TikTok has partnered with London’s Southbank Centre to launch an accelerator program for classical music content creators.
The move marks TikTok’s latest push into cultural programs as it seeks to expand beyond its short-form video entertainment origins.
The initiative, called Crescendo, will pick 10 UK-based creators who are already producing classical music content on TikTok. Applications opened yesterday (September 30) and are set to close on October 30, with selected participants invited to a celebratory event in January 2026.
The six-month program, running from January through June 2026, offers creators access to performances at the Southbank Centre, a multi-arts venue in London, along with training from TikTok on building audiences and engagement strategies.
Participants will also receive behind-the-scenes content opportunities with resident orchestras and long-term involvement through an ambassador program.
Toyin Mustapha, TikTok’s Head of Music Partnerships, UK & Ireland, said TikTok has become a discovery engine for music across genres. “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.”
“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.”
Toyin Mustapha, TikTok
“As a celebration of British arts and culture, Crescendo will showcase the incredible talent and creativity emerging from TikTok creators across the UK.”
The launch of the program comes amid increasing consumption of classical music on TikTok. Posts tagged with #ClassicalMusic on TikTok have grown 60% over the past year, reaching nearly one million entries, according to TikTok data. The increase suggests the genre is gaining traction with the platform’s younger user base.
The Crescendo program is targeting performing musicians, composers, DJs who sample classical works, as well as “superfans from non-traditional backgrounds.”
A four-person judging panel will review applications. The group includes violinist Esther Abrami, who has over 450,000 followers on TikTok; Baroness Thangam Debonnaire, a cellist and politician; Toks Dada, head of classical music at the Southbank Centre; and Mustapha from TikTok.
Abrami 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.”
“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.”
Esther Abrami, Violinist
Dada added: “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.”
Selected creators will gain free access to performances and rehearsals at the Southbank Centre, which hosts six resident orchestras including the London Philharmonic Orchestra, Aurora Orchestra, Chineke! Orchestra, London Sinfonietta, Orchestra of the Age of Enlightenment and Philharmonia Orchestra.
The program represents TikTok’s continued efforts to expand beyond its popular video-sharing platform. In August, the company launched a global music competition, called “Music On Stage ’25”, targeting emerging artists and music creators on TikTok LIVE.
“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.”
Toks Dada, Southbank Centre
Global winners will receive production support, publishing and promotional backing from SoundOn, TikTok’s music distribution platform launched in 2022. SoundOn has since expanded to more markets, including, most recently, Germany. The German rollout last month came as SoundOn has seen over 1.1 million artist registrations since its launch.
In other classical music-related news, TikTok has also partnered with Poland’s Chopin Institute for the 19th International Chopin Piano Competition, described as “one of the oldest and most respected piano competitions in the world”.
As part of the partnership, full auditions, including the finals and the winners’ gala are available on TikTok LIVE to a global audience.
Through the #chopin2025 in-app hub containing information about both the competition and Chopin’s legacy, the unique #ChopinChallenge on TikTok LIVE and in-app promotional activities, TikTok will create an important touchpoint for the global community of current and future fans of Chopin’s music.
“Chopin’s music has inspired people across the generations for more than two centuries,” said Dr. Aleksander Laskowski, the press spokesman for the Fryderyk Chopin Institute. “Our partnership with TikTok gives us an opportunity to share this incredible musical tradition on a platform where millions already discover music and culture every day. We hope this will inspire new audiences to explore Chopin’s works, and appreciate the incredible talent of pianists from around the world.”
According to TikTok, partnering with the Chopin Competition is “another step in TikTok’s mission to bring people closer to the world’s most exciting cultural moments”.
The company cites Ipsos research that shows 40% of TikTok users in Poland discover new music on the platform, and one in ten has gone to a concert of an artist they first found on TikTok.
On TikTok, a large community of users is already sharing their musical talent. Under the hashtag #pianomusic there are 200,000 posts about playing the piano with billions of views altogether. The TikTok community also draws inspiration from Chopin’s work – the hashtag #chopin has so far generated over 40,000 posts on the platform.
“With the Fryderyk Chopin Institute we’re proving that classical values and modern formats can complement each other, making culture easier to discover and enjoy for everyone.”
Charlotte Stahl
Charlotte Stahl, Head of artist and label partnerships for Europe, said: “TikTok is a place where over 200 million people in Europe, and over a billion worldwide can discover new passions and share cultural heritage.
“We’re proud to partner with the Chopin Competition, an event that not only honors Chopin’s legacy but also celebrates the exceptional talent of pianists from all over the world. With the Fryderyk Chopin Institute we’re proving that classical values and modern formats can complement each other, making culture easier to discover and enjoy for everyone.”Music Business Worldwide
