When we set out to bring Greg Enriquez to Armenia this summer, we understood it as more than an event. A retreat in the hills of Lori and a masterclass in Yerevan are, in the end, an act of investment — in Armenian voices, in the people who carry them, and in the teachers who will go on to shape the next generation.
An investment like that is best made in good company. We are proud to pursue it alongside the Armenian General Benevolent Union (AGBU) — an institution that has spent well over a century doing precisely this work: believing in Armenian talent, and building the structures that allow it to flourish.
A century of stewardship
Founded in 1906, AGBU is the largest non-profit Armenian organization in the world. In 2026 it marks its 120th anniversary — twelve decades of educational, cultural, humanitarian, and socioeconomic work spanning a global network that reaches Armenians on nearly every continent.
Its mission rests on four pillars — education, culture, humanitarian relief, and socioeconomic development — and a single, durable conviction: that a strong homeland and a connected global community are not inherited, but built deliberately, generation by generation. Few organizations anywhere have sustained that kind of purpose for so long, or carried it across so many borders.
For Profty, partnership with an institution of this depth is not incidental. It is a statement of the standard we hold ourselves to.
A shared belief: talent deserves formation
What drew us to AGBU is not only its scale, but its philosophy — one we recognize as our own.
Through its Arts Department, AGBU has long worked to develop rising Armenian talent: opening doors to renowned stages, funding performing arts scholarships, and creating fellowships that pair emerging artists with mentorship and opportunity. It has lent its support to the institutions that hold Armenian culture in trust — among them the Armenian National Philharmonic Orchestra — and it has made a practice of joining forces with world-class organizations so that Armenian gifts reach audiences far beyond the homeland.
That is the heart of the alignment. Both of us begin from the same premise: raw talent is a beginning, not a destination.A gift needs formation. A voice needs a teacher, a lineage, and a tradition to be drawn into. AGBU has spent 120 years building the conditions in which Armenian artistry can be cultivated rather than left to chance — and the cultivation of the voice, one of the most ancient instruments in Armenian culture, belongs squarely within that work.
Where AGBU brings a century of cultural stewardship and an unmatched understanding of the Armenian world, Profty brings the pedagogy: a rigorous, lineage-based approach to vocal formation, and in Greg Enriquez, a Master Teacher whose ear has shaped some of the most celebrated voices in contemporary music. Two different forms of expertise, pointed at the same goal.
What the partnership makes possible
The most immediate expression of that shared purpose is what arrives in Armenia this August.
For one week, singers and teachers will have the chance to study at the highest level — without leaving the homeland. A seven-day singing retreat in Lori offers deep, immersive formation for a small group of artists. A one-day masterclass in Yerevan, The Bridge, opens the door wider, inviting singers and voice teachers into a single day of live coaching with a master.
The significance is not only in the teaching, but in the access. For too long, world-class vocal training has meant leaving Armenia to find it. This partnership begins to change that equation — bringing the standard home, and letting Armenian voices meet it on their own ground. AGBU's reach and rootedness, joined to Profty's craft, make that possible in a way neither could achieve alone.
A long-term direction
We do not think of this as a single summer.
The vision we share with AGBU is longer than any one event: a sustained pathway of formation for Armenian voices, and for the teachers who train them. A future in which Armenia is not only a place artists come from, but a place where world-class artistry is cultivated, certified, and sent back out into the world — a homeland that exports not just talent, but trained, finished artists.
That is the direction we are building toward — patiently, and in partnership. AGBU's century-long commitment to a strong homeland and a connected global community is the soil this grows in. Our commitment is to the craft itself: to the slow, demanding, deeply rewarding work of turning a voice into an instrument, and a singer into an artist.
It is a natural meeting of purposes. And it is, in the truest sense, where craft becomes art.
Profty develops singing artists and certifies voice teachers worldwide, led by Master Teachers Greg Enriquez and Rhonda Carlson. To learn more about the 2026 Armenia tour — the Singing Retreat in Lori and The Bridge masterclass in Yerevan — visit profty.com.
To learn more about the Armenian General Benevolent Union and its global work across education, culture, humanitarian relief, and socioeconomic development, visit agbu.org.
An investment like that is best made in good company. We are proud to pursue it alongside the Armenian General Benevolent Union (AGBU) — an institution that has spent well over a century doing precisely this work: believing in Armenian talent, and building the structures that allow it to flourish.
A century of stewardship
Founded in 1906, AGBU is the largest non-profit Armenian organization in the world. In 2026 it marks its 120th anniversary — twelve decades of educational, cultural, humanitarian, and socioeconomic work spanning a global network that reaches Armenians on nearly every continent.
Its mission rests on four pillars — education, culture, humanitarian relief, and socioeconomic development — and a single, durable conviction: that a strong homeland and a connected global community are not inherited, but built deliberately, generation by generation. Few organizations anywhere have sustained that kind of purpose for so long, or carried it across so many borders.
For Profty, partnership with an institution of this depth is not incidental. It is a statement of the standard we hold ourselves to.
A shared belief: talent deserves formation
What drew us to AGBU is not only its scale, but its philosophy — one we recognize as our own.
Through its Arts Department, AGBU has long worked to develop rising Armenian talent: opening doors to renowned stages, funding performing arts scholarships, and creating fellowships that pair emerging artists with mentorship and opportunity. It has lent its support to the institutions that hold Armenian culture in trust — among them the Armenian National Philharmonic Orchestra — and it has made a practice of joining forces with world-class organizations so that Armenian gifts reach audiences far beyond the homeland.
That is the heart of the alignment. Both of us begin from the same premise: raw talent is a beginning, not a destination.A gift needs formation. A voice needs a teacher, a lineage, and a tradition to be drawn into. AGBU has spent 120 years building the conditions in which Armenian artistry can be cultivated rather than left to chance — and the cultivation of the voice, one of the most ancient instruments in Armenian culture, belongs squarely within that work.
Where AGBU brings a century of cultural stewardship and an unmatched understanding of the Armenian world, Profty brings the pedagogy: a rigorous, lineage-based approach to vocal formation, and in Greg Enriquez, a Master Teacher whose ear has shaped some of the most celebrated voices in contemporary music. Two different forms of expertise, pointed at the same goal.
What the partnership makes possible
The most immediate expression of that shared purpose is what arrives in Armenia this August.
For one week, singers and teachers will have the chance to study at the highest level — without leaving the homeland. A seven-day singing retreat in Lori offers deep, immersive formation for a small group of artists. A one-day masterclass in Yerevan, The Bridge, opens the door wider, inviting singers and voice teachers into a single day of live coaching with a master.
The significance is not only in the teaching, but in the access. For too long, world-class vocal training has meant leaving Armenia to find it. This partnership begins to change that equation — bringing the standard home, and letting Armenian voices meet it on their own ground. AGBU's reach and rootedness, joined to Profty's craft, make that possible in a way neither could achieve alone.
A long-term direction
We do not think of this as a single summer.
The vision we share with AGBU is longer than any one event: a sustained pathway of formation for Armenian voices, and for the teachers who train them. A future in which Armenia is not only a place artists come from, but a place where world-class artistry is cultivated, certified, and sent back out into the world — a homeland that exports not just talent, but trained, finished artists.
That is the direction we are building toward — patiently, and in partnership. AGBU's century-long commitment to a strong homeland and a connected global community is the soil this grows in. Our commitment is to the craft itself: to the slow, demanding, deeply rewarding work of turning a voice into an instrument, and a singer into an artist.
It is a natural meeting of purposes. And it is, in the truest sense, where craft becomes art.
Profty develops singing artists and certifies voice teachers worldwide, led by Master Teachers Greg Enriquez and Rhonda Carlson. To learn more about the 2026 Armenia tour — the Singing Retreat in Lori and The Bridge masterclass in Yerevan — visit profty.com.
To learn more about the Armenian General Benevolent Union and its global work across education, culture, humanitarian relief, and socioeconomic development, visit agbu.org.
