The tumultuous relationship between Kamala Harris’s abbreviated presidential campaign and Donald Trump, culminating in the Democratic senator’s withdrawal from the race, has been surprisingly entwined with popular music, as it spanned from to .
Many influential vocalists, including Miley Cyrus and Taylor Swift, have committed to lending their support. Katy Perry has reportedly offered one of her latest singles, “Lady’s World,” to Vice Presidential candidate Kamala Harris as a potential campaign anthem; however, there is no indication that Harris has accepted the offer. As Harris’s team searched for innovative ways to connect with Gen Z voters, they unexpectedly found success in leveraging popular music and internet culture. At a rally in Atlanta, her employees took the stage, effortlessly incorporating elements of pop culture into their message, including the use of viral “brat” memes that resonated deeply with young audiences. The proliferation of meme-driven “remixes” surrounding Kamala Harris’s bid for office has eclipsed a far more significant musical consideration: the soundtrack to her presidential campaign.
In the final month, Beyoncé gave permission for the Harris (now Harris-Walz) marketing campaign to utilize her song “Freedom,” which features Kendrick Lamar. As a staple from her 2016 album, Kamala Harris’s go-to gospel-infused anthem still resonates as she takes the stage for rally entrances, with its familiar beats sure to echo through several instances during this week’s Democratic National Convention. Could there be a possibility that Beyoncé might actually make an appearance?
The trendy marketing campaign music has transformed into a distinct character – and object of scrutiny – in election politics. The majority of these songs have already gained a reputation beyond their original marketing campaign, therefore, they are significant enough to reinvigorate the constituency. Additionally, their messages must be memorable and on-message, authentically capturing the values and guarantees that make them stand out. However are they really helpful? By being part of a marketing campaign, a song implies its intended purpose goes beyond mere artistic expression; it’s designed to evoke specific emotional responses and drive consumer engagement.
While Trump’s presidency has been marked by divisions, Democrats may have found an unexpected unifying force: popular music. By leveraging endorsements from artists and producers behind hit songs, they’ve been able to tap into a broader audience and amplify their message. Conversely, some artists have vehemently opposed Trump’s unauthorized use of their music in his presidential campaign and continue to condemn him as president. Notwithstanding the unpredictable results of the 2016 presidential election, the general public has gained insight into the significant influence of popular music in shaping social attitudes and cultural dynamics within this sphere.
Despite lingering doubt, Dana Gorzelany-Mostak, affiliate professor of music at the University of Georgia, asserts that music can serve as a potent medium for politicians. “While music may not directly inspire people to vote, its unique ability to shape cultural norms and facilitate social connections makes it an influential force in shaping societal attitudes.”
For a marketing campaign like Kamala Harris’s, which has primarily capitalized on likability over in-depth discussions about policy – the vice chairman suddenly unveiled her policy agenda – Harris’s marketing campaign playlist offers a telling glimpse into what she represents and which demographics she’s relying on for support. According to an article by Jonquilyn Hill in Vox, Kamala Harris’s confirmation would also involve signing a document outlining her intentions and protocols for conducting herself as Vice President.
To gain deeper insight into Harris’s musical inclinations and the broader workings of campaign anthems, I conversed with Gorzelany-Mostak. Here’s a revised version: The author’s recent book, printed last year, maps out influential marketing campaign songs and examines how these sonic moments articulate racial dynamics.
The presidential election of 1840 marked a pivotal moment in the evolution of political campaigning and its reliance on music. Supporters of Whig candidate William Henry Harrison employed song and dance as a campaign tactic, producing compact songbooks dubbed “songsters” replete with patriotic ditties extolling Harrison’s virtues. Candidate-inspired lyrics, infused with the popular rhythms of today.
The effectiveness of a marketing strategy depends on the specific promotional approach employed. When selecting Barack Obama’s campaign playlist in 2008, his staff considered his musical preferences. There was continuity between the artists he on the path and his rally playlist, which included Earth, Wind & Hearth, Stevie Marvel, and the Isley Brothers. According to sources, Donald Trump has a penchant for curating his own playlist for campaign rallies and, in his downtime, “gets spinning” on his iPad at Mar-a-Lago.
Artists employ music as a reflection of their identity in sound, creatively crafting themselves through an aesthetic that resonates with the masses while offering insight into their persona and philosophical leanings.
Music in a marketing campaign is often more impactful than the accompanying lyrics. In a bid to grasp the intricacies of songwriting, candidates are encouraged to contemplate the various techniques by which songs may convey messages within political spheres. Taking a multifaceted approach, one must consider the artist’s life story, the characteristics of their fan base, the stylistic connotations inherent in the music, and the various meanings that have been attributed to it through its appearances across diverse media platforms. While pundits often prioritise verbal statements or visual images, it is clear that sound and music will equally prove to be potent persuaders.
General, marketing campaigns often miss their target by speaking solely to those already convinced? I neither assume nor deny its conversion capabilities, nor do I speculate on the potential impact it may have on individuals.
Black women artists form the backbone of Harris’s 2024 rally playlist, featuring icons like Diana Ross, Aretha Franklin, and Chaka Khan alongside contemporary stars such as Beyoncé, Rihanna, Lizzo, and Megan Thee Stallion. With unwavering dedication, Harris embodies a 60-year legacy of unapologetic Black excellence, upholding the virtues of a matrilineal tradition.
Notably, the Democratic National Convention departed from its classic-rock-dominated counterpart, held at the Republican Nationwide Conference just last month, where a group of aging male rockers performed cover versions of iconic bands like the Eagles, Kenny Loggins, Grand Funk Railroad, Steely Dan, and the Doobie Brothers. By leveraging her powerful voice and the cadence of her soundtrack, Kamala Harris deflects Donald Trump’s attempts to undermine her credibility and racial identity, instead embracing her heritage and cultural roots as a means of empowerment.
The call for “Freedom” implies an unmistakable sense of pressing necessity. As Harris’s playlist reveals, she acknowledges the nation’s troubled past, commits to the arduous work required for progress, yet still invites voters to join her in jubilation, laughter, and celebration as she marches toward triumph.
Harris’s playlists feature a diverse range of dance tracks, spanning classic hits by Diana Ross and The Brothers Johnson to modern favorites like Dua Lipa and Bruno Mars, with nods to the freshest sounds from Charli XCX. Two of us would initially be aware that disco might inadvertently sign off on the risks of hedonism. Influenced by the cultural heritage of Latinx, Black, and LGBTQ+ communities, this style also taps into a rich history of resilience and optimism – despite its sonic elements having evolved over time, now perhaps most commonly found on your mother’s workout playlist.
It’s no surprise then, as Trump’s campaign often featured him laughing, dancing, or recovering from a gaffe while set to his own music. With a playlist that celebrates unbridled joy and hedonism, rooted in Black, queer, and feminine experiences, Harris seizes control from the patriarchal establishment, albeit momentarily, as she commands the dance floor.
Despite its austere tone, assuming “Freedom” effectively matches Harris is plausible. The compilation masterfully converges multiple stories harmonizing with her branding narrative and the presidential persona she aims to cultivate.
As “Freedom” unfolds, it assumes a reverent tone, employing gospel tropes and referencing the sacred “Wade within the Water.” In religious contexts, water symbolizes the possibility of liberation during times of enslavement. In “Freedom,” water assumes multiple forms, including “rain” and “tears.” This poignant allusion nods to the tumultuous aftermath Beyoncé’s personal life, as well as the collective trauma experienced by New Orleans in the wake of the hurricane and Black communities grappling with the devastating effects of mass incarceration. The track also incorporates sampled voices from a mid-20th century prisoner, a preacher, and Jay-Z’s grandmother, who shares poignant insights into her life struggles in 2015.
By opting for the term “Freedom,” Kamala Harris positions herself and her 2024 presidential bid within the broader narrative of timeless battles for personal and civic liberties, transcending historical boundaries.
As an icon of feminine power, Beyoncé embodies unwavering resilience, boundless vigor, and unbridled vitality. Her music defies categorization. As she redefines her own identity, she crafts a set of personal guidelines that constantly evolve alongside her ever-changing self. As Harris seeks to rebrand herself, it’s hardly surprising that she gravitates towards a narrative that harmonizes with her career trajectory: from prosecutor to district attorney, to attorney general, to senator, to vice president, and finally, to president of the United States?
