The dialogue between free sound and strict calculation: Wilco enters jazz

Jazz is often described as freedom, yet inside it is built on strict discipline. The same duality exists in business, especially where long-term capital management is concerned.

It is at this intersection that the partnership between Wilco Wealth Management Company and the Ulikhanian Jazz Club was formed.
    
Wilco often defines its role as a “co-pilot” – a partner for those who think not only about today, but also about decades ahead.

“Building a sustainable future for capital also requires nurturing the environment in which it exists,” said Olga Omelchenko, the company’s deputy CEO.

In recent weeks, not only the program but also the sound at the Ulikhanian Jazz Club has evolved. The venue has upgraded its speakers and begun improving the hall’s acoustics.

Concerts featuring international musicians have been organized to foster exchange and build new connections. According to the club’s director, Vardan Ulikhanyan, the technical upgrade had long been postponed due to financial constraints.

“The piano came from our home, the drums were brought by our drummer, and the equipment we had could no longer ensure proper quality,” he admitted.

According to him, business involvement is a practical necessity.

“Cultural institutions like this simply cannot develop on their own,” Vardan Ulikhanyan said.

Wilco underscores that its role is to provide support, with no interference in the creative process.

“Creative freedom and the choice of artists remain exclusively the club’s prerogative,” Olga Omelchenko emphasized. 

The partnership is grounded in a convergence of values. The company notes that their approach to wealth management – long-term planning and flexible decisions – is comparable to jazz thinking.

“Jazz is a form of music where mastery goes hand in hand with the ability to improvise. These values resonate strongly with us,” she noted.

The Ulikhanian Jazz Club has functioned as a community platform since its founding, bringing together both experienced and emerging musicians. Over time, it has fostered an environment where young performers can share the stage with professionals.

“We were simply creating what we wanted, together,” said Vardan Ulikhanyan, noting that a stable musical community has taken shape over the years.

The club is already hosting concerts with Wilco’s support. In addition, regular meetings with jazz musicians are planned to address sector challenges and explore solutions. The first such meeting is scheduled for April 30 – International Jazz Day.

The collaboration also has informal aspects. A new cocktail inspired by the New Orleans Sazerac has been created and is already on the menu, reflecting how different cultural layers intersect within the same space.

The importance of such cooperation is also driven by the problems in the field. Jazz life in Armenia remains largely concentrated in Yerevan, while regions lack the necessary infrastructure.

“There is a need for halls – even in large cities – to be equipped with professional technical equipment and high-quality instruments,” noted Vardan Ulikhanyan.

He added that audience size is another constraint in the regions, leading organizers to prioritize other genres. As a result, visits by international musicians are often limited to one or two concerts in Yerevan.

In these circumstances, the club emphasizes the development of festivals and the creation of new events in the regions to build an audience base.

Another issue is audience perception. According to Vardan Ulikhanyan, jazz in Armenia is often treated as background or “fashionable” music, which does not reflect its essence.

“Live music holds an intangible depth – the musician senses the breath and mood of every person in the hall. I am convinced that once the audience ‘catches’ this magic and becomes part of it, they will be drawn into jazz,” he said.

Ulikhanyan also stressed that audience behavior directly influences the course and energy of a performance.

For Wilco, such initiatives are also a way to express their values.

“Such partnerships allow us to demonstrate our values through action and be engaged with the community,” said Olga Omelchenko.

According to her, supporting culture also contributes to the perception of the brand as a long-term thinking partner. Ultimately, the key indicator of success will be the sustainable development of Armenia’s jazz community.

Culture-business cooperation in Armenia is still evolving. As Vardan Ulikhanyan noted, while charitable models are relatively developed, systematic business engagement remains limited.

In this context, such collaborations represent an effort to shape a new model – one in which business participation moves beyond sponsorship toward sustained, long-term partnership.

Astghik Hovhannesov