TikTok Launches Crescendo, Accelerator Program to Discover Classical Music Talent, in Partnership With London’s Southbank Centre

A new accelerator program named Crescendo, dedicated to discovering and nurturing the United Kingdom's rising classical music creators, has been launched through a partnership between TikTok and London's esteemed Southbank Centre. The initiative will choose ten individuals based in the U.K. who are already actively sharing classical music on the social platform. The application window for aspiring participants remains open until October 30.

The program was unveiled at an event that featured a performance by violinist and TikTok creator Esther Abrami. She will also serve on the expert selection panel, which includes cellist and parliamentarian Baroness Thangam Debonnaire, the Southbank Centre’s Head of Classical Music Toks Dada, and Toyin Mustapha, TikTok's Head of Music Partnerships for the U.K. and Ireland. The Southbank Centre, a landmark arts complex on the River Thames, is famous for its non-stop festival programming and is the home of acclaimed ensembles like the London Philharmonic Orchestra and the London Sinfonietta.

This collaboration arrives as classical music experiences a remarkable digital resurgence. Over the past year, content using the hashtag #ClassicalMusic has seen a 60% increase in volume, approaching a cumulative total of one million posts. Crescendo aims to foster a diverse range of talent, from traditional instrumentalists and composers to DJs who reimagine classical pieces and advocates from non-traditional backgrounds, all of whom are helping to drive the genre's contemporary renewal. This online wave is successfully breaking down long-standing barriers, enabling the art form to connect with international listeners far beyond the walls of traditional concert halls.

The ten selected creators will be invited to a dedicated networking event this January. They will be granted a full suite of benefits, such as complimentary tickets to Southbank Centre concerts and rehearsals, exclusive behind-the-scenes access to its resident artists and orchestras, and personalized mentorship. Further backing includes specialized training from TikTok on audience growth and engagement, collaborative opportunities with the digital teams of both partner organizations, and continued involvement via the Southbank Centre’s Ambassador Scheme.

At the launch, Esther Abrami challenged a common misconception, remarking, "Throughout my training, I often heard that 'young people do not like classical music.' But I am young and I love it. This is music that gives you chills—it is incredibly powerful, and it is a shame that not everyone gets to feel that." Toyin Mustapha of TikTok emphasized that the platform's strength lies in making historically formal genres feel intimate and accessible to new audiences. Dr. Alistair Finch, an arts policy specialist, added his perspective: "Programs like Crescendo are vital for the cultural landscape; they echo the democratizing influence that radio and recorded music once had, helping to ensure classical music continues to evolve and thrive for future generations."