We are at a pivotal moment to power the next generation of creative thinkers, opening opportunities into a sector replete with pathways for success. This has never been more essential. Research consistently demonstrates the benefits that accessing an arts-rich education has on language development, wellbeing, and developing soft skills, yet entries to A-levels in the arts have declined by 21% since 2010 (Cultural Learning Alliance Report Card 2024).
Furthermore, there is a lack of diversity across the creative sector and inequities that have been further exacerbated by the pandemic. TikTok has made a commitment to improve this by supporting two leading national theatre companies to build a truly inclusive culture. In 2022, TikTok became the primary sponsor of the Royal Shakespeare Company’s (RSC) young person’s ticket scheme, renamed TikTok £10 Tickets. In January 2024, TikTok extended their support to the National Theatre, supporting their programme to boost skills for young people, spotlight careers in the creative industry and widen career pathways for young people nationwide: Creative Careers enabled by TikTok.
TikTok £10 Tickets provides affordable access to young people aged 14-25, state school and full-time students. To date the RSC have sold nearly 75,000 tickets, 27% to state schools.
Through Creative Careers enabled by TikTok, the NT’s wide-ranging skills and training programme sustains the talent pipeline supporting the entire theatre ecosystem, reaching over 400 young people to date in partnership.
By supporting these major institutions, TikTok has established itself as a creative convener in the performing arts industry.
