In a star-studded event in the crucial swing state of Georgia, Vice President Kamala Harris and former President Barack Obama took the stage, captivating the audience with their dynamic presence and rousing speeches. As Harris embarks on the final stretch of her presidential campaign, this high-profile rally showcased the campaign's strategic use of music and celebrity endorsements to connect with diverse constituencies.

Harnessing the Power of Music and Celebrity Influence

Tapping into the Emotional Resonance of Music

Rock legend Bruce Springsteen's electrifying performances of "The Promised Land," "Land of Hope and Dreams," and "Dancing in the Dark" set the tone for the event, tapping into the emotional resonance of music to forge connections with the audience. "Music is a very effective shorthand for making connections with perspective voters and certain constituencies without having to say certain things," explains Loren Kajikawa, music program chairman of the music program at The George Washington University's Corcoran School of the Arts & Design. "You can tap into certain attitudes and feelings embedded in the music. It can be a way of saying 'I am like you, because we share this music together.' It can also be a way of sharing presidential identity."

Diverse Musical Guests Reflect Broad Appeal

The Harris campaign's eclectic lineup of musical guests, including Megan Thee Stallion, Lizzo, Usher, Lil Jon, Maren Morris, Quavo, Lance Bass, and Stevie Wonder, reflects the campaign's efforts to connect with a wide range of constituencies. This diverse selection of artists not only showcases the campaign's understanding of the power of music to bridge divides, but also highlights the broad appeal of Vice President Harris herself.

Endorsements from Influential Celebrities

The Harris campaign has also garnered the support of a star-studded array of endorsements, including Taylor Swift, Cher, John Legend, Stevie Nicks, Olivia Rodrigo, Neil Young, Willie Nelson, Moby, Lil Nas X, Katy Perry, Kesha, Jon Bon Jovi, James Taylor, Charli XCX, Billie Eilish, Bon Iver, Ariana Grande, Barbra Streisand, and Cardi B. These high-profile endorsements not only lend credibility to the campaign but also serve as a powerful tool to mobilize and energize specific demographic groups.

Contrasting Approaches: Harris and Trump's Musical Selections

The contrasting musical selections of the Harris and Trump campaigns further highlight the strategic use of music in political campaigns. While Harris has embraced a diverse range of artists, Trump's musical supporters include a more conservative lineup, including Jason Aldean, Kid Rock, Kanye West, and Azealia Banks. These divergent choices reflect the campaigns' efforts to appeal to their respective bases and mobilize their core constituencies.

Beyoncé's Powerful Endorsement

The upcoming rally in Houston, where Vice President Harris will be joined by the iconic Beyoncé, further underscores the campaign's strategic use of celebrity influence. Though Beyoncé has not officially endorsed a presidential candidate, her decision to allow Harris to use her song "Freedom" as a campaign anthem is a powerful statement. "Beyonce is a smart choice, connects her to another strong Black woman with a large fan base," Kajikawa notes, adding that "Freedom" is a shrewd selection that resonates with the campaign's millennial and Gen Z target audience.

Embracing "Joy" and Opposing "Fear"

The Georgia rally served as a platform for Vice President Harris to highlight her central campaign theme of embracing "joy" and opposing the "fear" that she says Trump has embraced. This contrast was further emphasized by the stark differences between the Harris rally and Trump's rally in Arizona, where the former president painted a dismal picture of illegal immigration and what he refers to as "migrant crime."As the 2024 presidential election approaches, the strategic use of music, celebrity endorsements, and contrasting campaign narratives have become increasingly integral to the political landscape. Vice President Kamala Harris's captivating campaign trail, marked by electrifying rallies and an eclectic playlist, has positioned her as a formidable contender, poised to connect with a diverse array of voters and shape the course of the nation's future.