibility to be a producer for an artist?

Of course, it is! But just that period, when I started to work with Andre we had all that success.

We were organizing his concerts and the tickets were sold out in just 1-2 days and the fans demanded more and more concerts. That was a real sensation for TV, because there were years when Andre was having about 2-4 concerts.  We set a lot of records in Armenia and other countries, but for me the best success was when we managed to sell all 20 000 tickets for his concert in Vazgen Sargsyan sport complex in just 12 days. During that days I was being asked to do a producing job for other artists as well.

Did you have any master classes during your job, or you learnt everything on practice?

I have read a lot of interviews of famous producers and followed their way. A lot of things I have learnt from them, but when Andre was selected to represent Armenia for the first time in Eurovision Song Contest 2006, that was a new opportunity for us. That was a huge responsibility, because your artist was representing your country in the most famous musical contest of Europe. He finished 8 among the 38 countries and due to his position Armenia performed in the final the other year. I remember how Armenian people accepted us-with love and warmth. I will never forget that year.

In 2000s Andre was the most popular singer in Armenia. How did you manage that?

We both believed in our dream and never stopped working hard. I think you achieve your goals when you love your job. Yes, my artist was number one in Armenia, and I was very happy for him. We got our best prize-that was the love of the audience. We also got a lot of music awards, which also is very important for the artists.

As you have already mentioned as a female producer you had a lot of difficulties. How did you overcome them?

There are always some difficulties we have to overcome, but I always do so, because I'm very devoted to my job. That difficulties made me strong, they made me who I am. One can make a strong personality only by struggling.

Anush, you seem very quiet and humble in life, but you are very strict and strong in your job…

Yes, because as I have already said it's very difficult for a woman to be in this field. But I manage to make right decisions due to my inner harmony and yes, I'm very demanding in my job. I'm sure a lot of people don't like me because of that but I know that they do respect me for my job. Many artists tried to copy our success and some of them really manage to do so, I'm happy for them, but anyway… we were the first and that's cool:)

Are there new projects you're working on?

Now I'm even more ambitious. There are new projects I'm working on but I don't want to speak about them now, only can say that something hot is coming:)

You even tried yourself as a director filming the music video for Andre's and Nini Shermadini's song «Tsaghikneri Ashxarhum». Is this your new passion?

That was rather an interesting experience to be a director and maybe I will express my skills in this field as well. You know that was a bit strange to be a producer of the project, to do all the organizing job and on the other hand to film the video. Our team was consisted of foreigners and I was speaking in 3 different languages, which was really difficult, but you can do anything when you smile:)

And there were times when you were singing yourself. Haven't you been thinking on returning to singing again?

Well, yes there were times when I was singing, and I do love everything connected with music, but you know, I prefer to be a producer and do the job I really love.

And for last, I would like to ask you about the beautiful girl, with whom Andre is posting photos on his Instagram. A lot of fans consider she's his girlfriend…

I think Andre's personal life belongs only him:) That's why it's called private. When the proper time comes, Andre himself will reveal everything. As for me, I'm really very happy for all his personal and creative success and will always stand next to him supporting all his future projects.

Syune Arakelyan

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