The leading classical musician believes capitalising on social media use is the ‘bizarrely simple answer’ to engaging a wider audience
Classical musicians should take advantage of the “horrific” amount of time children spend on social media sites such as TikTok, a leading organist has said.
Anna Lapwood, 28, Director of Music at Pembroke College, University of Cambridge, told BBC Music magazine that classical musicians should use social media platforms to reach a wider audience.
Ms Lapwood, who has become an unlikely TikTok star with over half a million followers on the site after videos of her playing the organ went viral, said: “People in classical music are always asking how they can reach a wider audience. The bizarrely simple answer is social media. It genuinely works.”
She added: “I saw a statistic recently saying that young people are spending on average six hours a day on TikTok and other social media. That may seem horrific, but if it’s true we had better make sure they are seeing classical music there for at least some of the time. We need to make ourselves relevant.”