Slipstreaming this momentum, the London Philharmonic Orchestra, which launched on TikTok in early 2021, really upped its activities there at the start of this year. Sophie Harvey, its digital and residencies marketing manager, told The Drum that they had spent the first year experimenting with different forms of content but struck gold when overlaying a rolling score on videos of performances.

“We’ve finally got into a rhythm and found an audience on TikTok that is super into classical music and who want to talk about it in the comments or to guess the piece,” she said. She added that trying to chase existing trends and approaches would not always work and instead encouraged classical artists to play around until they find an approach that connects.

”Just go for it, don’t be nervous,” she recommended. “Post it and learn from it.”

The London Philharmonic Orchestra has over 33k followers on TikTok now and some videos it has posted have exceeded half a million views.