Following Joe Biden’s decision to exit the presidential race, British musician Charli XCX tweeted “kamala IS brat,” referencing her album of the same name that celebrates a messy, party girl persona. This endorsement from a popular artist sparked enthusiasm among young, digitally-savvy Democrats. At the Democratic convention, delegates could be seen wearing “kamala” pins in the font from Charli’s album cover and “she’s so kamala” shirts, a nod to her single “360.” Even the New York delegates received a “ny dems” sticker in the style of Brat. While the younger generation embraced the reference, the older generation may need some explanation.
Foster Hoch, creative director at the New York State Democratic Party, who was responsible for developing merch for the New York delegation, notes that senior delegates have shown enthusiasm for the Brat reference, despite needing some education on what Brat actually is. Hoch explains that he tells them Brat is a music album by a popular artist and that Kamala’s team is playing off of it. Once they understand this connection, they love it. Overall, older delegates have been receptive to the Brat theme, indicating a broad appeal across generations within the Democratic Party.
The Brat theme at the Democratic convention showcases the influence of popular culture in politics, highlighting the fusion of music, fashion, and political messaging. Charli XCX’s endorsement of Kamala Harris adds a contemporary edge to the traditional political landscape, resonating with younger voters and energizing the party base. The use of Brat imagery on merchandise and stickers creates a sense of unity and excitement among delegates, bridging the gap between different age groups and embracing a fresh, modern approach to campaigning.
The Brat theme’s success in engaging both young and older delegates at the Democratic convention underscores the power of cultural references in political communication. By tapping into current music trends and connecting with a diverse audience, the Kamala Harris campaign effectively leveraged Charli XCX’s album to create buzz and generate enthusiasm. Through a creative mix of art, fashion, and politics, the Brat theme captured the attention of a wide range of voters, showcasing the Democratic Party’s ability to adapt to changing demographics and appeal to new generations of supporters.
Overall, the incorporation of the Brat theme at the Democratic convention reflects a strategic approach to connecting with voters across age groups and cultural backgrounds. By embracing popular culture and leveraging the influence of artists like Charli XCX, the Kamala Harris campaign successfully engaged young Democrats while also resonating with senior delegates. The use of Brat imagery on merchandise and promotional materials created a sense of unity and excitement within the party, demonstrating the power of creative messaging in political campaigns. As the election season progresses, this fusion of music, fashion, and politics may continue to play a key role in shaping the Democratic Party’s outreach strategies and messaging efforts.
