In this episode of Toks Dada, we explore the innovative approach of London's South Bank Center's classical music head, the UK's youngest senior curator. The conversation centers on attracting younger audiences to classical music through strategic program curation, similar to fashion and technology. Leadership and fresh perspectives are stressed. Curating with intention, considering audience preferences, and using partnerships to grow and diversify are key themes. The episode shows how digital channels complement physical experiences to introduce classical music to new audiences. The conversation also emphasizes the importance of effective communication and rethinking physical venues.