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Sona Hovhannisyan is an acclaimed arts manager of international standing. She is a co-founder of the "Yerevan Perspectives" International Music Festival, the first-ever festival in the history of Armenia, and the Founder and President of the HAYA Festival.


As an experienced diplomat of arts and policy, her negotiations brought to Armenia some of the finest musicians and orchestras of the world. The list includes the Vienna, London Royal, Israel Philharmonic Orchestras, the Royal Concertgebouw, Berlin Staatskapelle, legendary conductors Lorin Maazel, Daniel Barenboim, Zubin Mehta, Valery Gergiev, Michael Tilson Thomas, celebrated soloists Evgeny Kissin, Pinchas Zukerman, Joshua Bell, Plácido Domingo, Andrea Bocelli, Renée Fleming, among others. ​

She was able to make her festivals, as well as her country a beloved place also for jazz and pop celebrities to visit. The list boasts Charles Aznavour, All Jarreau, George Benson, Joe Cocker, Lara Fabian, Cesaria Evora, Goran Bregovic, and Garou. 



My mission has always been converting Armenia into an internationally recognized arts and culture center, opening new horizons and career possibilities for the Armenian young and established talents, and creating conditions and environment for enlightening and forming large audiences. Founded in 2000, the Yerevan Perspectives International Music Festival became an institutional structure that brought to life all those mentioned. 

Sona Hovhannisyan

An enormous devotee and advocate of international cultural cooperation, Sona has supervised the organization of eventual concerts in Carnegie Hall, New York; Cadogan Hall, London; Bozar, Brussels; the Jerusalem Opera, Jerusalem; Santa Cecilia, Rome; and the Musikverein in Vienna. She engaged the best-performing forces of Europe and Armenia, including the Belgian Symphony Orchestra, Milan La Scala Philharmonic Orchestra, Camerata Salzburg and Bach Choir, Misha Maisky, Maxim Vengerov, Daniel Harding; events that have been highly acclaimed by the leading international press. 

Other profound projects apply to education, commissioning of new pieces, and cultural tourism. In 2015, the Academy of the Yerevan Perspectives International Music Festival was opened in Byurakan, a picturesque location situated 33 km away from Yerevan. The Academy hosted numerous distinguished guests, spectacular master classes, and concerts. 

The phenomenon of festivals was created after the second world war for the reconciliation of countries in conflict. "The Ark of Unity" is our slogan that will bring peace and mutual understanding to the region, which will preach respect and friendship between people of different backgrounds, nations and religions. 

Sona Hovhannisyan


HAYA Festival was founded by Sona Hovhannisyan in 2022 and has already opened a new page in the branding of Armenia internationally and for the economic growth of the country. Large-scale concerts for 20.000 audiences were organized at the Hrazdan Central Stadium of Yerevan giving the second breath to host memorable concerts afterwards. World-famous artists 50 Cent, ZAZ, the West End and Hauser performed at the HAYA Festival so far. More yet to come. 

Over two decades of the pioneering activity made Sona an icon for the younger generation of arts administrators and managers, with whom she happily shares the secrets of long-lasting excellence. Her art-managerial activities were featured in hundreds of appearances on TV, press conferences, and mass media, making her one of the most prominent symbols of cultural diplomacy and creative excellence locally and internationally. Sona is a highly awaited speaker at leading international conferences, forums, and symposiums.


The HAYA platform was founded in 2022, with a mission to make Armenia a name in entertainment. It established a system of values that brings spiritual satisfaction and happiness to each and every individual, inspires the young generation with lifetime impressions, supports security and economic growth, and empowers female talents to grow and make the world a better place.

Sona Hovhannisyan

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