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Armenia has dropped the official music video for LADANIVA’s 2024 Eurovision song - “Jako”.

"Jako” is Jaklin's nickname. With this song, she asserts her right to think freely and to be whoever she wants to be. “They used to call me Jako when I was little. Growing up I have always been told that girls should behave, be humble, dress normally, not talk too much, not do crazy things”, Jaklin explains. She criticises the imposition of artificial rules and restrictions by the society, which she believes lead girls to forget their true selves as they are constantly dictated on how to behave and who to be.

The song is a message to herself and to all little Jakos in the world to be true to their real, wild, unapologetic selves and to find their true calling - just like she did through her art. It’s an invitation to get up and dance no matter what people say!

LADANIVA is a multicultural mix of ethnic sounds, unique experiences and authenticity. The duo is constantly on the go, and they unite all the spices and colours from different parts of the world in their music - delivering it through Armenian perspective. Like almost all of their songs, “Jako” has musical influences from various cultures. For this one, Jaklin and Louis have been strongly influenced by melodies and sounds inspired by Armenia, the Balkans, India and other diverse cultures.

“We have been very much inspired by the local music of the French Island Reunion. It’s one of our favourite destinations and we were surprised to have found out that their rhythms are very similar to the rhythms found in Armenian songs. When we play songs with these grooves, everyone dances - in Armenia and all over the world”, says Louis.  “Actually that island is very much like Armenia, mountainous, with the coffee smell bringing back memories of my favourite Armenian atmosphere,” adds Jaklin.

The song was released in September 2023 as part of their first eponymous album under the French label of PIAS. LADANIVA put forward "Jako'' as their entry for Eurovision, which has since been revamped for the ESC 2024. The song has been composed by Jaklin Baghdasaryan, Louis Thomas and Audrey Leclercq, and the lyrics have been written by Jaklin Baghdasaryan and Louis Thomas. Artur Manukyan is the director of the video. Costume design and styling have been done by Mary Stepanyan and Astghik Samvelyan.

Artur Manukyan, the director of the video, notes: "In the video, we tried to preserve the authenticity that has endeared LADANIVA to their audience. This time, in honour of the renowned Armenian filmmaker's centenary, we seized the opportunity to showcase LADANIVA's unique, cross-cultural artistry in the spirit of Parajanov - making sure that every detail in the video is Armenian. The elements and mood inspired by Parajanov complement the musical density and multi-layeredness of the band, preserving the free and natural style of LADANIVA's clips."

Armenia’s Head of Delegation, David Tserunyan, remarks that “Jako” is the best representation of LADANIVA’s musical diversity and creativity. The song touches upon a very important matter but in a cheerful and playful manner. We hope to inspire people all over the world to embrace their inner Jakos and join this empowering dance of freedom!”

There’s something very special about mixing ethnic melodies and LADANIVA is ready to take everyone on a ‘dance your heart out’ ride with “Jako”!