Following Kamala Harris's announcement of her presidential bid, she set a new fundraising record, amassing $81 million in just one day. However, it was a single tweet from British pop star Charli XCX that arguably provided one of the most culturally resonant endorsements for the vice-president's campaign.
As the Democratic establishment rallied behind Harris with various expressions of support, Charli XCX, known for her album Brat, weighed in with a tweet calling Harris “kamala IS brat.” For Charli, “brat” is not merely a moniker but a reflection of a broader cultural ethos inspired by the excesses of the early 2000s and rave culture.
On TikTok, Charli described the "brat" archetype as someone who is a bit messy, enjoys partying, and might say some questionable things, but who ultimately embraces the highs and lows of life with a carefree attitude. This persona is exemplified by items Charli associates with a "brat" lifestyle, such as a pack of cigarettes, a Bic lighter, and a strappy white top with no bra. The vibrant neon lime album cover of Brat symbolizes both the exhilaration of a night out and the subsequent hangover, capturing the essence of the "brat" experience.
The endorsement from Charli XCX, who is linked with iconic "brats" like Julia Fox, Chloë Sevigny, Hari Nef, and Emma Chamberlain, has been notably impactful. Following the tweet, Harris’s campaign adapted by updating their Twitter page’s backdrop to a “brat green,” and Charli’s track "365," which celebrates nightlife and club culture, became a feature in the campaign’s TikTok videos.
Celebrity endorsements have long been a staple in political campaigns, aiming to resonate with younger voters. The Harris campaign’s embrace of Charli XCX’s "brat" culture reflects a strategic effort to engage with this demographic, contrasting with previous attempts by other politicians, such as Hillary Clinton’s “Pokémon Go to the polls” and Taylor Swift’s call for voter registration.
Gevin Reynolds, a former speechwriter for Harris, praised the campaign’s approach, noting that it demonstrates a keen understanding of the importance of appealing to young voters and adapting to their cultural references.
While Charli’s endorsement has been well-received among younger audiences, it has sparked some confusion among older commentators. CNN’s Jake Tapper and Stephen Colbert both engaged with the "brat" theme in their respective ways, underscoring the generational divide in understanding contemporary pop culture.
David Hogg, a gun control activist and survivor of the Marjory Stoneman Douglas High School shooting, highlighted the significance of Charli’s tweet in mobilizing the youth vote, noting that even political figures like Nancy Pelosi are now informed about the meaning of "brat."
Despite the enthusiasm, Harris's campaign still faces significant challenges. Kelley Heyer, a TikTok creator known for her dance choreography, suggested that if Harris wants to fully embrace the "brat" persona, she should commit to key policy promises such as federal abortion protections and adopt a signature "apple green" color in her campaign materials.
In summary, while Charli XCX’s endorsement has added a burst of energy and cultural relevance to Kamala Harris’s campaign, the road ahead will require more than just viral moments to secure a win in the upcoming election.
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