Nora Galfayan, co-founder of FocusArt, was studying at the Yerevan Fine Art Academy when she realised her education lacked something essential. She wanted her art to transcend aesthetics, to challenge societal norms and inspire change.
Nora believes that art is not just a medium for self-expression but is a tool for activism—a way to question, critique, and contribute to the development of society. She realised that her formal education was not providing the tools she needed to achieve this vision.
Determined to bridge this gap, Nora and two of her close friends decided to create FocusArt, a non-governmental organisation dedicated to integrating art and activism.
“We were using artistic tools to analyse what was going wrong in our city and our country. We got involved in civic movements, and as artists, we documented and analysed them”, says Nora.
She explains that FocusArt emerged as a split from Utopiana, an earlier initiative focused on international connections. Unlike its predecessor, FocusArt prioritised local issues, activism and education in visual arts.
Their first major initiative was the launch of an independent TV channel, ACTV. Born out of the realisation that Armenia’s mainstream media often neglected critical stories, ACTV became a platform for activists to amplify their voices and document social movements.
“It was a good platform to engage people that wanted to make this type of journalism, and it created a network between them”, Nora says.
For five years, ACTV provided alternative narratives and in-depth analysis, but as social media began to dominate the information space, the team decided to conclude the project and focus on what they believed to be crucial: education.
Nora and her team realised that sustainable societal change required more than just broadcasting stories—it needed education. This insight led to the creation of MediaLab, FocusArt’s flagship program.
“MediaLab is a one-year educational program for people, who want to use the tools of contemporary art for societal change. There are artists using visual arts such as photography, graphic design or sound, but there are also students coming from the social or humanitarian studies who want to learn these tools and this type of thinking” explains Nora.
She relates that critical thinking plays a big role in this program, as it allows students to develop artistic projects that address social and political challenges.
Despite its low-budget operation, MediaLab has thrived, attracting over 150 applicants annually for just 15 spots.
“The most interesting part is that most of these people stay in the community and get involved in other organisations,” Nora says. MediaLab has not only become a hub for education but also a network that continues to grow and evolve.
Another groundbreaking initiative of FocusArt is the creation of an archive of social movements, Nora was inspired to launch the archive after recognising that Armenia’s contemporary history was at risk of being lost.
“We are part of a very important time for social movements in Armenia, and we are part of the organisation of these movements. We have a lot of archive material, but part of it was getting damaged or thrown away, or simply forgotten. We realised we needed to conserve it and make it available for researchers and other civic activists”, says Nora.
The archive project aims to document and safeguard the legacy of Armenia’s social movements, preserving them future generations. FocusArt has recently established a collaboration with Armenia’s national archives, ensuring the project’s sustainability.
“We did not want to become a physical archive, as these materials did not belong to us. We wanted local institutions to get involved and collaborate in this project”, Nora explains.
While outdated archiving systems and limited resources pose challenges, the team’s innovative approach to creating a digital archive has been a significant step forward.
“We have been trying to find funding for this project for at least 5 years, but all our applications were rejected. Now, this project is finally happening thanks to funding from EED”, she says. “This project is not just about preserving history and about providing the tools to learn from it.”
Despite its successes, FocusArt faces significant challenges. The lack of a permanent space has forced the team to relocate frequently, disrupting operations and requiring constant adaptation. “
Generational renewal also remains a pressing issue. “We founded this organisation, and developed it to this point, but now we need new people to continue. It is hard to get people and educate them so they can ensure the continuity of the project without financial resources.”
While the alumni network from MediaLab offers some promise, sustaining leadership transitions within the organisation requires ongoing effort.
The war with Azerbaijan and the subsequent shifts in donor priorities have made it harder to secure resources for cultural and educational initiatives. When FocusArt faced a funding gap in 2024 that threatened MediaLab’s future, EED stepped in to fill the void, allowing the program to continue.
For Nora, FocusArt is more than an organisation; it is a way of life. She relates that her motivations are deeply personal, rooted in a desire to address gaps in education and foster a community of engaged, like-minded individuals and this has become a defining feature of FocusArt’s culture.
“People without civic education rarely understand the importance of our work. We do it because we know it is important,” Nora reflects.
In today’s Armenia, FocusArt’s impact on civil society is undeniable. By combining art, activism, and education, Nora and her team are empowering individuals to use their art to create societal change.
This article reflects the views of the grantees featured and does not necessarily represent the official opinion of the EED.
