Gevorg Mnatsakanyan (BAEC ’18) was born in Yerevan, Armenia. The son of a diplomat, Gevorg had the opportunity to live in different European countries, gaining a rich multicultural and multi-linguistic background. Upon completing his mandatory military service, he applied and was accepted to both Columbia University in New York City and the American University of Armenia (AUA). After careful consideration, Gevorg decided to pursue higher education at AUA, where he later received consecutive academic scholarships. With an affinity for writing and editing, Gevorg has contributed to multiple organizations and magazines, including the Armenian General Benevolent Union (AGBU), EVN Report, and Eurasianet, based at Columbia University’s Harriman Institute, among others. Currently, he serves as chief operating officer at Triple A Audio, a music software company in Yerevan, and is an advisor to the rector at Yerevan Komitas State Conservatory.
Passionate about the field of humanities and social sciences, Gevorg elected to major in English and communications at AUA, a decision which allowed him to dive deeper into languages and literature while acquiring analytical and communication skills crucial to his daily work.
“AUA is a fantastic institution, and I am eternally grateful for the quality education I received here,” Gevorg said. “Everything from the availability of resources to the special bond you create with professors is unlike anything I had experienced before. I am lucky to have studied here and I would not be where I am today without it. I also met my wife at AUA and made lasting friendships with my peers and instructors, which I value above all else.”
In 2022, Gevorg met an American music producer based in Tbilisi, Georgia. This encounter sparked the idea for Triple A Audio, a music software company that reproduces the sound of musical instruments and is primarily used by composers to create soundtracks for TV, film, and video games. The company also offers remote recording services, enabling composers to record their pieces performed live by professional musicians in Armenia. The mission of Triple A Audio is to empower the musical talent in Armenia, which has big potential but limited resources for growth. Through the company, Gevorg hopes to elevate the image of the country by providing additional support to Armenian musicians and propelling their names to international recognition.
In addition to empowering Armenian talent, Gevorg has embarked on an impactful journey through his company to preserve cultural heritage by recording and making available to composers and music producers worldwide historical instruments like the Armenian kanun.
“We launched with a unique and distinctly Armenian instrument, which was very symbolic. Our plan is to introduce a series of other Armenian and regional folk instruments with the hope to also make a difference in the lives of artisans who create these instruments. In some cases, it’s a dying craft and a crucial part of our culture that should be preserved,” noted Gevorg.
Revolutionizing the musical industry of Armenia is a challenging task if done without support. Gevorg is eternally grateful to AGBU for connecting him with Serj Tankian, lead vocalist of the Armenian alternative metal band System of a Down, who believed in the company mission and chose to invest.
As with any newly launched company, Triple A Audio also faces challenges, primarily with quality recording studios and community buy-in. The concept of virtual instruments and remote recordings are relatively novel for many professionals in the music industry. Nonetheless, Gevorg has enjoyed the support of many organizations, such as Creative Armenia and AGBU, who believed in the company’s mission and provided their support. In search of new partnerships and investments, Gevorg looks forward to showcasing Armenia’s musical talent and helping Armenia gain international recognition in a new light.
Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate and graduate degree and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.