Young classical musicians are disrupting the industry – by going viral

When violinist Esther Abrami received her first hurtful response to a social media post, she was so upset that she went to bed for three days. Today she has toughened up. She has been on Instagram since 2013 and TikTok since 2019, where she started with a ginger kitten that sat on her lap while she played. Now 28, she has more than 448,000 followers on TikTok and 344,000 on YouTube. She is one of a new generation of classical soloists finding fans online – and not always for the reasons yo