The project is aimed at developing classical music in Armenia through the introduction of sustainability models, including a unified online platform, marketing and branding capacities. Introduction of sustainability models involves revisiting and modernizing the branding, marketing and ticket sales strategies. Creating a sustainability model will lead to the promotion of academic art in the country and positioning Armenia as a destination for cultural tourism.

Background

Classical music is one of the hallmark directions of culture in Armenia with well-established traditions of classical academic music. Classical music organizations receive limited funding from the state budget. However, in order to maintain their stable functioning and further development, significant increase in financial support is required to prevent the outflow of talented musicians, attract new professionals and, most importantly, develop and implement new programs.

The short-term goal of the project is to provide a temporary solution to ensure the maintenance of main academic music groups through the Friends of Armenian Classical Music initiative.

The long-term goal is to provide sustainable solutions by introducing development strategies for the classical music industry to become self-sufficient, competitive and flourishing.

Project Beneficiaries

• Armenian National Philharmonic Orchestra
• Armenian National Academic Choir
• Armenian State Symphony Orchestra
• National Chamber Choir of Armenia
• National Chamber Orchestra of Armenia
• Komitas National Quartet
• "Hover" State Chamber Choir
• “Yerevan Perspectives” International Music Festival

Project Activities

• Conduct analysis of the market, available and potential resources, gaps, strengths and weaknesses of each organization. Develop policy recommendations.  

• Create a unified electronic platform for local and international audiences. It will a) host a unified yearly calendar of events, b) allow buying tickets electronically and c) serve as a platform for promoting classical music in Armenia. 

• Prepare development strategic plans for institutions with new branding, marketing, ticket policies and revenue producing ideas.

Expected Outcome/Impact

• Increased private funding and sustainability mechanisms in the field of classical music.

• Fostering cultural tourism in Armenia.

• Enhance Armenia's international reputation as a country of advanced classical music.

• Promoting Armenian performing arts on international platforms.

• Friends
  Adamium LLC

  Ameriabank CJSC

  Yerevan City Supermarket Chain

  Inecobank CJSC

  Electric Networks of Armenia CJSC

  Armbusinessbank CJSC
  
  
• Supporters
  UCOM Telecommunication Company