This is the story of Kirovakan's business card, the “Melody music” store.
The first of its kind in the USSR and a favorite hangout for Kirovakan youth.
⤜ THE INITIATIVE OF THE RESIDENTS OF NUMBER 24 HOUSES FOR STALIN AVENUE IN KIROVAKAN ⤛
A project that transformed the city's life
The residents of house 24 on Stalin Avenue in Kirovakan (today's 8 Tigran Mets Avenue in Vanadzor), the majority of whom worked at the "Automatica" factory in Kirovakan, decided to improve their lives by cleaning and greening the yard of the building, carrying out renovation works, and not forgetting to create occupational interests for their children.
The club, which consisted of 3-4 rooms on the first floor of the building and was functioning for housewives for needlework, sewing, and pattern groups, was being improved, and a special room was also allocated for the elderly and pensioners. The club also had a playroom and a reading room, and the residents of the house often listened to lectures on various topics.
This initiative of the people of Kirovakan was authorized by Soviet authorities, and in 1960, the Council of Trade Unions of Armenia pledged to assist the spread of this initiative of the people of Kirovakan, which had a strong reaction, and similar efforts were launched in other cities.
However, the house at 24 Stalin Avenue in Kirovakan soon became a musical instrument store.
As a result, the effort of the occupants of 24 houses for Kirovakan's Stalin Avenue came to an end.
⤜ MELODY IN KIROVAKAN ⤛
A place where you enjoyed every note of the music
After the initiative's activity came to an end, the "Melody" store opened in that club around 1975-1976. This shop sold musical instruments such as the violin, mandolin, accordion, and other brass instruments, as well as hundreds of CDs. The store played Soviet, pop, and Armenian music, but there were also rarely sold international tunes and music, which, of course, could be obtained "internally."
However, the store's appeal was not due to the sale of CDs or musical instruments, but to several players with headphones placed in the center of the hall, where you could take the CD of your choice, place it on the player, and listen, then go or simply sit and enjoy.
Because the equipment was of high quality, Kirovakan’s residents preferred to shop at the "Melody" store.
"Melody" was a fairly advanced store for its time, highlighted by its stunning design in addition to CDs, players, headphones, and other hardware. The interior design of the shop-hall was appealing; the ceiling appeared to be decked with records, there were hundreds of CDs and musical instruments on the walls, and the shop's crimson, plush tables and chairs "forced" you to sit and listen to the music.
Due to the country's situation, the "Melody" store closed in 1992-1993. However, it reopened after two to three years as a "Melody" shop-café, where you could listen to music while drinking a cup of coffee with your friends. However, the cafe, like the "Melody" store, did not have a long life. According to building inhabitants, when the area was put up for sale, it was privatized and separated into two parts: the first was sold, while the second was converted into a billiard room.
⤜ MELODY IN MEMORIES ⤛
Kirovakan residents Samvel Khalatyan and Alik Smbatyan, Mikael Abrahamyan and Hrach Marukyan recalled their memories about the Melody store.
The Melody store from Soviet Vanadzor's visiting cards has been maintained in everyone's mind as a point of contact for the inhabitants of Kirovakan with the deafening sounds of musicians.
The Melody store from Soviet Vanadzor's visiting cards has been maintained in everyone's mind as a point of contact for the inhabitants of Kirovakan with the deafening sounds of musicians.
"Melody" in Samvel Khalatyan's memories
Armenian dramatist, novelist, satirist, honored figure of RA culture,
Honorary citizen of VanadzorSamvel Khalatyan, an honorary citizen of Vanadzor, recalled his memories of the “Melody” store.The "Melody" store opened during a visit to Kirovakan by Karen Demirchyan, the first secretary of the CPC Central Committee.
- What is your most vivid memory of “Melody”?
- During Karen Demirchyan's visits, a new institution opened in the city, one of which was "Melody" store-salon. On that day, the medical school girls were invited, and they dressed in their white medical gowns, put on their favorite CD, and listened to music through headphones. While the students were enjoying the music, K. Demirchyan entered, became acquainted with the vast array of CDs, and selected one of hundreds of CDs to listen too.
- What is your most vivid memory of “Melody”?
- During Karen Demirchyan's visits, a new institution opened in the city, one of which was "Melody" store-salon. On that day, the medical school girls were invited, and they dressed in their white medical gowns, put on their favorite CD, and listened to music through headphones. While the students were enjoying the music, K. Demirchyan entered, became acquainted with the vast array of CDs, and selected one of hundreds of CDs to listen too.
-What was the cause behind the store's "authority"?
- Back then, television broadcasted primarily propaganda content under the dictates of the Soviet system, depriving people of the opportunity for multi-style cultural development, and the opening of "Melody" store provided the city's geeks and citizens in general with the opportunity to listen to music such as jazz, foreign pop, pop, and also national music.
S. Khalatyan recalls that they sold not just CDs, which were displayed in different styles, but also musical instruments, which were known to be sold "under the hood" since they were unusual.
S. Khalatyan by himself obtained an accordion for his cousin in this way.
"Melody" in Alik Smbatyan's memories
Sound designer
While sharing his unforgettable memories with us, Alik Smbatyan mentioned that the ongoing activity of "Melody" could ensure the formation and development of the city's cultural taste.
- What memories does "Melody" bring to mind?
- Any memory awoken by "Melody" is precious, and once told, you can't escape out of the hug of recollections. It was a popular hangout for Kirovakan’s residents, and we would go there virtually every week to listen to music, order a cup of coffee, and relax.
- Do you remember what type of CDs were sold?
- There were various discs available, including international discs, which were, of course, prohibited in Soviet countries.
- What memories does "Melody" bring to mind?
- Any memory awoken by "Melody" is precious, and once told, you can't escape out of the hug of recollections. It was a popular hangout for Kirovakan’s residents, and we would go there virtually every week to listen to music, order a cup of coffee, and relax.
- Do you remember what type of CDs were sold?
- There were various discs available, including international discs, which were, of course, prohibited in Soviet countries.
- How did the “Melody” store affect the lives of the residents of Kirovakan?
- It had a significant impact on the city's cultural life because everything was established there, beginning with taste.
- How did the “Melody” café differ from other cafes in the city?
- This store was the first of its kind in Armenia and the Caucasus in general. When artists from the Soviet Union arrived in Kirovakan, my friends and I welcomed them to the "Melody" because the shop-café did not appear to be very Soviet. "Melody" was the one who usually succeeded in surprising the foreign guests with her stunning appearance.
- It had a significant impact on the city's cultural life because everything was established there, beginning with taste.
- How did the “Melody” café differ from other cafes in the city?
- This store was the first of its kind in Armenia and the Caucasus in general. When artists from the Soviet Union arrived in Kirovakan, my friends and I welcomed them to the "Melody" because the shop-café did not appear to be very Soviet. "Melody" was the one who usually succeeded in surprising the foreign guests with her stunning appearance.
"Melody" in the memories of Hrach Marukyan
Expert in the protection of historical and cultural monuments of the Republic of Armenia
Expert in the protection of historical and cultural monuments of the Republic of Armenia
- What was the "Melody" like for the people of Kirovakan?
- For many, the “Melody” store was the best place to meet because there was the option to listen to different music, and the high-quality players positioned in the hall allowed us to listen to our favorite music. Furthermore, the Melody store was a "stop"; the city used to stretch from Hraparak to Kimprom Palace (now Charles Aznavour Palace), but it is now limited to the Department Store and Hayk Square.
- Why was "Melody" a popular meeting spot for young people?
- At the time, The Beatles were a fashion icon, and we wanted to emulate them. Even though foreign songs and music were prohibited during those years, Kirovakan residents were able to obtain CDs from Melodia, albeit with difficulty.
- For many, the “Melody” store was the best place to meet because there was the option to listen to different music, and the high-quality players positioned in the hall allowed us to listen to our favorite music. Furthermore, the Melody store was a "stop"; the city used to stretch from Hraparak to Kimprom Palace (now Charles Aznavour Palace), but it is now limited to the Department Store and Hayk Square.
- Why was "Melody" a popular meeting spot for young people?
- At the time, The Beatles were a fashion icon, and we wanted to emulate them. Even though foreign songs and music were prohibited during those years, Kirovakan residents were able to obtain CDs from Melodia, albeit with difficulty.
⤜ "MELODY" IN VANADZOR ⤛
Letters that lead to the Melody
If you find yourself in Vanadzor and want to find the "Melody" turn to a passerby for assistance: not only will they explain: "go straight from the square, cross two streets, and you will see a building with "Melody" written on it," but you will not rule out the possibility that they will accompany you and tell you about one or two interesting events.
“Melody” was the stop for meetings, day planning, dating and, why not, music notes for the people of Vanadzor.
Nowadays, the "Melody" store is remembered because of the "МЕЛОДИЯ" lettering on the outer wall of the building. As mentioned, the shop-café is not working and after privatization, private companies are located here.
There aren't many memorabilia preserved in the archives, but it's clear from the interviews and conversations that it was one of the city's calling cards in its days, even though it only operated for 18 years.
Of course, there will be stories that we have not yet heard about the "Melody" shop-cafe, but we are sure that over time this workshop will be filled with interesting and remarkable discoveries.
The idea of creating a multimedia workshop about the "Melody" music store came from the Vanadzor InfoTun of the NGO Center. As a result of the "Creativity in the Community" course organized within the framework of "Rethinking the Program", after which the "Creativity in the Community" initiative was formed.
Pictured is the "creative" idea of the members of the initiative regarding the letters of the “Melodia” building, which was created using digital tools. The team at the workshop hopes that one day the letters will get this look.
The workshop was implemented as a result of cooperation with NGO Center and Direct Democracy NGO, for which we express special thanks to Arbak Sargsyan.
⤜ THE FEMALE ARCHITECT OF "MELODY" ⤛
Marietta Papyan, the woman who gave Kirovakan a new lease of life
Information about her life and architectural activities are scarce, but from the information on the Internet it is clear that M. Papyan is the author of dozens of architectural works not only in the city of Kirovakan, but also in a number of cities of Soviet Armenia.
Marietta Papyan is the author of the architectural buildings not only of Kirovakan, but also of “Melodia” stores in Yerevan. In addition to the “Melodia” store, M. Papyan was also the author of the architectural works of Kirovakan's famous shops: "Детский мир" (eng. Children's World), "Подарки" (eng. Gifts) and "Универсам" (eng. Supermarket).
Marietta Papyan
⤜ "MELODY" CDs ⤛
Let's tell you a little more about those CDs that you may have put in a damp corner at home, you don't use them, but you remember "MELODY written on them. Founded in April 1964, the All-Union Record Company "MELODY" was a monopoly in recording, production, storage and distribution of recordings. In the 1980s, it was one of the 6 largest record labels in the world. "Melodia" or "Melody" united 8 factories for the production of gramophone records throughout the USSR, wholesale warehouses, "House of Gramophone Records" stores and recording studios in Kiev, in Yerevan, in Alma-Ata, in Vilnius, in Leningrad, in Moscow, in Riga, in Tallinn, in Tashkent and in Tiflis. The circulation of records was set by a special commission, but often in the end it exceeded the initial values. The brand catered to a wide range of tastes. Judge for yourself.
On the reverse side of the CD covers you could find a special scale, in which the number 1 meant symphonic, operatic and choral music,
2 - Russian folk music,
3 - the creativity of the peoples of the USSR,
4 - poetry, prose, dramaturgy,
5 - children's recordings,
6 - stage, songs of Soviet composers, jazz, operetta,
7 - educational recordings,
8 - music of the peoples of foreign countries,
9 - "Krugozor" and "Kolobok" audio magazines.
The main department was located in Moscow, Tverskoy Boulevard, house 24.
If you paid attention, the Melodia store was opened in the house of the same number in Kirovakan.
⤜ OUR TEAM ⤛
- Vahe KhachikyanAuthor of the idea
- Lilit KhachatryanProject manager
- Bakhshik HarutyunyanMaterial Preparation Mentor
- Arbak Sargsyan"Creativity in the community" topic trainer
- Margarita KhudaverdyanMentor of the initiative
- Narek BeglaryanMember
- Anna VardumyanMember
- Margarita JulhakyanMember
- Asya PoghosyanMember
- Sargis ArakelyaMember
- Ani KocharyanMember
- Erik KharatyanMember
- Sofi AntinyanMember
- Sona GevorgyanMember
- Seryan EnokyanMember
The Project is implemented by "NGO Center" Civil Society Development Non-Governmental Organization within the “Civil Society Support for Ensuring Impact on Reforms” project. This production has been financed by Swedish Government․ Responsibility for the content rests entirely with the creator. Swedish Government does not necessarily share the expressed views and interpretations.
The “Civil Society Support for Ensuring Impact on Reforms” project implemented by Eurasia Partnership Foundation with support of the Swedish Government․
The “Civil Society Support for Ensuring Impact on Reforms” project implemented by Eurasia Partnership Foundation with support of the Swedish Government․
When reprinting, using the material in whole or in part, the link to the Vanadzor Infotan of the NGO Center is mandatory.
Developed by NGO Center Vanadzor InfoHouse.
Developed by NGO Center Vanadzor InfoHouse.
⤜ LINKS⤛
Links:
K. Kozmoyan - Kirovakan, Armenian SSR GA publishing house, Yerevan, 1960, pp. 274-275.
Encyclopedia of "Hayazg" Foundation - Papyan Marietta, http://ru.hayazg.info
Pictures
1 - belongs to "NGO Center" KRZ NGO
2 - Armenpress official website, author Martin Shahbazyan - Kirovakan store "Melodia", 1983,
https://history.armenpress.am/keywords/%C2%AB%D5%B4%D5%A5%D5%AC%D5%B8%D5%A4%D5%AB%D5%A1%C2%BB
3 - KIROVAKAN - album guide, "Parberakan" publishing house, Yerevan, 1989
4 - picture created during the workshop
5 - belongs to "NGO Center" KRZ NGO
6 - "Hayazg" Foundation Encyclopedia - Papyan Marietta, http://ru.hayazg.info
The personal pictures of the interviewees were allowed to be posted by themselves.
K. Kozmoyan - Kirovakan, Armenian SSR GA publishing house, Yerevan, 1960, pp. 274-275.
Encyclopedia of "Hayazg" Foundation - Papyan Marietta, http://ru.hayazg.info
Pictures
1 - belongs to "NGO Center" KRZ NGO
2 - Armenpress official website, author Martin Shahbazyan - Kirovakan store "Melodia", 1983,
https://history.armenpress.am/keywords/%C2%AB%D5%B4%D5%A5%D5%AC%D5%B8%D5%A4%D5%AB%D5%A1%C2%BB
3 - KIROVAKAN - album guide, "Parberakan" publishing house, Yerevan, 1989
4 - picture created during the workshop
5 - belongs to "NGO Center" KRZ NGO
6 - "Hayazg" Foundation Encyclopedia - Papyan Marietta, http://ru.hayazg.info
The personal pictures of the interviewees were allowed to be posted by themselves.
