The Southbank Centre (@southbank.centre) and TikTok have today announced the launch of Crescendo, a pioneering new accelerator programme aimed at spotlighting emerging classical music content creators in the UK, bringing the genre to new, digital-first audiences.
Designed to support and elevate creators who are passionate about classical music, Crescendo is now open for applications from UK-based content creators who are already producing exciting work on TikTok. With nearly a million TikTok posts under the #ClassicalMusic hashtag, which has increased by 60% on TikTok over the past 12 months, the genre is stepping beyond the concert hall and finding powerful new life online. Whether they’re virtuoso performers, bedroom composers, remixing DJs, or superfans from non-traditional backgrounds, the programme is seeking fresh and diverse voices ready to unlock classical music for 21st century audiences.