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TikTok announces tie-up with BBC Proms and organist Anna Lapwood
By Chris Cooke | Published on Tuesday 25 July 2023
TikTok has announced that organist Anna Lapwood is the latest official featured artist on its #ClassicalMusic hub ahead of her performance as part of the BBC Proms tonight.
That late night recital is described by the Proms as “a chance to hear the 9999 pipes of the Royal Albert Hall’s organ put through their paces by organist and TikTok star Anna Lapwood in her solo Proms debut”. Musician and broadcaster Lapwood has over half a million followers on TikTok where she regularly posts clips of herself playing music on the organ.
TikTok’s #ClassicalMusic hub was launched last year via a tie-up with Hans Zimmer, and is described by the social media firm as a “central place for music fans to discover the best classical artists, culture, content and music”. Via the collaboration with Lapwood and the Proms, TikTok – we are told – “will transform its #ClassicalMusic hub and deliver fans exclusive content and a special curated playlist for complete classical immersion”.
Says Lapwood: “One of my favourite things about TikTok is how it helps smash down perceived barriers between different genres. Since I started using TikTok I’ve worked with so many people from all sorts of musical backgrounds and realised what a glorious tool collaboration can be to bring classical music to a new audience. TikTok has really blown open my whole musical world and I can’t wait to see what collaboration the world throws at me next!”
Meanwhile, Sam Jackson, Controller of BBC Radio 3, adds: “I want the BBC Proms to be accessible to absolutely everyone, whether that’s listening on Radio 3, watching on TV or on social media. This collaboration with TikTok is so exciting because it allows us to reach new audiences in creative ways while showcasing the magic of the live music we perform in the Royal Albert Hall and at venues across the UK”.
And speaking for TikTok itself, Label Partnerships Manager Lisa Skeppner says: “We are committed to shining a light on diverse genres, celebrating the arts, and introducing new generations to classical sounds. TikTok breathes new life into classical music, allowing creators all over the world to discover tracks they might not have otherwise heard. We’re proud to be a home for classical stars like Anna Lapwood and delighted to be working with the Proms to bring the TikTok community closer to the treasured classical festival”.
