In less than a week, Taylor Swift fans transformed their online community into a virtual small and cozy campaign headquarters for US Vice President Kamala Harris. This sudden burst of enthusiasm for politics came after President Joe Biden announced he wouldn't seek reelection.
The rise of Swifties activism
It’s hard to trace how it started, but some would say that the genesis was a tweet from 22-year-old Emerald Medrano (he/they, of course).
His call to action sparked the rapid formation of "Swifties for Kamala," a movement that at the moment of writing boasts over 50,000 followers on Instagram, more than 130,000 on TikTok and 70,000 on X.
But who exactly are these Swifties? And why are they so loud? Eric Dahan, CEO of influencer marketing agency Mighty Joy, describes them as "young, heavily skewing female, and social natives." This digital-savvy demographic has proven adept at using social media for any of their causes.
Key figures in Swifties for Kamala movement, according to Wired deepdive, include Madeline Miner, Rohan Reagan, and Leigh Bauer. These young activists are working tirelessly to create viral political content. And their efforts work.
The Swifties' influence is spreading across various platforms. And on top of thousands of followers for movements' official accounts, there's r/SwiftiesForKamala subreddit with new posts daily. And #SwiftiesForKamala hashtag on X sees consistent activity, I am talking dozens and hundreds of posts daily.
But what makes Taylor Swift such a powerful influence on her fans' political engagement? Dr. Alexa Chilcutt, an executive presence expert at Johns Hopkins University, points to several factors: "Authenticity and trust go hand in hand," Chilcutt explains. "People have seen TS grow as a musician and person over time, and what she 'presents' seems real to who she is at each inflection point in time. People see this as authenticity, which builds credibility and trust in someone's character."
Chilcutt also highlights Swift's transparency: "Her music, as well as her remarks out in public or the press, always come across as revealing her feelings and experiences. Whether songs about old boyfriends or an award acceptance speech that throws shade back at another musician, there's no doubt about where she stands."
This authenticity and transparency have created a strong bond between Swift and her fans. But also gives an artist some serious superpowers. As one Swiftie once told The Guardian, "Could Taylor Swift influence my vote? Yes, absolutely."
Swift's political influence extends beyond just her core fanbase. When she made a plea for voter registration on Instagram a few years back, the impact was immediate and significant. Nick Morrow, communications director for Vote.org, reported that after Swift directed her followers to register to vote the site was averaging 13,000 users every 30 minutes. It was a 1,226% jump in participation.
Taylor Swift: the reluctant political icon
Taylor Swift, who kept her political views under wraps for years, went from country darling to political powerhouse. Previously, she claimed she didn't feel educated enough and had seen too many country singers vanish after voicing their opinions. Then suddenly, she became an expert on all things politics, “did her research” and started to be very vocal about politics (probably even too much for an entertainer).
It started in 2018 when she endorsed Tennessee Democratic candidates Phil Bredesen for Senate and Jim Cooper for House of Representatives. Since then, she's publicly urged her senator to support the Equality Act, threatened to vote Trump out of office, and vocally endorsed Joe Biden and Kamala Harris.
Swift's endorsements over time reached millions of young voters, potentially swaying countless undecided minds. The impact of Swift's political engagement has not gone unnoticed by her opponents. Trump, for instance, probably wouldn’t mind some of her influence, that’s why he posted a collage of his supporters' viral posts featuring a mix of real and AI-generated images of women wearing "Swifties For Trump" shirts with the comment: “I accept!” That quickly backfired though, as all the mainstream media jumped on covering their favorite subject: Trump is a liar.
But here's where things get weird. As I was digging into this story, I reached out to some of my Swiftie friends. These are people who usually can't shut up about Taylor, their political views, and how Swift's values align with their own. But when I asked for their thoughts on why that is, they initially agreed to share their views, but then ghosted me, even after reminders. It was like I was trying to get a straight answer out of a politician during a scandal.
What's clear is that Swift's journey from political silence to vocal activism has been weird, suspicious, but also transformative, both for her and her fanbase. Her ability to mobilize millions with a single tweet or Instagram post is real proof of celebrities’ power in the era of instant gratification and the rule of social media.
Beyond the Swifties: more about politicized stardom
The Swifties' political activism isn't just a blip on the radar. It's a symptom of a larger trend: the rise of politicized stardom, even according to some experts, music has always been political.
For instance, professor Mario Dunkel, Director of the Institute of Music at the University of Oldenburg, puts it: "Strictly speaking, music always has a political dimension." Even love songs carry political weight in their portrayal of relationships and social norms.
But why does music have such a powerful influence on our political views? Blame it on our brains. Music activates our reward centers, releasing dopamine and creating pleasurable feelings. A study published in Nature found that as the intensity of music-induced "chills" increased, so did blood flow to brain regions involved in reward, emotion, and arousal. These are the same areas that light up in response to food, sex, and drugs. No wonder we get so attached to our favorite artists and their views.
This attachment can lead to what researchers call "politicized fandom." It's not just about liking a song anymore. Fans are expressing highly passionate, partisan, fan-like behaviors in support of politicians. Remember the Trump and Clinton superfans in the 2016 election? That wasn't just politics. That was fandom.
Another well-documented thing that makes celebrity activism so powerful — is the use of the stories. A study published in the Journal of Fandom Studies notes that "Celebrity activists rely heavily on storytelling techniques to inspire social change among their fan bases. This extends to fan communities, who use these techniques to advocate for social causes."
Politicians have caught on. They're using music to appeal to voters like never before. Barack Obama's 2008 campaign effectively used original music alongside popular songs to appeal to voters in the social media age. Hillary Clinton used songs almost exclusively written by or about women in 2008, highlighting her gender as a key factor.
But not all musicians are on board. Bruce Springsteen has stopped Ronald Reagan, Bob Dole, and Pat Buchanan from using "Born in the U.S.A." Adele, Rihanna, and the Rolling Stones have all opposed the use of their music in Donald Trump's campaigns.
Interestingly, Democrats seem to always have an edge in musical support, and even surface-level research proves it. A 2014 Billboard list shows the Republican supporters' list is almost half the size of the Democrats'. The trend continued in 2024, with the DNC boasting 10 musical acts compared to the RNC's 3.
And while some artists are vocal Trump supporters, the list is pretty scarce and doesn't include many universally loved artists. Kanye West, Jason Aldean, and Kid Rock are among his most vocal backers ( and let’s face it, It's a motley crew, to say the least, and not exactly a Who's Who of chart-toppers).
Eric Dahan, CEO of influencer marketing agency Mighty Joy, points out that this politicization of pop culture is part of a broader trend. "We're seeing a fracturing of the media along partisan lines," he says. "This extends to music and fandom. Fans are increasingly seeing their favorite artists as political figures, and artists are feeling pressure to take political stances."
Future of fan-driven political campaigns
So, what's the story with these fan-driven political campaigns? Are they making a real impact, or is it just a lot of noise? And how will those be used going forward?
Eric Dahan states it plainly: "It definitely has an impact." So when Taylor Swift makes a statement, millions of fans are ready to act.
But here's the interesting part: this isn't just altering how we campaign, but rather changing our entire informational landscape. Dahan points out that according to PEW Research, political beliefs are more divisive than age, gender, race, or economic background. (“Devisive” and “Corrupt” are the first words that come to American's mind when asked to describe the current state of politics). That's correct. Your political views are more likely to cause family disagreements than your choice of partner or your income level.
So what does this mean for the future? Dahan predicts "an increase in echo chambers, less dialogue, and less substance overall in political discourse." It's a concerning outlook for political discourse. And there's more to consider. Dahan adds another significant point: "We are soon going to be living in 2 parallel ecosystems divided by political beliefs and values. Music will follow this trend." So much for music as a unifying force.
This isn't just about Swifties for Kamala or Kanye fans for Trump. It's about the entire system. We're discussing the "algorithmization of information," as Dahan puts it.
Your Spotify playlist? It might become as politically curated as your news feed. Are you ready for this?
