Extravagant and always interesting Juice has disappeared from the horizon for quiet some time. What are you up to now? There are rumors that you have initiated another unexpected idea.
I didn’t disappear. I have released 2 music videos this year: “Go” and “Tonight”. I’m working really hard. Soon, on October 1, at 13:00 my new video will be released on Dar 21 TV, which is called “1, Two, 3”. It will be the first clip of Punk style in Armenia. So, I was not disappeared at all.
“You are my kix” and “Go” are considered to be the most successful works you have made. Why do you think these songs became the most favored? Do your songs differ from one another for you?
All my songs are different. I can say the same about music videos. I’m trying to not repeat myself and show my new sides in song and pop art. “You are my kix” song became my card. In 2011 at Radio Van Awards show it became the song of March. And it became the best International song in 2011 at BBC radio station of London. It’s still being broadcasted on BBC radio. The same year, I went to London with the composer of that song Karen Grigoryan, where we performed with London Philharmonic orchestra in Royal Festival Hall, which is considered to be one of the world’s best classical halls. I also performed “You are my kix” song.
My other songs such as “Go”, “Tonight”, and “Beauty of Life” and “My slave” were also favored. Different people like different songs of my repertoire.
In 2012 “Stop” song became the Best duet for 3 times, which I performed with Guzh.
Everyone knows that you are not afraid of experiments; however do you really believe that the Armenian audience will like PUNK style? Who was the director of the video?
There were few videos of PUNK style in Armenia and I like innovations. I’m sure our advanced youth will like that song. The director of the video is Armen Piri Masihi. Serzh Harutyunyan and Mery Harutyunyan were the creators of my hair and make-up. Laert Hambaryan made a really good montage. I am the author of lyrics and music of “1, Two, 3” song. Except for the video we have also made a photos, which was made by photographer Emin Sartagar Aristakesyan, Arthur Harutyunyan (Artyan) was the creator of leather accessories, hair stylist was Serzh and make-up was by Christina (Make up studio).
Your images always differ from one another in the videos. Are you picking them by yourself or you have your stylists?
Yes, I’m working with the best stylists. I’m working with hair stylist Serzh, make-up artist Mery Harutyunyan as well as with make-up artists of Make up Studio. I’m cooperating with Mika Danielyan of Harmony, Lilit Margaryan, designers of Atex fashion house, Arthur Hovhannisyan (Artyan), who made leather accessories for me.
You could have gone to USA and try your strength there as many Armenian stars do. Why don’t you do that? What is keeping you here? Isn’t it hard for you to live in Armenian calmness and passiveness?
It’s wrong to go to USA or Europe without invitation, I think. I could agree with an invitation of working with a DJ or some artist. I feel calm in Yerevan and do not depend on anyone, I do whatever I want, whatever makes me happy and I’m glad it’s being valued.
Juice, what do you think is the peak of your career? What do you seek and when will you feel self-realized?
Until today, it was my performance at London Royal Festival Hall. I’m so proud that I have worked with Irina Allegrova, which was a big school for me. I’m also proud that I have received a certificate for the Best performance by Vladimir Putin’s security team. I’m reaching to higher uplifts. For example, receiving a Grammy award or Mtv Music Award. That is why I try to create valuable music. I’m trying to have a huge show and make a tour with that.
And as a human being I’m self-realized and I know for sure what I want in life and I’m making them happen step by step.
P.S. Following the music career of Juice, I was always wandering what her real name is. It so happened, that in her Passport she is JUICE as well.
Interview by: Mariam Margaryan
