We recently had the chance to connect with #TAG / Ruben Karapetyan and have shared our conversation below.
Hi #TAG / Ruben, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you chasing, and what would happen if you stopped?
For me, growth is not a final destination – it’s the path itself.
I chase growth – not only in my career, but also inside myself. For me, creating has always been both a passion and a means of survival. I keep running after the next project, the next challenge, the next vision, because that fire makes me feel alive. Without it, I sometimes fear I’ll sink into silence that feels like giving up.
But if I stopped chasing, maybe I would see that I already have enough. There was a time when I didn’t create at all – and it scared me. I felt empty, like I wasn’t producing anything. But in that silence, I started to realize something new: creation doesn’t always have to be outside. It can be inside. That period became a time of truly getting to know myself, learning deeply, and searching for a different kind of meaning.
Over time, I also learned that when I do “run” toward new goals, my run today is different. It’s quieter, longer, and more patient. I let ideas settle, I give them space, while still living my day-to-day life. I discovered that part of the run is actually letting go for a while – and then coming back with fresh eyes.
So maybe I’ll never stop chasing – but now I want to chase from a different place. Not from fear, but from love for the process. To let both the fire and the silence exist together.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is #TAG / Ruben Karapetyan. I’m a multidisciplinary artist who began my career on the streets with street art. From there, my path grew into galleries, exhibitions, and now into the digital world — creating video art powered by AI.
Most of my work combines today’s world — mainly technology, but not exclusively — with the idea that history often repeats itself. I love taking something from the past, twisting it through the present, and turning it into a new piece that makes people stop and think. That’s why my motto is simple: “making shit to make people think.”
About ten years ago, I began this journey, and when AI suddenly entered our lives, it felt like my art had awakened again. My static pieces suddenly came alive — moving, telling stories, creating new chapters. Something that once felt frozen turned into something alive and breathing.
At the same time, I also work as a Product Designer at a behavioral health company and teach UX. This mix is what I really love — on one hand, the clarity and structure of design, and on the other, the freedom and fire of art.
My goal has always been the same: to create moments where people pause, reflect, and maybe see things differently, even for just a second. Today, I feel like I live right at that intersection — where past and present meet, where technology and art merge, and where something new can be born.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who saw you clearly before you could see yourself?
The people who saw me clearly before I could see myself were my parents.
From the very beginning, both my mom and dad encouraged me to follow my heart. They pushed me to believe in my path, even when I didn’t fully believe in it myself.
Looking back, I know I wouldn’t be where I am today without them. I owe them so much — not just their support, but the inspiration, the warm words, and the way they accepted me exactly as I am.
What really shaped me was how they showed up during the hardest times. When I felt lost, they reminded me that the struggles were not the end — they were simply part of my journey. They made sure I never forgot that I had my own road to walk, and that I wasn’t walking it alone.
If you could say one kind thing to your younger self, what would it be?
“I would tell my younger self: You don’t need to run so fast. The fire inside you is real, and it will never go out. Trust yourself, trust the process, and don’t be afraid of the quiet moments — they’ll give you strength for the big ones.
Don’t try to please everyone; follow your heart. Believe in yourself. Learn to listen and be patient. Not every fight is yours — sometimes what isn’t meant for you isn’t yours.
Remember that changing direction doesn’t mean starting over — it just means taking a new path from the same starting point. Enjoy the journey, treat it like a game, not a war.
And most important: never forget — you are the one writing your own reality. You are the creator of your story.”
Next, maybe we can discuss some of your foundational philosophies and views? What do you believe is true but cannot prove?
I’m a big believer in intuition.
It’s not something you can prove or measure, but you can feel it. For artists, intuition is even stronger — we often notice things that others don’t.
The problem is that many people silence their intuition. They choose to be logical all the time, even when deep inside they know it’s the wrong choice. And then, later, they regret it.
For me, following intuition is one of the most important things. When you listen to it, you start to really understand yourself, your decisions, and the path you’re meant to walk.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What will you regret not doing?
The only real regret I would have is knowing I didn’t dare to do the things I wanted
Contact Info:
- Instagram: https://www.instagram.com/tagstreetart/
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