Music’s Role in Shaping Electoral Politics in the Digital Age

In the world of electoral politics, music has long been much more than just background noise—it has been a tool for engagement, persuasion, and inclusion. From campaign songs that bring voters together to endorsements that bring star power to the ballot, the music industry and popular culture have always been inherently political. For example, protest music like Billie Holiday’s “Strange Fruit”, Nina Simone’s “Mississippi Goddam”, and Marvin Gaye’s “What’s Going On”, along with many others, are still played today as they’ve maintained relevance through modern social movements. Music as a form of protest has been and continues to be effective, allowing people to dissent against injustice, advocate for change, and unite for a cause through the universal medium of music. It gives a voice to marginalized communities, especially by utilizing the artist’s popularity and platform to draw attention to their messaging. This has only been amplified by the advent of digital technology, as social media and the internet allow us to be just a click away from each other, candidates, and celebrities. The music industry has become a pivotal part of electoral politics, whether it’s for good or bad. 

Celebrity endorsements add another layer to political messaging by leveraging fame and influence to bring issues into the spotlight. While protest songs resonate as powerful forms of dissent, celebrity endorsements amplify these messages, turning individual voices into widespread movements that reach diverse and often apolitical audiences. It’s alarming to think about, but celebrities have much more influence on the public and their fanbase than one may expect. For example, a 2007 Pew Research survey found that nearly 50% of young voters would be influenced by Oprah Winfrey’s endorsement of a candidate and that 23% of Democrats would vote for Winfrey’s chosen candidate. Additionally, Taylor Swift, arguably the biggest celebrity today, endorsed Kamala Harris in mid-September, sparking the rapid expansion of a fan-led campaign group called “Swifties for Kamala” — the group went on to mobilize more than 3,500 active volunteers, gain over 280,000 social media followers, raise $150,000 for the Harris campaign, and mobilize 90,000 people to check their voter registration. 

Celebrity endorsements have such an impact on electoral politics because they leverage public figures that individuals already feel connected to, trust, and admire. This allows the endorsement to translate to higher engagement and influence of public opinion because fans are more likely to listen to and be influenced by a name they already follow. Specifically, celebrities make political messaging accessible to groups like young adults and people who don’t typically follow politics or vote, mobilizing them and starting conversations that otherwise wouldn’t have happened. 

As celebrities endorse political causes, their messages rapidly spread through social media, amplifying their impact and reach. Posts, reposts, and direct links allow endorsements to quickly go viral, engaging millions of users and creating dynamic discussions. For example, within 24 hours of Taylor Swift’s endorsement of Harris, 340,000 people visited vote.gov, a voter registration website, through a link she provided. Livestreamed performances and speeches at major events like the DNC and RNC further enhance this effect, drawing viewership and generating buzz that resonates far beyond traditional media outlets. The DNC boasted a diverse slate of performers, including Lil Jon, Pink, John Legend, The Chicks, Maren Morris, Mickey Guyton, and more. These performances play a crucial role in bridging the gap between politics and the public by transforming what can often feel like distant or intimidating political processes into engaging, relatable experiences. These events infuse energy and entertainment into political discourse, making it more accessible and enjoyable for attendees and viewers. 

This blending of entertainment with political messaging highlights the influence of cultural elements on voter engagement. The ability of candidates to harness social media trends, from viral TikTok challenges to curated campaign playlists, showcases how modern politics is evolving to resonate with younger audiences. The most striking example of this is how Kamala Harris went from being dubbed “Copala” to “Brat” in just a few months. When conversations initially began about Joe Biden stepping out of the presidential race, there was a growing concern about whether or not Harris would be equipped to gain enough votes to win the presidency, largely due to her past as a prosecutor and decisions she made in that role that were seen as harmful and unsympathetic to marginalized communities. There were questions about whether she would lead effectively—she was largely represented as unserious on social media as videos of her talking about coconut trees, turkey basting tips, and dancing went viral. 

This began the “Kamala is brat” trend, which tied Harris and her playful behavior to Charli XCX’s viral album, Brat. Once Harris announced her campaign for the election, her marketing team wasted no time harnessing the traction of this trend as the Harris campaign made their social media accounts’ profile pictures Brat-themed and started posting videos and memes following the trend. This surge of energy at the genesis of the campaign brought a youthful excitement to the Harris campaign and garnered a significant amount of support specifically from younger voters, countering any doubtfulness about Harris’ ability to do so. Had Harris not been turned into a meme so soon to the beginning of her campaign, and had her team not capitalized on it, she may not have had as much traction in the election as she did, especially among young voters. Although the initial excitement over the Harris campaign dwindled around October and Donald Trump was ultimately elected as our 47th president, the Harris team succeeded in leading a remarkable campaign that utilized marketing strategies to connect with a consequential group of voters who otherwise may not have been mobilized.  

The evolving role of music and celebrity influence in electoral politics shows the direct relationship between culture and political engagement. Throughout history, music has served as a powerful medium for political messaging, with protest songs echoing the struggles of marginalized communities and fostering unity during critical movements. As we have seen with modern campaigns, particularly with Kamala Harris, the integration of social media trends and cultural references has become essential in connecting with younger voters. Ultimately, as candidates navigate the complexities of modern electoral politics, the ability to engage audiences through music and cultural narratives will be vital.