Southbank Centre Launches TikTok Accelerator Program with Inaugural Cohort
The Southbank Centre in London has launched a new initiative called Crescendo in partnership with TikTok. This program aims to support emerging classical music content creators. The initiative’s inaugural cohort consists of ten UK-based artists who will participate in a six-month mentorship program.
Soutbank Centre’s Crescendo Initiative
Crescendo features a diverse group of classical music creators. Selected by an expert panel, these artists will receive significant support as they develop their unique content styles.
Inaugural Cohort
- Jennifer Athan – Creator and host of the Chords & Queens podcast
- Anya Cookson – Flautist
- Alexandra Dariescu – Pianist
- Sophie Kauer – Cellist and actor, known for her role in the Oscar-nominated film TÁR
- Sarah Irwin – Singer and former film trailer producer
- Cassia Belardo – Arts education advocate
- Eugenie Dalgleish – Violinist
- Ellie Ajao – Violinist and podcaster
- Athena Hawksley-Walker – Multi-instrumentalist
- Priscilla Bajomo (Sola) – Pianist and composer
Support and Opportunities
The selected artists will receive tailored mentorship and access to TikTok’s platform training. Additionally, they will enjoy free access to Southbank Centre performances and rehearsals. This includes opportunities for behind-the-scenes content and collaboration with the venue’s digital teams.
Promoting Digital Engagement
Toks Dada, head of classical music at the Southbank Centre, emphasized that Crescendo aims to meet audiences where they are. The initiative acknowledges the growing significance of digital platforms in cultural engagement. Dada stated, “We’re excited to work with our very first Crescendo cohort during our 75th anniversary year.”
Trends and Growth in Classical Music Content
The Crescendo program was initiated through an open call in September 2025. It seeks to address the recent surge in classical music content on TikTok, which experienced a growth of over 60% in 2025 under the hashtag #ClassicalMusic.
Lisa Skeppner, TikTok’s UK artist partnerships lead, commented on the partnership, stating that Crescendo aims to celebrate British talent while providing access to the arts for new audiences. The program equips these creators with essential tools, facilitating innovative and relatable presentations of classical music.
