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PRESS RELEASE
September 13, 2005
Junior Achievement of Armenia
1102 North Brand Blvd. #61
Glendale, CA 91202
Contact: Beth Broussalian Tel/Fax: 858-792-4656
E-mail: [email protected]
Web: http://www.jaarmenia.org
Street Beat Armenia to Promote SOAD's "Mezmerize"
JAA Alumni Group to be Exclusive Promoter of New Album in Armenia
YEREVAN, ARMENIA - Raging with its hypnotically dark, dense and arty
style, System of a Down (SOAD) recently released Mezmerize, its third
album and perhaps its hardest-hitting effort to date. Reviewed by
critics as "intense," "progressive" and "thrillingly original,"
Mezmerize challenges the senses. With their newest album already topping
the music charts in the United States, members of the band,
guitarist/singer Daron Malakian, singer Serj Tankian, bass player Shavo
Odadjian and drummer John Dolmayan, are looking to unleash Mezmerize in
Armenia.
SOAD approached Street Beat Armenia, comprised of members of Junior
Achievement Alumni of Armenia, to take the lead in promoting Mezmerize
in the homeland. Armed with SOAD CDs, t-shirts, posters, signs, stickers
and stencils, Street Beat Armenia will be the exclusive promoter of
Mezmerize in the Republic and is currently preparing to launch a media
blitz of Armenia's television and radio stations.
Robert Shahnazarian, Manager of Core Production at Sony BMG Music
Entertainment, is working with Tankian to record a series of exclusive
interviews that will be distributed by Street Beat Armenia to major
radio and television stations in Yerevan. The interviews will feature
Tankian speaking in Armenian and discussing details of the band's most
recent venture and future plans. Promotion efforts also will include
distributing printed materials in towns and cities in each region of the
Republic as well as college and university campuses.
"We truly appreciate the opportunity that the band is giving our alumni
to utilize the lessons learned in our classes through this real-life
experience in marketing and teamwork. System of a Down is very popular
in Armenia and have worked hard to gain recognition of the Armenian
Genocide," comments JAA Executive Director Armine Hovannisian.
In 2002, Ani Movsisyan, President of Junior Achievement Alumni of
Armenia, spearheaded an effort modeled after Streetwise in the US, to
bring the extraordinary music and unique message of SOAD to the
forefront in Armenia. With guidance from Shahnazarian and underwriting
from JAA Founder Cynthia Tusan, Movsisyan and other JAA graduates
together formed Street Beat Armenia. They toured radio and television
stations in Yerevan, distributing information, CDs and posters of the
band. The stations quickly embraced SOAD and began giving more airtime
to its music. Street Beat Armenia's biggest break came when it was
interviewed on Armenia's public television station.
"It was such a challenging and, at the same time, exciting task. Being
novices at promoting, we were quick to learn the great art of
persuasion. We worked hard to reach our target audience and developed a
message that was engaging and informative. Getting in contact with radio
and TV stations, scheduling and conducting meetings, and relating
SOAD's history and international popularity were all thrilling and
rewarding experiences," shares Movsisyan.
Tusan points out that "Junior Achievement's mission is all about
providing our youth in Armenia with meaningful entrepreneurial
experiences." She goes on to say, "The formation of Street Beat Armenia
is exactly that. This year, Margrit Shahnazarian, who originally came up
with the name `Street Beat Armenia' in 2002, is our volunteer
Project Coordinator. She will maintain close contact with the team to
provide guidance in executing the media blitz and to facilitate
communication with the band."
Established in 1992, Junior Achievement of Armenia is dedicated to
promoting free market economics, democratic governance, social
responsibility and ethical business practices in the Republic of Armenia
through economic and civic education. With courses in every high school
in the country, JAA-trained educators now reach 170,000 students in
Armenia each year. Nearly 20% of the total population of Armenia has now
taken a JAA course. For additional information, call (818) 753-4997 or
visit www.jaarmenia.org.
September 13, 2005
Junior Achievement of Armenia
1102 North Brand Blvd. #61
Glendale, CA 91202
Contact: Beth Broussalian Tel/Fax: 858-792-4656
E-mail: [email protected]
Web: http://www.jaarmenia.org
Street Beat Armenia to Promote SOAD's "Mezmerize"
JAA Alumni Group to be Exclusive Promoter of New Album in Armenia
YEREVAN, ARMENIA - Raging with its hypnotically dark, dense and arty
style, System of a Down (SOAD) recently released Mezmerize, its third
album and perhaps its hardest-hitting effort to date. Reviewed by
critics as "intense," "progressive" and "thrillingly original,"
Mezmerize challenges the senses. With their newest album already topping
the music charts in the United States, members of the band,
guitarist/singer Daron Malakian, singer Serj Tankian, bass player Shavo
Odadjian and drummer John Dolmayan, are looking to unleash Mezmerize in
Armenia.
SOAD approached Street Beat Armenia, comprised of members of Junior
Achievement Alumni of Armenia, to take the lead in promoting Mezmerize
in the homeland. Armed with SOAD CDs, t-shirts, posters, signs, stickers
and stencils, Street Beat Armenia will be the exclusive promoter of
Mezmerize in the Republic and is currently preparing to launch a media
blitz of Armenia's television and radio stations.
Robert Shahnazarian, Manager of Core Production at Sony BMG Music
Entertainment, is working with Tankian to record a series of exclusive
interviews that will be distributed by Street Beat Armenia to major
radio and television stations in Yerevan. The interviews will feature
Tankian speaking in Armenian and discussing details of the band's most
recent venture and future plans. Promotion efforts also will include
distributing printed materials in towns and cities in each region of the
Republic as well as college and university campuses.
"We truly appreciate the opportunity that the band is giving our alumni
to utilize the lessons learned in our classes through this real-life
experience in marketing and teamwork. System of a Down is very popular
in Armenia and have worked hard to gain recognition of the Armenian
Genocide," comments JAA Executive Director Armine Hovannisian.
In 2002, Ani Movsisyan, President of Junior Achievement Alumni of
Armenia, spearheaded an effort modeled after Streetwise in the US, to
bring the extraordinary music and unique message of SOAD to the
forefront in Armenia. With guidance from Shahnazarian and underwriting
from JAA Founder Cynthia Tusan, Movsisyan and other JAA graduates
together formed Street Beat Armenia. They toured radio and television
stations in Yerevan, distributing information, CDs and posters of the
band. The stations quickly embraced SOAD and began giving more airtime
to its music. Street Beat Armenia's biggest break came when it was
interviewed on Armenia's public television station.
"It was such a challenging and, at the same time, exciting task. Being
novices at promoting, we were quick to learn the great art of
persuasion. We worked hard to reach our target audience and developed a
message that was engaging and informative. Getting in contact with radio
and TV stations, scheduling and conducting meetings, and relating
SOAD's history and international popularity were all thrilling and
rewarding experiences," shares Movsisyan.
Tusan points out that "Junior Achievement's mission is all about
providing our youth in Armenia with meaningful entrepreneurial
experiences." She goes on to say, "The formation of Street Beat Armenia
is exactly that. This year, Margrit Shahnazarian, who originally came up
with the name `Street Beat Armenia' in 2002, is our volunteer
Project Coordinator. She will maintain close contact with the team to
provide guidance in executing the media blitz and to facilitate
communication with the band."
Established in 1992, Junior Achievement of Armenia is dedicated to
promoting free market economics, democratic governance, social
responsibility and ethical business practices in the Republic of Armenia
through economic and civic education. With courses in every high school
in the country, JAA-trained educators now reach 170,000 students in
Armenia each year. Nearly 20% of the total population of Armenia has now
taken a JAA course. For additional information, call (818) 753-4997 or
visit www.jaarmenia.org.