Crescendo: Southbank Centre and TikTok Launch Accelerator for Next-Gen Classical Music Creators

Esther Abrami, violinist and content creator, said: “Bridging the worlds of classical music and digital storytelling has shown me how powerful platforms like TikTok can be in connecting new audiences with the artform. Crescendo is an opportunity to give artists, creators and musicians greater access to the arts through the Southbank Centre, while celebrating the creativity that makes classical music vibrant, relevant and inspiring today.”

Toks Dada, the Southbank Centre’s Head of Classical Music, said: “At the Southbank Centre, sharing classical music with the widest possible audience is at the heart of what we do. We are proud to be a place where both established and new audiences come to discover and experience, live in person, the wonder of classical music in a variety of different ways – from a theatrically-staged 17th-century ‘alehouse’ experience, to Multitudes: our new multi-arts festival powered by orchestral music.

Meeting people where they are, in this digital age, is an important part of connecting with the audiences of the future. That is why, together with TikTok, as a major digital hub for music discovery, we’re excited by the opportunity to work with the next wave of content creators to shine a light on this incredible artform and demystify classical music, helping to take it to a modern-day audience.”

Toyin Mustapha, TikTok’s Head of Music Partnerships, UK & Ireland, said: “TikTok is where new audiences discover and fall in love with music of every genre, and classical is no exception. Through our partnership with the Southbank Centre and the launch of Crescendo, we’re giving creators the tools and platform to showcase classical music in ways that feel fresh, relatable and exciting, helping the artform reach fans who may be hearing it for the very first time. As a celebration of British arts and culture, Crescendo will showcase the incredible talent and creativity emerging from TikTok creators across the UK.”