Southbank Centre and TikTok launch Crescendo to spotlight new classical talent
The Southbank Centre and TikTok have launched Crescendo, a new six-month accelerator programme designed to discover and support the next generation of classical music creators in the UK. Running from January to June 2026, the initiative aims to broaden the reach of classical music by helping digital creators share their passion for the genre in creative and accessible ways.
The programme marks a first-of-its-kind partnership between the UK’s largest arts centre and one of the world’s leading digital platforms, reflecting the rapid growth of classical music on TikTok – where posts under the #ClassicalMusic hashtag have risen by 60% in the past year. The collaboration aims to showcase classical music’s relevance to digital-first audiences and encourage creators from all backgrounds to explore the genre in new ways.
Applications are open until 31 October 2025 for UK-based TikTok creators already producing classical music content. Ten successful applicants will form the first Crescendo cohort, receiving mentorship, training and creative opportunities through the Southbank Centre and TikTok.
The programme welcomes applications from a wide range of creators – from instrumentalists and composers to DJs, historians and concert-goers – who are passionate about exploring and celebrating classical music online. Whether sharing facts about composers, remixing orchestral works or bringing humour to the concert hall, applicants are encouraged to show how they connect audiences with the art form.
A panel of experts including violinist and TikTok star 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 UK & Ireland Toyin Mustapha will select the final 10 creators, who will be announced at a launch event in January 2026.
Participants will gain exclusive access to Southbank Centre concerts and rehearsals, behind-the-scenes filming opportunities with resident orchestras, one-to-one advice from TikTok on audience growth, and collaboration opportunities with both organisations’ digital teams. They will also enjoy long-term involvement through the Southbank Centre’s Ambassador Scheme.
Creators can apply by posting a classical music-related TikTok tagged @southbank.centre and #SouthbankCrescendo and completing an online form at southbankcentre.co.uk/crescendo
