Sona & Armen Hovhannisyan’s New “Wave of Love” Video Presentation – Conference
DATE
March – April, 2013
Service
Strategic Communications, Media Relations
Category
Music & Entertainment
Overview
SPRING PR provided full PR and media support for the premiere of Wave of Love — the duet by Sona Rubenyan and Armen Hovhannisyan — held at Yans Club Music Hall.
The launch took place in a press-conference format, where the artists presented the story behind the collaboration, answered media questions and premiered an exclusive behind-the-scenes film documenting the making of the music video.
The event brought together representatives of leading media outlets, cultural figures, business community members and guests from the entertainment industry. The press conference was followed by a cocktail reception featuring live performances by Sona, Armen Hovhannisyan, Mery Mnjoyan, Hovhannes Andreasyan, Narek Gevorgyan and Anna Papyan, continuing later in a jam-session format.
Strategy
SPRING PR provided end-to-end strategic communications and media relations support for the presentation- conference, ensuring coherent messaging, strong visibility and meaningful engagement with entertainment and cultural media. The preparation phase focused on shaping the project narrative, conducting targeted outreach to key journalists, and developing communication materials that accurately conveyed the artistic and collaborative value of the duet.
A central part of the collaboration was the organisation and coordination of the press-conference component of the premiere. SPRING PR managed all media-facing workflows — welcoming and briefing journalists, structuring the Q&A, and facilitating direct interview opportunities with Sona, Armen Hovhannisyan and members of the creative team. This approach ensured controlled messaging, smooth interactions, and coherent coverage across outlets.
Interview coordination continued throughout the communication cycle, with SPRING PR arranging pre-event and post-event media engagements as needed, aligning talking points and ensuring that each appearance reinforced the project’s narrative. The team also supported the visual communication process by overseeing professional photo documentation, securing high-quality assets for subsequent media use.
Following the event, SPRING PR maintained momentum through timely follow-ups, refinement of materials for publication, and continuous monitoring of media placements. This integrated approach maximised the visibility of the premiere and strengthened its impact within the Armenian music and entertainment landscape.
