Violinist Esther Abrami is among the panelists who will select participants for a new program promoting classical music from TikTok and London’s Southbank Centre.
In Tuesday’s (9/30) Variety, Ellise Shafer writes, “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 launch of Crescendo was celebrated on Tuesday morning at the Southbank Centre with a special performance from violinist and TikTok creator Esther Abrami, 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 of music partnerships for U.K. and Ireland, will also review applications. ‘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,’ a press release states…. ‘The program is seeking fresh and diverse voices ready to unlock classical music for 21st century audiences.’ ”
