ASA Forum 2025

Decoding Creative Industries

Join us for ASA FORUM 2025, Armenia’s leading cultural policy platform dedicated to advancing research-based policy and decision-making for a sustainable Creative Economy.Through open dialogue among public institutions, donors, and sector stakeholders ASA Forum seeks to foster cooperation and shape a shared vision for the future of Armenian culture and creative industries.

Hosted at State Philharmonia in partnership with the ESCS Ministry of Armenia and co-hosted by distinguished partners including Resonance Program, hosq Foundation; prominent international and local experts, policymakers, leading donors in arts and supported by ArtNexus, AGBU Armenia and JHM

ASA Forum 2025 will focus on

01Integrating research into strategic cultural planning, policy and impact
02National cultural consumption research as a foundation for a national cultural strategy
03Strengthening artists rights & advocacy frameworks
04Enhancing cross-sectoral cooperation in the CCI ecosystem
05Effective governance & decentralisation of culture

Forum Registration

Event is open for general public and is free to attend

Saturday, 15 November 2025 · 15:00

This event has ended

Program

Opening

11:00 – 11:30

Registration

11:30 – 12:00

Opening Remarks

Location: The State Philharmonia of Armenia

12:00 – 13:20

Panel 1

Strategic Decentralization of Culture & Cultural Consumption

This panel will explore how strategic decentralization can expand access to culture and creative opportunities, empowering local communities and diversifying cultural consumption through policy innovation and collaborative governance.

* Panel language — English, with simultaneous interpretation available in Armenian.

Panelists

Strategic Decentralization of Culture & Cultural Consumption

Anne Torreggiani

Panelist

The Audience Agency, UK

Founder & CEO

13:20 – 14:00

Unlocking Cultural Value:
Data-Driven Approach to a more sustainable future for the cultural sector

TOGETHER WITH ANNE TORREGGIANI WE WILL ADDRESS THE IMPORTANCE OF CAPTURING THE VALUE OF CULTURE, UNDERSTANDING IT'S SOCIAL IMPACT AND TRACKING WHO PARTICIPATED, WHY AND HOW. WITH REFERENCE TO HER EXPERIENCE WITH THE AUDIENCE AGENCY AND CENTER FOR CULTURAL VALUE, WE WILL EXPLORE HOW EVIDENCE AND INSIGHT ARE RESHAPING DECISION-MAKING AND INFORMING MORE SUSTAINABLE CULTURAL ECOSYSTEMS AND MODELS.

Anne
Torreggiani

The Audience Agency, UK

Founder & CEO

Keynote

Anne Torreggiani is the founder and Chief Executive of The Audience Agency, a UK national non-profit research and development organization renowned for pioneering the use of cultural data and specializing in participation and engagement.

With decades of experience, she is a highly regarded facilitator, researcher, and adviser to major cultural organizations and policymakers. Anne supports innovation and sector change through projects with the UK National Trust, Arts Council England, National Arts Council Singapore, the British Council, and the Network of European Foundations. She also serves as Co-Director of the Centre for Cultural Value at the University of Leeds.

* Presentation language — English, with simultaneous interpretation available in Armenian.

14:00 – 14:20

Presentation

ASA
Advocacy Society for the Arts

Join us for the presentation of ASA, the Advocacy Society for the Arts. A newly formed non-profit think-tank that works to connect the creative sector to government, bring research and expertise, and champion cultural diplomacy locally & globally.

ASA is in the process of building the network, and FORUM is an opportunity to learn more deeply about the Think-Tank, it's objectives and further developments.

* Presentation language — Armenian, with simultaneous interpretation available in English.

Explore ASA

14:20 – 15:00
Networking Lunch

15:00 – 16:20

Panel 2

Shaping the Future: New Models of Support for Culture & Creativity

This panel brings together leading voices to explore boundaries and innovative approaches to supporting arts & creative industries, exploring funding strategies, and partnership models designed to foster cultural growth and resilience in a rapidly changing world. Panelists will discuss challenges and opportunities in sustaining creativity, engaging diverse communities, and leveraging technology to build a vibrant cultural future.

* Panel language — Armenian, with simultaneous interpretation available in English.

Panelists

Shaping the Future: New Models of Support for Culture & Creativity

Julia Bengtsson

Panelist

Swedish Arts Grants Committee

Senior Advisor for International Development and Cultural Cooperation

15:00 – 16:20

Presentation

Keep On Live — Data Collection: Tracking Venues & the Live Music Narrative

Keep On Live is a prominent Italian association representing live venues & festivals, and promoting live music culture across Italy. Presentation will be held by Gayanè Kevorkyan - Keep ON Live Production & Artistic Direction Manager

Location: Philharmonia Library · Facilitated by Resonance Program

15:00 – 16:20

SoundCrit:
Open Session
Collective Listening & Feedback for Artists

SoundCrit rethinks artistic feedback through listening. It’s a collective session for music producers, music makers, and songwriters who want to develop their practices through constructive, fair feedback on their work.

Location: Philharmonia Shushiki Hall · Facilitated by hosq

16:30 – 17:50

Panel 3

Re-thinking Art Management:
Institutions & Independents

Facilitated by hosq foundation this panel brings together leading cultural professionals to discuss how art management is evolving in Armenia today. It examines how institutions, independent initiatives, and educational programs respond to new artistic and social conditions.

The conversation is part of hosq's ongoing research on the future of arts education and aims to identify opportunities for shared learning, collaboration, and sustainable development across the sector.

* Panel language — Armenian, with simultaneous interpretation available in English.

Panelists

Re-thinking Art Management: Institutions & Independents

Armen Yesayants

Panelist

Cafesjian Center for the Arts

Director of Exhibitions

18:00 – 19:30

ASA «B2A»
Business to Arts Awards
& Closing Ceremony

Celebrating private investment in culture

Join us for an inspiring evening of entertainment as we honor outstanding private sector contributions that drive cultural development, preservation, and future creativity. And the Closing Ceremony with a vibrant program featuring music, innovative art installations, curated cocktails, and the B2A Awards - recognizing exceptional businesses across following

FOUR KEY NOMINATION CATEGORIES

Empowering the Voice of Art

Recognises businesses that consistently support cultural events and community projects. The award focuses on those who sponsor music festivals, art exhibitions, and cultural heritage projects, promoting cultural vitality and community engagement.

Culture - Business Harmonious Cooperation

Celebrates businesses that promote cultural initiatives and integrate them in their core mission and activities.

Guardian of Cultural Heritage

Celebrates businesses dedicated to preserving cultural heritage. The award focuses on those who sponsor heritage conservation projects, support historical exhibitions, and promote the appreciation of cultural history.

Integrating Art into Non-Creative Environments

This nomination recognises businesses that integrate art into corporate environments. The award highlights companies that commission public art installations, sponsor workplace art programs, and create spaces where art and business intersect creatively.