In an innovative twist to political campaigning, Vice President Kamala Harris is tapping into the power of young pop artists to energize and mobilize Gen Z voters. A recent campaign video set to Chappell Roan’s hit “Femininomenon” has captured significant attention, amassing over 35 million views on TikTok. The video contrasts Harris with former President Donald Trump, highlighting Harris’s appeal to younger voters through a modern, engaging medium.
Roan’s song, blending “feminine” and “phenomenon,” resonates with a younger audience that is increasingly influential in the electoral landscape. Despite Roan not yet endorsing a presidential candidate, her popularity among young fans could indirectly benefit Harris’s campaign. The artist’s choice to decline a performance invitation at the White House’s LGBTQ+ Pride Celebration underscores a broader trend where celebrities align with causes and candidates they genuinely support, rather than simply engaging with traditional political events.
The Growing Influence of Social Media and Pop Culture
The Harris campaign is leveraging social media trends and pop culture to bridge generational gaps. As the election approaches, the power of influencers and celebrities who resonate with younger voters is becoming increasingly apparent. Traditional celebrities might not hold the same sway as they once did, making way for social media stars like Charli XCX, Olivia Rodrigo, and Chappell Roan to drive political engagement among Gen Z.
Key Influencers in Harris’s Campaign Strategy
Charli XCX
Charli XCX has emerged as a prominent figure in this new wave of celebrity influence. Her latest album, “brat,” has sparked trends and conversations across social media. By calling Harris a “brat” in a post, Charli XCX not only created buzz but also visually linked the campaign with her distinct style, evident in the campaign’s social media branding.
Olivia Rodrigo
Olivia Rodrigo, known for her hits like “Drivers License,” has also shown support for Harris. Rodrigo’s Instagram post praising Harris’s stance on reproductive rights highlights her commitment to political advocacy. Her previous engagement with the Biden administration on vaccination efforts demonstrates her ongoing role in mobilizing young voters.
Chappell Roan
Chappell Roan’s music and persona have made her a key player in the cultural zeitgeist. Her debut album, “The Rise and Fall of a Midwest Princess,” and her refusal to perform at the White House’s Pride event in favor of broader justice causes reflect her alignment with progressive values. Her music’s use in Harris’s campaign video showcases a strategic use of pop culture to connect with younger voters.
TikTok as a Political Platform
While Harris’s TikTok page has 1.1 million followers, Trump’s recent entry into the platform has rapidly increased his follower count to 9.1 million. Despite Trump’s larger following, Harris’s higher engagement rates suggest a more active and potentially influential audience. This indicates that while follower numbers are significant, the quality of engagement and alignment with current social trends can be just as important in swaying public opinion.
As the 2024 election approaches, the integration of pop culture and social media into political campaigns is reshaping how candidates connect with voters. By harnessing the influence of young pop stars and leveraging social media platforms like TikTok, Kamala Harris’s campaign is positioning itself to effectively reach and mobilize the next generation of voters.
