What's the buzzword among young Armenian circles in the Diaspora today? One answer that comes immediately to mind is Hokis. A cluster of ambitious and arguably pioneering young Armenians from London have fused together their artistic and musical talents, exploding onto the entertainment scene by redefining conventional Armenian music. The result is the aptly titled Hokis Volume Meg, the first-of-its-kind, harmonious Armenian pop album that comprises well-defined hip-hop, R&B, dance, techno and funk beats.

RBO (which stands for the Red, Blue and Orange of the tricolor flag), an independent London-based youth group, has collaborated with Dukes Avenue Records to record this acclaimed compilation CD, which has been globally embraced since its launch in August, garnering 3 nominations at the November 17th Armenian Music Awards, where they are set to perform. Painting a portrait in which cultural pride is the dominant hue, Hokis Volume Meg brings Armenian music to a new realm by introducing a fresh, contemporary facet to the musical landscape of yesterday.

Music is, of course, a language that's truly universal -- the vernacular of the soul. And sure enough, these precocious twenty-somethings, who hail mostly from London, have a lot to say with their music and words. But what makes this album such a gem is its vehement adoption of our exquisite language. Despite growing up in a predominantly British mindset, and despite receiving little or no Armenian education, this group has opted to sing from the heart with the language of its ancestors - though it comes out slightly garbled at times. By releasing modern, youth-oriented music solely in Armenian, Hokis have carved a niche for themselves that has been virtually untapped thus far. According to Ara Bozadjian, Hokis Creative Director, "Hokis is about the celebration of Armenian youth, about being alive in the 21st century and about having fun. This was going to happen eventually... it was just a matter of who, from where and when." Armen Cholakian, Executive Producer of Dukes Avenue Records, echoes similar sentiments. "If you want Armenian kids to listen to Armenian music, then Armenian music needs to be updated. It's not plain sailing for any of us, so this is a perfect platform from which to express ourselves and it's about time we did."

With the plethora of Armenian-origin bands out there, many of which call Los Angeles their home, it is unfortunate that few, if any, have issued music in their mother tongue. Though these bands often broach Armenian subjects with their lyrics, rarely do they do so with actual Armenian words. Thus it is even more refreshing, surprising and commendable that Armenians from a rather small and quiet community have emerged as the innovators of this soon-to-be trend, despite the lack of cohesion within the London Armenian sphere. Their potent desire to connect with their heritage is nothing short of inspiring, and should motivate young Armenians worldwide to follow suit. Singer/songwriter Sako Seridarian explains the early inception of Hokis: "Hokis as a word revolves around an Armenian party night that began in London two years ago [through the efforts of RBO]. It grew to become a social term which to us involved entertaining the youth in a neutral, modernistic and yet essentially Armenian backdrop."

Since it incorporates many different musical styles, it is difficult to assign an all-encompassing genre with which to classify Hokis Volume Meg. From rap and dance to acoustic ballads, Hokis covers an entire spectrum of melodic techniques guaranteed to please the palate of any young, discerning music connoisseur. The songs tackle a wide variety of subjects pertaining to Armenian youth, including love-related, parental and language issues. An updated version of the renowned song "Karune" kicks off the 22-track CD, which includes eleven songs with interludes by comedian Kev Orkian in between. Though some lyrics may be deemed offensive or explicit, it must be noted that they are not all meant to be taken seriously. Many of the songs express scathing irony, which makes them funny yet sardonic at the same time. Content varies tremendously, ranging from blatant and controversial to light-hearted and satirical. The album concludes with a haunting, emotionally charged tribute to those massacred in the Genocide of 1915.

Though often grammatically unstructured, the Armenian language on Hokis Volume Meg has been manipulated and molded to fit snugly within the confines of its accompanying music. The album exudes a sense of rawness and energy, which makes it all the more likable, and despite its noticeable linguistic imperfections, it flows remarkably well. According to Sako Seridarian, "Armenian is a flexible language; however it is drowned in tradition sometimes too much." In this same vein, Hokis is far beyond traditional. Mellifluous vocals and powerful raps give this album an essence of distinctness and originality that cannot be compared with anything else on the market today.

The reception of Hokis Volume Meg has been phenomenal in the last two months. "It's amazing to go to different countries and meet Armenians from all walks of life, because there is an automatic closeness there," says Harout Bozadjian, Executive Producer for Dukes Avenue Records. Ara Bozadjian, Creative Director, agrees whole-heartedly. "It's the best thing about being Armenian." One of the many vehicles through which Hokis has been able to reach such a vast audience is its highly informative website, www.hokis.co.uk, which features artist profiles, track samples, behind-the-scenes footage and enthusiastic fan testimonials from Armenian communities peppered across the globe. The album can be directly purchased online or through local distributors whose names are listed on the site as well.

With the introduction of Hokis Volume Meg, one might argue that for once, the impressionability of youth in general might be a blessing in disguise. Since the album comprises exclusively Armenian tracks, it might serve as inspiration for the young Armenian population to exercise its Armenian language skills more freely. With a musical group coming forward and making Armenian "cool" and therefore acceptable by the standards of our youth, it would be no major surprise if teenagers began communicating more readily and enthusiastically in Armenian. Could it be that Hokis Volume Meg may function, finally, as the glue that will unify Armenian youth as a collective force? "Hokis is about the youth; about sorting out our differences and being together," says Sako Seridarian. "The ability to touch people with music is our inspiration. It's a powerful medium," Harout Bozadjian adds. "We really feel that we have created something special. The next step for us is to tour, which we will begin in L.A. We need to take the music to the people, especially the younger generation. This album will inject people with pride."

The Armenian legacy of renewal and survival manifests itself starkly with Hokis Volume Meg. Hokis, or rather the idea behind it, has already become etched into the young Armenian mind as the trendsetter of a new musical era in a largely Armenian backdrop, one that began with the dawning of the millennium and will hopefully evolve through the years. Producer/artist/guitarist Hagop Tchaparian has high hopes for the future of Hokis. "Right now, it's like we're sitting on an airplane going along the runway. Even though we've got international love and recognition, we haven't even started yet."

Indeed, plans are in full gear for Volumes Yergou, Yerek and so forth. "We have been flooded with demo tapes from Armenian artists across the world who want to be featured on Hokis Volume Yergou," Harout Bozadjian says, which should be testament enough that the Hokis message is not only far-reaching, but real and inspiring to others as well. It is with genuine delight that I endorse their efforts here.

Fellow Armenians, take heed: this album is making noise, the echoes of which are reverberating worldwide. Don't let this fall on deaf ears - see (or hear) for yourself what the buzz is all about. See article picture go to Hokis Web Site