What Is ‘Brat Summer’? Harris Campaign’s Savvy Move to Engage Gen Z Voters

The phenomenon surrounding Charli XCX’s latest album “Brat” has unexpectedly merged with the political landscape, influencing the 2024 election narrative and capturing the attention of Gen Z voters.

What started as Charli XCX’s sixth studio album, released on June 7, 2024, evolved into a cultural movement. “Brat,” characterized by its themes of messy womanhood and unapologetic self-expression, quickly became a staple in internet sub-culture, particularly among Gen Z. Social media platforms celebrated its raw energy, initiating dances and contributing to the resurgence of “recession pop.”

The album’s cultural impact took a political turn when Vice President Kamala Harris announced her candidacy for the Democratic Party’s presidential nomination following President Joe Biden’s decision not to seek reelection. The Harris campaign strategically aligned with the Gen Z aesthetic, modeling their social media presence after popular music artists to attract younger voters. This repositioning led to the creation of KamalaHQ, a social platform popular with Gen Z, which even garnered a nod from Charli XCX herself.

Embracing the “brat summer” ethos, Harris’ campaign adopted a more playful and unfiltered strategy. This included engaging with Gen Z trends on TikTok, such as using songs like “Feminenominon” by Chappell Roan, and retooling Harris’ speeches and public persona to resonate with younger audiences. This cultural alignment led to new colloquialisms and terminology within the campaign, like “KHive” and “kaMALA” (Keep America Laughing Again), demonstrating a deep integration of internet culture into political campaigning.

Political leaders within the Democratic Party have supported Harris’ youthful rebrand, using creative endorsements inspired by her newfound image. The innovative campaign strategy emphasized humor and authenticity, qualities that many Gen Z voters find appealing and relatable, setting it apart from traditional political rhetoric.

Harris’ campaign strategy of embracing the “brat summer” culture and integrating Gen Z’s unfiltered humor may prove significant in rallying young voters, highlighting a fresh approach in the political arena.