TikTok has launched a new classical music campaign in partnership with acclaimed pianist Lang Lang. Featuring creators from across Europe and the US, Lang Lang LIVE: Beyond the Keys will offer “performances, conversations and interactive experiences” on its TikTok LIVE platform.

The promotional image for TikTok’s Lang Lang LIVE: Beyond the Keys. Photo supplied

The campaign was launched on 19 May at The University of Cambridge’s Homerton College, where Lang Lang was awarded an honorary doctorate, and will end on 28 May. On 12 June, the campaign will also host an in-person creator event in Leipzig, Germany.

“Classical music is finding a powerful new generation of fans on TikTok, with creators reshaping how the genre is discovered, experienced and shared online,” wrote TikTok.

“Across TikTok, creators are reshaping how audiences engage with classical music, from piano performances and orchestral reinterpretations to educational explainers, humour, behind-the-scenes rehearsal content and viral sound trends.”

Photo © Solen Feyissa/Unsplash

TikTok’s 2025 Music Impact Report found that the application is a “key driver of music discovery, monetisation and chart success” in the global music ecosystem, while consultancy company Human8 found that up to 80 percent of users discover new music on the platform.

TikTok is shaping up to be a major pathway for new audiences to connect, discover and engage with classical music. In September 2025, the application saw a 60 percent increase in videos posted under the #ClassicalMusic tag across the previous year; now, the tag hosts almost a million videos.

Earlier this year, TikTok and London’s Southbank Centre launched Crescendo, a program aiming to spotlight emerging classical music content creators in the UK.  Successful applicants earn free access to rehearsals, behind-the-scenes content opportunities with resident artists, and mentorship and platform training. It has also previously partnered with the Fryderyk Chopin Institute to “support new digital approaches to classical music discovery and education”.

“The Lang Lang collaboration continues TikTok’s wider commitment to supporting music discovery and cultural participation on the platform — demonstrating how heritage art forms can thrive in digital culture when they become more accessible, creator-led and community-driven,” wrote TikTok.

More about the campaign can be found here.