TikTok just launched a programme to spotlight the next wave of classical music creators. Here’s everything you need to know.

TikTok is stepping into the world of classical music with the launch of Crescendo, a new talent accelerator designed to nurture the next generation of creators. Developed in partnership with London’s Southbank Centre, the initiative aims to spotlight musicians and content creators who are reimagining classical music for digital audiences.

The programme is open to UK-based TikTok users who are already making classical content on the platform. That could be anything from virtuoso performances and inventive remixes to original compositions or fresh takes from passionate fans. From the pool of applicants, ten creators will be chosen for the first Crescendo cohort, giving them access to mentorship, resources, and unique opportunities to grow their artistry and audience.

Those selected will be invited behind the scenes at Southbank Centre, with access to performances, rehearsals, and interactions with resident orchestras and artists. They will also take part in workshops and training sessions led by TikTok and Southbank Centre’s digital teams, focused on building audiences and creating impactful content that travels. Beyond the programme itself, participants will be offered a pathway into the Southbank Centre Ambassador Scheme, extending their involvement beyond the initial accelerator.

TikTok reports that posts tagged #classicalmusic have increased by almost 60% in the past year, indicating a new wave of listeners and creators engaging with the genre on social platforms. For both TikTok and Southbank Centre, Crescendo is about capturing that momentum, broadening access, and challenging old perceptions of classical music as distant or exclusive. Instead, the initiative seeks to show how centuries-old traditions can thrive in the fast-moving, community-driven spaces of digital culture.

Applications are open now and will close on October 30, 2025. The first cohort will be announced later this year, with the programme officially beginning in early 2026.

Distribute your music for FREE with RouteNote!