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. 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. In addition, the cohort will gain free access to Southbank Centre concerts and rehearsals, exclusive behind-the-scenes content opportunities with the Southbank Centre’s Resident Artists and Orchestras, bespoke mentorship and platform training from TikTok on growing and engaging audiences, collaboration opportunities with TikTok and Southbank Centre digital teams and long-term involvement through the Southbank Centre’s Ambassador Scheme. “There’s a phrase that I heard so many times when I was studying classical music, which is ‘young people do not like classical music.’ But then I thought, ‘Wait, I’m young.