TikTok has announced the launch of the Crescendo program, aimed at discovering the future generation of talents in classical music.

The program, called Crescendo, will provide support and highlight a select group of 10 creators from the United Kingdom, passionate about classical music, who are already producing content on TikTok. The launch of the program took place at Southbank Centre, with a special performance by the violinist and TikTok content creator, Esther Abrami, who is part of the team of experts that will select the first group of participants.