TikTok Announces Crescendo, a Program for Supporting Classical Music Talent

Following considerable growth of classical music content on the platform, TikTok has launched Crescendo, an accelerator program aimed at supporting classical music creators. London’s Southbank Centre, the UK's largest arts centre, is a partner on the new program.

Crescendo:

• TikTok claims nearly one million posts have been made with the tag #ClassicalMusic.

• This is a 60% increase over the last year.

• 10 UK-based creators making classical music content will be selected for the program. Apply here through October 30.

• The reviewers for the applications include violinist and TikTok creator Esther Abrami, Cellist and politician Baroness Thangam Debonnaire, the Southbank Centre’s head of classical music Toks Dada, and Toyin Mustapha, TikTok’s head of music partnerships for the UK and Ireland.

• The 10 creators will receive various benefits, including free access to Southbank Centre events and rehearsals, training from TikTok on platform growth, and exclusive content creation opportunities with the Southbank Centre’s Resident Artists and Orchestras.

What they said:

• Mustapha: “I think traditionally with classical music, it might have felt like it’s not something that’s relevant to some people because they think that everyone who plays it or composes it is dead. As a platform, what TikTok is able to do is open up new audiences … it’s a way for people to be able to relate to something that they might otherwise feel is not relatable to them.”