TikTok and London’s Southbank Centre have announced Crescendo, a new accelerator program that aims to discover the next generation of classical music talent.

The program will support and elevate a select cohort of 10 U.K.-based creators passionate about classical music who are already making content about the genre on TikTok. The application to be part of Crescendo is now live here through Oct. 30.

The launch of Crescendo was celebrated on Tuesday morning at the Southbank Centre with a special performance from violinist and TikTok creator Esther Abrami (pictured above), who is on the panel of experts that will be selecting the inaugural cohort. Cellist and politician Baroness Thangam Debonnaire, the Southbank Centre’s head of classical music Toks Dada and Toyin Mustapha, TikTok’s head

See Full Page