There’s an interesting trend bubbling on TikTok at the moment, fuelled by the app itself, as it seeks to prove its worth to a growing number of music genres.
Check out the #ClassicalMusic hashtag: admittedly it’s the generic term, but a specific challenge tasking TikTokers to post videos sharing ‘what classical music means to them’ has helped that hashtag generate more than 734m video views. The challenge was accompanied by a new ‘Classical Music’ playlist curated by TikTok itself, plus guest playlists from musicians Lang Lang and Esther Abrami.
Meanwhile, Lang Lang himself played a live concert on TikTok on Friday (26 November), having built an audience of nearly 128,000 followers on the app. Classical labels themselves have been engaging with TikTok and other social / digital services in recent times: watch episode two of the second season of our Music & Tech Springboard Programme, co-created with the BPI, for more on that.
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