Tiktok And the London Southbank Center has announced Crescendo, a new accelerator program aimed at discovering the next generation of classical music talent.
The program will support and raise a selected cohort of 10 British based creators who are passionate about classical music that already make content about the genre on Tiktok. The application to be part of Crescendo is Lives here now Until October 30.
The launch of Crescendo was celebrated on Tuesday morning at the Southbank Center with a special performance from the violinist and Tiktok creator Esther Abrami (pictured above), who is on the panel with experts who will choose the first cohort. Cellist and politician Baroness Thangam Debonnaire, Southbank Center’s director of classical music Toks Dada and Toyin Mustapha, Tiktok’s head of music partnership for the UK and Ireland, will also review applications.
“With almost a million Tiktok posts under the #Classical Music hashtag, which has increased by 60% on TikTOK over the past 12 months, the genre goes in addition to the concert hall and finds a powerful new life online,” says a press release. “Whether they are virtuoso artists, bedroom composers, remix DJs or superfans from non-traditional backgrounds, the program is looking for fresh and various voices ready to unlock classical music for the 21st century.”
The 10 selected creators will be invited to an event in January where they have the opportunity to get in touch with each other. In addition, the cohort will be given free access to Southbank Center concerts and repetitions, exclusive content affairs behind the scenes with Southbank Center’s resident artists and orchestras, tailor-made mentorship and platform training from TikTok on growing and engaging audiences, collaborative opportunities with Tiktok and Southbank Center City Center and SOUTTOK AND SOUTTOK AND SOUTTOK AND SOFTOM AND SOFTOM CENTER CENTER CENTER CENTER CENTER DIGITAL TEAM AND SOFTO CENTER ENTRY CENTER ENTRY CONTROK AND SOPING THE ENTRO CENTERS CONTACTING MOSTERS. Southbank center.
“There is a phrase that I heard so many times when I studied classical music, which is“ young people do not like classical music. “But then I thought,“ Wait, I’m young. “It is music that gives you chills, it is music that is so powerful and I thought, it is not fair that not everyone actually experiences it.”
Added Mustapha: “I think traditionally with classical music it may have felt that it is not relevant to some people because they think everyone who plays it or composes it is dead. As a platform is what Tiktok can do for them.
