Kamala Harris has recently revitalized her campaign’s digital strategy by embracing a viral trend linked to Charli XCX’s album, “Brat.” The Vice President, at 59, has infused her social media platforms with playful references to the album, rebranding her TikTok and Instagram accounts to “Kamala HQ.” This shift in branding coincided with Charli’s tweet, “kamala IS brat,” which came shortly after President Joe Biden announced his withdrawal from the presidential race and endorsed Harris as his successor.
In the past week, Harris has seized the opportunity presented by Charli’s endorsement, showcasing a vibrant lime green image reminiscent of the “Brat” album cover across her social media. “Brat,” Charli’s critically acclaimed sixth studio album, released on June 13, has ignited a wave of memes, dances, and fashion trends. Charli’s tweet about Harris has garnered impressive engagement, with 55,000 retweets, 332,000 likes, and 53.5 million views.
The term “brat,” as explained by Charli, embodies a spirit of indulgence and rebellion. In her own words, she describes “brats” as individuals who are a bit wild, enjoy partying, and aren’t afraid to say something silly. The album features 15 tracks, with a deluxe edition adding three more, and its cover art—a striking lime green square with the word “brat” in pixelated Arial font—has become iconic.
During a recent interview, Charli elaborated on the concept of being a “brat.” She described it as embodying a carefree, messy persona that embraces both joy and vulnerability. “You’re just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes,” she explained. This candid portrayal resonates with many, especially in the context of Harris’s campaign.
Charli’s album has made a significant impact on the charts, debuting at number two on the UK Albums Chart and number three on the Billboard 200 in the U.S. The album’s success, with 77,000 album-equivalent units sold in its first week, marks a milestone for Charli, showcasing her ability to connect with audiences.
The “Brat Summer” trend has taken off on TikTok, with countless creators embracing the album’s aesthetic and themes. As calls for President Biden to step aside intensified, Harris’s supporters have ramped up their efforts, creating videos that pair her speeches with tracks from Charli’s album. One particularly popular clip features Harris recounting a story about her late mother, Shyamala Gopalan Harris, at a White House event, which has been widely shared and remixed.
Harris’s campaign has effectively capitalized on Charli’s endorsement, with her social media accounts adopting the vibrant lime green aesthetic associated with the “Brat” album. This strategic move aims to resonate with younger voters, who are increasingly drawn to the playful and relatable image Harris is cultivating.
The coconut tree meme, originating from a speech Harris gave in May 2023, has also gained traction. In that speech, she quoted her mother, saying, “I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?” This phrase has become a rallying cry for her supporters, who have embraced the coconut emoji as a symbol of their backing for Harris.
As the campaign progresses, the intersection of pop culture and politics continues to shape Harris’s image. The “brat” theme, characterized by its vibrant colors and self-aware messaging, has become a cornerstone of her outreach strategy. By aligning herself with Charli XCX’s brand, Harris is positioning herself as a relatable and modern candidate, appealing to a demographic that values authenticity and connection.
The embrace of the “brat” aesthetic is not just a superficial branding exercise; it reflects a deeper understanding of the cultural landscape. Harris’s campaign is actively engaging with the younger electorate, who are often disillusioned with traditional political messaging. By adopting a more playful and approachable tone, Harris is attempting to bridge the gap between politics and the everyday experiences of young voters.
In a world where social media can dictate political narratives, Harris’s ability to harness viral trends is a testament to her campaign’s adaptability. The combination of Charli XCX’s endorsement and the coconut tree meme has created a unique synergy that could prove pivotal in the upcoming election.
As the campaign unfolds, it will be interesting to see how Harris continues to leverage pop culture to connect with voters. The “brat” theme, with its emphasis on fun, rebellion, and authenticity, may very well define her candidacy as she seeks to secure the Democratic nomination.
In conclusion, Kamala Harris’s alignment with Charli XCX’s “Brat” album and the subsequent viral trends have breathed new life into her campaign. By embracing a playful and relatable image, Harris is positioning herself as a candidate who understands the concerns and aspirations of younger voters. As the political landscape evolves, the intersection of pop culture and politics will undoubtedly play a crucial role in shaping the future of Harris’s campaign.
Source: Various News Outlets
