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Meet Sergei Ioannisyan of The SweetBeats Band in Somerville

Today we’d like to introduce you to Sergei Ioannisyan.

Thanks for sharing your story with us Sergei. So, let’s start at the beginning and we can move on from there.
I’m the owner/manager/band leader/an active musician of one of the most successful bands – The Sweetbeats band. We have won a numerous awards in the wedding industry for the last 5 consecutive years, including “Best Of Weddings Hall of Fame” by the Knot in 2016.

I was born in Russia and immigrated to the US, Virginia Beach, VA back in 1993. Since then, I have been working very hard to achieve my personal goal – I wanted to be a musician who is making a good living by doing music and break a stereotype that music is not something you want to do professionally if you want to live well and raise a family.

In 1996 I came to visit my friend in Boston and fell in love with the city! The same year, I moved to Boston and went to Berklee College of Music from where I graduated with cum laude. While studying at Berklee, I started working there and was offered a staff position upon the graduation which I held for 12 years.

In 2007, while still working at Berklee, I ran a research and found out that the music wedding industry in the Boston area is blossoming and people in New England love having live bands at the their weddings! I decided to try it out and formed a wedding band serving the couples by providing them with a good quality music services for their weddings. We also served all kind of events from small private, birthday parties, anniversaries, bar/bat mitzvah to larger corporate events. It was fun and at that time I realized that this business is a perfect combination of having a lot of fun, doing what I love and was trained for all my live and making an honest good living at the same time. I was achieving my personal goal – being a musician and raising a family in the city of Boston that I adore! Having a good quality business and provide the top notch services has always been my priority. The way I was raised that I just couldn’t take people’s money unless the product that I’m responsible for is top quality. This work ethics and approach to business gave The Sweetbeats a good name, hundreds of rave reviews from the clients, an opportunity to cater to the couples not only in the US, but even abroad, thus bringing the business to be one of the most successful music businesses in New England!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road has not been smooth at all. When I came to the US, I didn’t know a word of English, any financial support and had to do all kind of jobs, including a hard labor, working up 13-14 hrs. a day. Also, my family back home in Russia, my father and his 6 people family including my 2 brother and 2 sisters needed a financial support that I provided from my minimum wage that I was earning at that time. The Soviet Union at that time fell apart and they lived very close to the war zone, from where they had to flee eventually.

A road to success was not easy in my Berklee years either. I had to work multiple jobs and study at the same time, sometimes sleeping only a few hrs. a day.

A road to the wedding business success was not an easy one either. Boston had hundreds of wedding bands that offered services to the couples/clients and we had to win our customers and offer them something that others could not.

I also realized that I’m the only non-native speaker, born outside of the US band leader in Boston who has to compete on the wedding market. Luckily, we have a very cosmopolitan, international society in New England, open minded people, who weren’t surprised when they heard me speaking with the slightest foreign accent and I figured it’s kind of cool to be different. It also made me feel to be proud to be a naturalized American citizen! My success in this business proved me once again how great this country is where everyone is welcome and can achieve a success with a right state of mind and with an honest hard work.

The SweetBeats Band – what should we know? What do you guys do best? What sets you apart from the competition?
It’s a multi award winning company. The business specializes providing top quality music services for weddings/events. We are the winners of 2013, 2014, 2015, 2016 and 2017 “Best Of Weddings” pick by THE KNOT magazine and website and 2015, 2016 and 2017 “Couples’ Choice Awards” winners by WEDDING WIRE.

In 2016 we have made it to the “Best Of Weddings Hall of Fame” by the Knot – we’ve been able to book over 300 weddings and other events over the last few years (2013-2016) and had a perfect score for the BRIDE’S REVIEWS!

I’m very proud of the highest quality of the music services that we provide! Our slogan is to never sacrifice the quality for the quantity.

We have an amazing team of musicians. The Sweetbeats is the most diverse band in New England – our musicians come from all over the world and each of them bring his/her own unique, musical and cultural flavor to the pot! This cultural diversity allows us to play a very wide range of music, whether it’s an authentic salsa, klezmer or the good American oldies and the newest top 40 songs! Some of these top players are professors, students and alumni of the renown Berklee College of Music of Boston! We are one of the lucky ones being able to make our living exclusively by music!

A new level of entertainment sets us apart from the others! We’re the only band in New England where all the band members except of the drummer are wireless! All musicians in the band are coming on to the dance floor singing, playing and partying with the dancing crowd. Not only the vocalists, like in many other of our competitors bands, but also guitar, winds and even the bass entertain the crowd on the dance floor! That’s The Sweetbeats signature and it’s a completely new approach to entertainment. Also, we do not have second lineups, never double book, we do not have a roster of players like many other of our competitors.

What is “success” or “successful” for you?
Success for me 1st of all, that’s how an individual feels about him/her self inside. That being said, success is when you feel good about yourself and the others. Have a luxury of having a family – healthy children, loving partner, healthy fathers, mothers and the grandparents. All financial achievements means nothing without that listed above.
In terms of the company’s success, I believe in a consistent hard work with a right, calm state of mind and believing in yourself.

In terms of the future of the company, I’d like to maintain the principle of always the quality goes 1st. I don’t know if we’ll ever expend to a multiple number of bands, like many other companies do. If we ever make this step, our principle of “quality goes 1st” will always remain.


  • $4K-22K, depending on what package, date, time and location of the event.

Contact Info:

Image Credit:
1. Samantha Altieri Design + Photography
2. Studio B Photographers

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