The Southbank Centre (@southbank.centre) and TikTok have today announced the launch of Crescendo, a first-of-its-kind partnership between the UK’s largest arts centre and one of the world’s most influential digital platforms, aimed at spotlighting emerging classical music content creators in the UK.

The accelerator programme comes at a time when younger audiences are calling for change. New research shows that an overwhelming majority of young Brits (83%) believe classical music could be more exciting if it were modernised. Crescendo aims to bring fresh, diverse voices to the genre and meet audiences where they already are: online.

Despite its deep cultural roots, classical music is facing the challenge of staying relevant in a digital age as a third of young people (33%) still associate it with older generations and a similar percentage (35%) feel the genre can be ‘exclusive and unwelcoming’.

At the same time, there’s enormous potential for the genre. Over a third (36%) say they appreciate the genre, even if they don’t listen to it. Crescendo is designed to bridge the gap, combining classical creativity with digital storytelling to reframe it for the younger generation.

Designed to support and elevate those 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. Together, TikTok and Southbank Centre will provide ten successful creators with a comprehensive programme of mentorship, resources and visibility.

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