The Primavera Foundation is supported not only in Armenia but also by the Armenian Diaspora. Interview with Hagop and Lilit, founders of the Armenopole

1-This partnership brings together two organizations dedicated to Armenian culture. What would you see as the  sustainable and reasonable outcome of such collaboration? What impact can we create together?

This partnership between Primavera Foundation and Armenopole represents a powerful synergy dedicated to the promotion and preservation of Armenian culture. A sustainable and meaningful outcome of our collaboration would be the creation of a robust ecosystem where Armenian artists not only receive the support they need for their learning and artistic development but also gain broader visibility and engagement with Armenian communities worldwide.

Primavera Foundation plays a crucial role in nurturing Armenian musicians, providing them with resources, mentorship, and opportunities to grow. Armenopole, in turn, acts as an amplification platform, ensuring that these artists and their work reach a wider audience. By effectively communicating Primavera’s initiatives and sharing Armenian artists’ performances globally, we help bridge the gap between these musicians and the Armenian diaspora.

One of the greatest challenges today is connecting Armenian artists with the vast yet dispersed Armenian communities worldwide. Despite their strong cultural engagement, these communities often lack direct access to emerging Armenian talent. Through this collaboration, Armenopole can serve as a cultural hub, promoting Armenian artists, showcasing their work, and fostering a deeper sense of connection and cultural continuity between artists and audiences across the globe.

Together, we have the opportunity to create lasting impact—empowering Armenian musicians, strengthening cultural ties, and ensuring that Armenian art continues to thrive and inspire future generations.

2-Armenopole aims to connect the global Armenian community through its platform. What is the story of your platform? Can you share more about the inspiration behind creating a Global Calendar of Armenian Events?

Armenopole was born from a simple but eye-opening experience. In 2017, I was in New York for just a few days, and as I was walking through Washington Square Park, I later discovered that an Armenian cultural event had taken place there just moments before I arrived. I had unknowingly missed the opportunity to connect with my culture, my people, and a meaningful part of our heritage. This moment left me with an important question: if I, someone actively engaged with Armenian culture, could miss such an event, how many other Armenians worldwide were facing the same frustration? That’s when the idea for Armenopole was born—a platform that would ensure no Armenian would ever again say, “If only I had known.”

This vision is reinforced by the Calouste Gulbenkian Foundation’s study on the Armenian diaspora, which highlights both our deep cultural ties and the challenges of staying connected across distances. The study recommended creating initiatives that help Armenians stay informed and actively participate in cultural life. Armenopole answers that call with its Global Calendar of Armenian Events, ensuring that no matter where an Armenian lives—whether in Los Angeles, Paris, Yerevan, or Buenos Aires—they can stay connected to their heritage. 

This mission aligns perfectly with our collaboration with Primavera Foundation. While Primavera nurtures Armenian musicians, helping them develop and share their talent, Armenopole amplifies their voices, ensuring their art reaches Armenians all over the world. Together, we’re not just promoting culture; we’re creating a stronger, more connected Armenian world, where artists and audiences are united, and our heritage continues to thrive.

3-What challenges have you faced in developing a global platform like Armenopole, and how have you turned them into opportunities?

The major challenge was finding the time to develop and maintain the platform. As the founder, I’ve worn many hats—designing, developing, promoting, managing and maintaining the platform—while balancing personal and professional commitments. Time was, and still is, always limited, and each new feature or update meant late nights and long hours.

A significant challenge was also gaining the trust of both Armenian artists and organizations publishing their events, as well as the broader Armenian audience. Armenopole isn’t just a platform for events—it’s a targeted tool for promoting Armenian artists, as well as the initiatives and projects of Armenian organizations. While many organizations rely heavily on social media for promotion, Armenopole offers a more focused media space dedicated to the global Armenian community. Over time, we’ve built strong relationships within the community, making Armenopole a trusted resource for both the artists and the global Armenian community.

Then came the unexpected challenge of the COVID-19 pandemic. During this time, many Armenian events were canceled or postponed, leaving a void for cultural engagement. Instead of seeing this as a setback, we saw it as an opportunity to innovate. We conceptualized and launched the Armenian Music Festival—an online event featuring Armenian artists from around the world. This initiative helped keep the spirit of Armenian culture alive during a global crisis, while engaging a worldwide audience in a completely new and innovative way. It was a bold move that allowed us to stay connected and creative in the face of unprecedented challenges.

Ultimately, every challenge has been an opportunity for growth. Our mission of connecting the global Armenian community continues to drive us forward, and these experiences only refine our vision for the future.

4-How can young Armenian artists, musicians, or creators benefit from showcasing their events on Armenopole?

Young Armenian artists, musicians, and creators can easily benefit from showcasing their events on Armenopole. The process is simple and user-friendly. All they need to do is visit our website at www.armenopole.com, create an account (if it’s their first time), and begin posting their concerts, events, or creative projects directly on the platform. Once the event is reviewed and validated, it will be visible not only on our website and mobile application but also across our partner networks and social media channels. Additionally, each week, we send out newsletters tailored to different countries, ensuring that their events are seen by a global Armenian audience. This provides artists with an invaluable platform to reach their community, promote their work, and connect with fans and organizations worldwide.

5-How do partnerships, like the one with Primavera Foundation, contribute to Armenopole’s mission of connecting the global Armenian community?

Primavera Foundation’s dedication to supporting and nurturing Armenian artists aligns perfectly with Armenopole’s goal of providing a platform for promoting their work. By partnering with Primavera, we are able to amplify the voices of talented musicians and creators, giving them a global stage to share their art with a worldwide Armenian audience.

This collaboration not only helps raise awareness of Armenian culture and talent, but it also strengthens our network of Armenian artists, organizations, and communities worldwide. Together, we can reach more people, spark deeper engagement, and foster a sense of unity among Armenians, no matter where they live. As we continue to support initiatives like the Primavera Foundation’s efforts in developing and showcasing Armenian talent, we move closer to building a stronger, more connected global Armenian community, where culture, heritage, and creativity thrive.