World-renowned pianist Lang Lang is partnering with TikTok LIVE on a global campaign celebrating classical music culture.
The Lang Lang LIVE: Beyond The Keys campaign will also spotlight creator participation, as well as the "growing global audience" discovering the genre on the platform.
The initiative launched today (May 19) at the University of Cambridge's Homerton College, where Lang Lang received an honorary degree recognising his contribution to music and culture.
From May 19-28, creators across the UK, Germany, France, Italy, Poland and the US will participate in the campaign on TikTok LIVE, engaging classical music fans in real time through performances, conversations and interactive experiences.
It will culminate in an offline creator event and livestream experience in Leipzig, Germany, on June 12, featuring a dedicated piano performance, creator collaborations and Q&A sessions.
"Music is all about connection – it's a universal language that should have no barriers," said Lang Lang. "I am so incredibly inspired by the way a whole new generation is discovering classical music on TikTok; they aren't just listening, they are truly feeling it and making it their own.
"What excites me most is using TikTok LIVE to take people 'Beyond the Keys' in real-time. It allows us to share those raw, emotional moments of performance in a way that is direct, personal, and inclusive. I am deeply grateful for this honour to participate and can't wait to celebrate this wonderful spirit of creativity with our global community on TikTok."
Classical music is experiencing a remarkable cultural resurgence on TikTok, driven by creators who are reimagining how the genre can be discovered, shared and experienced
Sui Chen, TikTok LIVE
TikTok says the genre is reaching new audiences on the platform, with nearly a million TikTok posts using the #ClassicalMusic hashtag.
Earlier this year, TikTok and the Southbank Centre launched Crescendo, a creator programme supporting emerging classical music creators across the UK. TikTok has also partnered with the Fryderyk Chopin Institute to support new digital approaches to classical music discovery and education.
"Classical music is experiencing a remarkable cultural resurgence on TikTok, driven by creators who are reimagining how the genre can be discovered, shared and experienced by new audiences around the world,"
said Sui Chen, head of operations, TikTok LIVE, Western & Central Europe. "Through TikTok LIVE, artists are able to connect with communities in a way that feels immediate, participatory and deeply human, whether through performance, conversation or collaboration.
"We're honoured to partner with Lang Lang on a campaign that celebrates not only one of the world’s most influential musicians, but the vibrant global creator community that is bringing classical music into a new era."
