Tiktok launches crescendo to discover the talent of classical music

Tiktok and Southbank Center in London announced Crescendo, a new accelerator program that aims to discover the next generation of classical musical talents.

The program will support and raise a selected cohort of 10 creators based in the United Kingdom passionate about classical music which already makes content on the genre on Tiktok. The request to be part of crescendo is now live here until October 30.

The launch of Crescendo was celebrated on Tuesday morning at the Southbank Center with a special performance of the violinist and creator of Tiktok, Esther Abrami (photo above), which is part of the panel of experts who will select the inaugural cohort. Baroness Thégam Debonnaire’s cellist and politician, head of classical music of the Southbank Center Dada and Toyin Mustapha, head of Tiktok’s musical partnerships for the United Kingdom and Ireland, will also examine the applications.

“With nearly a million Tiktok messages under the hashtag #classicalMusic, which has increased by 60% on Tiktok in the last 12 months, the genre exceeds the concert hall and finds a new online life,” said a press release. “Whether they are virtuoso artists, bedroom composers, remixing DJs or non -traditional backgrounds, the program is looking for fresh and various voices ready to unlock classical music for the 21st century public.”

The 10 selected creators will be invited to an event in January where they will have the opportunity to connect with each other. In addition, the cohort will have free access to the Southbank Center concerts and rehearsals, exclusive behind-the-scenes content with resident artists and orchestras of the SouthBank Center, Tiktok’s tailor-tailor-tailor-made platform opportunities on increasing and engaging audiences, collaboration opportunities with the Tiktok and the Southbital Digital Teams and The long -term program.

“There is a sentence that I have heard so many times when I studied classical music, which is” young people do not like classical music “. But I thought, “Wait, I’m young. “It’s music that gives you chills, it’s music that is so powerful and I thought it’s not just that not everyone knows this.”

Addition of Mustapha: “I think that traditionally with classical music, it might have the impression that it is not something that is relevant for some people because they think that all those who play it are dead. As a platform, what Tiktok is capable of doing is opening new audiences … It is a way for people to be able to relate to something that,”