TikTok has partnered with London’s Southbank Centre to launch an accelerator program for classical music content creators. The initiative, called Crescendo, will pick 10 UK-based creators who are already producing classical music content on TikTok. Toyin Mustapha, TikTok’s Head of Music Partnerships, UK & Ireland, said TikTok has become a discovery engine for music across genres. “TikTok is where new audiences discover and fall in love with music of every genre, and classical is no exception. In August, the company launched a global music competition, called “Music On Stage ’25”, targeting emerging artists and music creators on TikTok LIVE.