The convergence of technology and the arts has reached an exhilarating peak, a sentiment deeply felt by **Armen Tavadyan**, the CEO of the Armenian State Symphony Orchestra. With a rich background encompassing prestigious university degrees and a wealth of leadership experience in orchestrating large-scale international initiatives, Armen has steered the orchestra toward the adoption of advanced technologies, like artificial intelligence, and has forged new pathways to engage a wide range of audiences with classical music. In this interview, Armen articulates his vision for the future of classical music, highlights the orchestra’s cutting-edge projects, and emphasizes the significance of social entrepreneurship in their endeavors.
**Armen, it’s a pleasure to have you with us. The Armenian State Symphony Orchestra has gained recognition for incorporating AI into classical music. What catalyzed this venture into the tech space?**
**Armen Tavadyan:** I appreciate the opportunity to be here. There’s a saying that growth happens outside of one’s comfort zone, and that’s precisely how our journey began. In March 2020, I had just taken on the CEO role for less than six months when the pandemic suddenly struck during our tour in Israel. We found ourselves returning to Armenia, confined to our homes and unable to perform, presenting a unique challenge for a new CEO. However, our Artistic Director Sergey Smbatyan often jokes that we managed to navigate the crisis effectively because I approached it from a different angle, as I’m not a musician. During that period, we brainstormed various methods to keep musicians engaged. Our experience from WCIT 2019, where we conducted the world’s first live AI-composed concert, provided valuable contacts in the tech sector. We swiftly organized teams, established technical requirements, and drafted action plans, which ultimately paved the way for our success. By June 2020, we became the only orchestra to host an international music competition amid the pandemic.
**That’s an exemplary display of crisis management. What are some other technological implementations you’ve introduced?**
**Armen Tavadyan:** Technology has significantly expanded our horizons beyond what we ever envisioned. We’ve launched **DasA**, an educational application that utilizes AI to monitor children’s progress in mastering classical music, thus enabling us to tailor their learning experiences. Furthermore, we introduced **MySymphony**, an interactive platform designed to engage students with classical music creatively, allowing them to watch live concerts and provide valuable feedback. These initiatives have enlarged our audience base, making classical music accessible to children and students from diverse backgrounds, and have notably reduced our average audience age to an impressive 35.
**It’s evident that social entrepreneurship plays a crucial role in your strategy. How does the orchestra weave this philosophy into its mission?**
**Armen Tavadyan:** Social entrepreneurship is fundamental to our mission. Each year, we allocate a portion of our ticket sales to an NGO dedicated to supplying hearing aids to children in need. Alongside these contributions, we provide them with concert tickets, ensuring they have the opportunity to enjoy live performances. Additionally, we’re collaborating with leading minds in the field to create a distinctive approach to enable individuals with hearing impairments to experience classical music through visual and technological elements. According to the World Health Organization (WHO), over 1.5 billion people globally—1 in 5—experience hearing loss, a figure expected to rise to nearly 2.5 billion by 2050, with at least 700 million of those facing severe hearing loss. Our innovative solutions aim to make classical music accessible to broader and more varied audiences.
**How are others in the field responding to your initiatives? Is there a sharing of ideas?**
**Armen Tavadyan:** As mentioned earlier, our online platform and app facilitated the successful execution of the Khachaturian International Competition during the pandemic. When I presented our outcomes at the International Artist Managers’ Association (IAMA), of which I am a member, several colleagues from music institutions in the Netherlands, Italy, and China expressed interest in utilizing our platform and successfully adopted it for their own events. This development has enabled us and others to maintain continuity and engagement with global audiences during difficult times.
**As you look forward, how do you envision AI and technology influencing the future of classical music?**
**Armen Tavadyan:** I anticipate that AI and technology will continue to drive classical music into new realms. We are just starting to grasp how AI can create new compositions or analyze music, providing deeper insights. However, I don’t envision AI replicating the emotional depth and quality that human composers bring to classical music. It will always lack the essence that arises from human creativity. While AI-generated music may be innovative, it will resemble artificial plants—technically impressive, yet devoid of the authentic spirit that characterizes human-created music.
**What long-term vision do you hold for the Armenian State Symphony Orchestra? How do you navigate the balance between tradition and innovation?**
**Armen Tavadyan:** Our objective is to continually push boundaries while honoring classical music’s tradition. We believe that innovation and tradition coexist harmoniously. We strive to enhance the classical music experience through technology, not to supplant its fundamental values. Looking ahead, we intend to keep discovering opportunities to inspire audiences and musicians globally to foster positive change.
**Thank you, Armen, for this thought-provoking discussion. It is inspiring to witness the synergy between technology and classical music yielding both artistic and social contributions.**
**Armen Tavadyan:** Thank you. It’s been a pleasure to share our journey.
