Rock the Vote

Rock the Vote. It is a nonpartisan nonprofit organization founded in Los Angeles in 1990, dedicated to building the political power of young people in the United States. Conceived by music industry executives Jeff Ayeroff and Judy McGrath, it initially leveraged the cultural influence of MTV and popular musicians to engage a new generation. The organization is best known for its innovative use of popular culture, technology, and grassroots organizing to register millions of voters and advocate for policies that protect and expand voting access.

History

The organization was founded in 1990 by Virgin Records executives Jeff Ayeroff and Judy McGrath, with early support from artists like Madonna and Michael Stipe of R.E.M.. Its first major campaign coincided with the 1992 presidential election, famously featuring a cameo by Mick Jagger in a MTV public service announcement. Throughout the 1990s, it became a cultural fixture, partnering with shows like MTV News and launching "Choose or Lose" programming. The organization dramatically expanded its digital outreach in the 2000s, pioneering online voter registration tools and massive text messaging campaigns. Key legislative engagements include advocacy around the Help America Vote Act and opposing measures like voter ID laws. Its headquarters are in Los Angeles, with an additional office in Washington, D.C..

Mission and activities

The core mission is to increase political participation among young Americans, defined as those aged 18-29, by removing barriers to civic engagement. Its primary activity is conducting large-scale voter registration drives, often utilizing partnerships with brands like Dos Equis and platforms such as TikTok and Instagram. The organization develops digital tools, including an online registration platform and a Election Day reminder system. It also engages in public policy advocacy, focusing on issues like automatic voter registration, preregistration for 16- and 17-year-olds, and combating voter suppression. Educational initiatives include producing guides on voting by mail and hosting candidate forums, while its "Democracy Class" curriculum is distributed to schools nationwide.

Impact and controversies

The organization has registered over 15 million young voters since its founding, with notable surges during election cycles like 2008 and 2020. Its work is credited with helping to shape the youth vote as a decisive bloc in elections for presidents like Bill Clinton and Barack Obama. However, it has faced criticism from some Republican officials and conservative groups like the Heritage Foundation, who argue its activities disproportionately benefit Democratic candidates. Internal debates have occasionally surfaced regarding maintaining strict nonpartisan neutrality while advocating on issues often associated with the political left. Its partnerships with major corporations such as Google and Facebook have also drawn scrutiny regarding data privacy and the influence of big tech on democracy.

Notable campaigns and partnerships

Landmark campaigns include the "Choose or Lose" initiative with MTV in the 1990s and the "20 Million Loud" campaign for the 2012 election. It has executed high-profile collaborations with artists including Beyoncé, Bruce Springsteen, Pearl Jam, and Billie Eilish, who have headlined concert events or featured in advertisements. The "Vote for Your Power" campaign targeted Gen Z voters through platforms like Snapchat. Corporate and institutional partners have ranged from YouTube and Twitter to the National Association of Secretaries of State. A significant partnership with the William J. Clinton Foundation focused on increasing civic participation on historically black colleges and universities campuses.

Organizational structure and leadership

It operates as a 501(c)(3) nonprofit organization, governed by a board of directors that has included figures like political strategist Donna Brazile and musician John Legend. Day-to-day operations are led by a president, with Carolyn DeWitt serving in that role since 2018. The staff is organized into departments focusing on digital strategy, field organizing, communications, and policy. Funding is derived from a mix of individual donations, foundation grants from entities like the Carnegie Corporation of New York, and corporate sponsorships. The organization also maintains a connected 501(c)(4) advocacy arm, Rock the Vote Action Fund, which allows for more direct lobbying on legislation affecting voting rights.