Southbank Centre and TikTok launch 'Crescendo': a new accelerator programme to discover the next generation of classical music talent

Violinist and TikTok star Esther Abrami joins judging panel to select 10 standout UK based creators for the Crescendo cohort

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.

Applications are open until Thursday 30 October 2025, with ten successful creators set to join the first-ever Crescendo cohort.

Crescendo represents a first-of-its-kind partnership between the UK’s largest arts centre and one of the world’s most influential digital platforms. The Southbank Centre is known for its commitment to a diverse classical programme for 21st century audiences, while TikTok has become a major hub for music discovery, with classical tracks and creators gaining millions of views from curious new audiences. Together, the two organisations will provide up to ten successful creators with a comprehensive programme of mentorship, resources and visibility.

A panel of industry experts – celebrated violinist Esther Abrami (@estherabrami), cellist and politician Baroness Thangam Debonnaire, the Southbank Centre’s Head of Classical Music Toks Dada and TikTok’s Head of Music Partnerships, UK & Ireland, Toyin Mustapha – will review applications before inviting a cohort of 10 successful creators to a celebratory event in January 2026, where they have the opportunity to connect with fellow participants.

The Crescendo cohort of content creators will gain:

• Free access to Southbank Centre performances and rehearsals
• Exclusive behind-the-scenes content opportunities with the Southbank Centre’s Resident Artists and Orchestras
• Bespoke mentorship and platform training from TikTok on growing and engaging audiences
• Collaboration opportunities with TikTok and Southbank Centre digital teams
• Long-term involvement through the Southbank Centre’s Ambassador Scheme

Participants will also receive hands-on support to develop and grow their content, as well as connect with leading figures in both the classical music and creator spaces.