“EthnoRhythm” cultural program launched in Gyumri to revitalize Armenian intangible heritage

With the support of the Ministry of Education, Science, Culture and Sport of Armenia and the initiative of the “My Lead Time” cultural and youth NGO, a new cultural initiative titled “EthnoRhythm: A New Pulse of National Sounds” has launched in Gyumri.

The program aims to raise awareness of Armenian intangible cultural heritage, particularly traditional folk singing, by presenting national songs and avetises (traditional chants) with modern instrumentation in public spaces across Gyumri.

“EthnoRhythm” is designed to contribute to the preservation, transmission, and popularization — especially among youth — of cultural elements listed as requiring urgent safeguarding in Armenia’s registry of intangible cultural heritage.

The project also seeks to revitalize and promote Gyumri’s musical heritage by fostering innovative and participatory cultural environments, with an emphasis on engaging young creative talent.

The program received approval and support through the Ministry’s grant competition under the category of “Projects for the Preservation of Intangible Cultural Heritage.”