@KamalaHQ on X

On July 22nd, 2024, pop singer Charli xcx tweeted “Kamala IS brat” in support of Harris’ launching campaign. Hours later, Kamala’s Twitter account acquired a lime green background with “Kamala HQ” written in the low-resolution font of Charli’s BRAT album cover. A single tweet gathered one hundred million dollars of media worth for Kamala’s campaign. In an interview, Charli described BRAT as being: “You’re just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes. Who feels herself but maybe also has a breakdown. But kind of like, parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat.” BRAT is about knowing your flaws but loving the chaos of it all. It’s about rejecting the clean expected femininity and embracing oneself’s rebellious and imperfect side. 

Now, Kamala isn’t just a quick replacement for Biden. The campaign portrays Kamala as a cool, contemporary, rebellious woman standing up for women nationwide. It’s a #bratsummer and Kamala Harris is just living in it. In fact, Kamala Harris is all the talk on Gen Z’s “FYPs”. Popular social media sites, such as TikTok, have blown up with videos featuring Kamala with songs from the album BRAT. Recently, a speech given by Kamala has become a trending term. In the video, the future president said, “My mother used to – she would give us a hard time sometimes, and she would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you.” You didn’t just get dropped here without any meaning. Everyone is on this earth with all the context, suffering, and successes that their ancestors have given them. We stand on the shoulders of those who have come before us. Memes of coconut trees have now been contributed to the support of Kamala Harris. 

Celebrity endorsements continue to be a crucial strategy within political marketing. Endorsements such as Taylor Swift, Beyonce, and other famous stars could make candidates’ campaigns go from a possible win to a certain win. Megan Thee Stallion recently sang at a campaign for Harris including her tagline, “Hotties for Harris.” She said, “Now, I know the ladies in the crowd love their bodies, and if you want to keep loving your body, you know who to vote for.” Moments before she sang her song, “Body.” Other celebrities, such as Tina Knowles, the Obamas, Quavo, Barbra Streisand, Shonda Rhimes, Sia, Lil Nas X, Cardi B, Taylor Swift, and so many others have expressed their support for Harris. 

Harris’ marketing strategy is not something to overlook. It’s modern, unconventional, witty, and relatable. Her campaign attracts young generations far and wide through internet memes, music, and celebrities. While Biden’s withdrawal may have been a shock to the country, Harris is certainly creating a name for herself in the minds of past, modern, and future voters. We know one thing for sure, Kamala IS most definitely BRAT.