Charity Southbank Centre and TikTok announced the launch of Crescendo, a new accelerator program aimed at elevating emerging classical music content creators in the UK. The initiative seeks to connect classical music with digital-first audiences as engagement with the genre grows substantially on social platforms.

Applications remain open until the end of October 2025 for UK-based creators already producing classical music content on TikTok. Ten successful applicants will form the inaugural cohort.

The program launches as classical music engagement surges on TikTok, with nearly one million posts under the #ClassicalMusic hashtag – a 60% increase over the past 12 months. The partnership aims to build on this digital momentum to broaden classical music’s appeal.

“TikTok is where new audiences discover and fall in love with music of every genre, and classical is no exception,” Toyin Mustapha, TikTok’s Head of Music Partnerships for UK and Ireland, said in a press release. “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.”

Industry Expert Panel and Program Benefits

A panel of industry experts will review applications, including celebrated violinist and TikTok creator Esther Abrami, cellist and politician Baroness Thangam Debbonaire, the Southbank Centre’s Head of Classical Music Toks Dada, and TikTok’s Head of Music Partnerships Toyin Mustapha.

Selected creators receive:

• Free access to Southbank Centre performances and rehearsals
• Exclusive behind-the-scenes content opportunities with resident artists and orchestras
• Bespoke mentorship and platform training from TikTok
• Collaboration opportunities with both organizations’ digital teams
• Long-term involvement through the Southbank Centre’s Ambassador Scheme

Expanding Classical Music Engagement Beyond Traditional Venues

Toks Dada, Southbank Centre’s Head of Classical Music, emphasized the importance of meeting audiences in digital spaces: “Meeting people where they are, in this digital age, is an important part of connecting with the audiences of the future. Together with TikTok, we’re excited by the opportunity to work with the next wave of content creators to shine a light on this incredible art form and demystify classical music.”

The program welcomes diverse classical music voices, from virtuoso performers and bedroom composers to remixing DJs and superfans from non-traditional backgrounds.

This partnership marks the first collaboration between the UK’s largest arts center and one of the world’s most influential digital platforms, both of which aim to expand the reach of classical music through innovative digital approaches.

Successful applicants will be invited to a celebratory event in January 2026. Additional information and application details are available here.

Checkout Our Latest Podcast