Maya Jabbari – Staff Writer

We’ve all heard about, or  had, a “Brat summer”. And yes, we can all embrace the coolness of “Brat” and continue to enjoy pointing at lime green things and calling them “Brat”, but we should dive deeper into not only the impact of the album itself, but what it has been doing for the democratic party’s presidential candidate, Kamala Harris. 

Kamala Harris’ campaign has received an unexpected rush of support because of the British pop star Charli xcx’s album Brat. This mix of pop culture and politics has created a unique momentum for Harris’s campaign that we’ve never seen before in other U.S. presidential candidates, specifically because of its impact among younger voters. This phenomenon raises intriguing questions about the intersection of entertainment and political engagement in the digital age. 

The problem facing many political campaigns is the challenge of connecting with younger voters and generating genuine enthusiasm. An article written by PBS News writer, Christine Fernando, writes, “Youth-led progressive organisations have warned for months that Biden had a problem with young voters, pleading with the president to work more closely with them to refocus on the issues most important to younger generations or risk losing their votes. With Biden out of the race, many of these young leaders are now hoping Harris can overcome his faltering support among Gen Z and harness a new explosion of energy among young voters.” Traditional methods of outreach like rallies, ads, posters, etc. often fall flat, leaving candidates struggling to bridge the generational gap. At the very beginning, Harris’ campaign initially faced similar hurdles, with concerns about relatability and appeal to the youth demographic. However, Harris’ social media presence began to find its footing when Brat gained popularity and people started to connect the two, making her campaign find unexpected support across platforms.

“Youth-led progressive organisations have warned for months that Biden had a problem with young voters, pleading with the president to work more closely with them to refocus on the issues most important to younger generations or risk losing their votes. With Biden out of the race, many of these young leaders are now hoping Harris can overcome his faltering support among Gen Z and harness a new explosion of energy among young voters.”

Christine Fernando, PBS News writer

Charli xcx’s album Brat, released in June 2024, quickly became a cultural touchstone, particularly among some Gen Z. The album’s themes of authenticity, vulnerability, and unapologetic self-expression have resonated strongly with its audience. When Charli xcx tweeted “kamala IS brat,” it sparked a viral movement on social media. Brat’s distinctive lime-green aesthetic and blurred Arial font was swiftly reappropriated by Harris’ team who capitalised on this momentum. This rapid embrace of the trend demonstrated an agility and cultural awareness that many young voters not only found refreshing, but one that resonated with them in a political campaign.  

Social media platforms have been flooded with Brat-inspired Harris memes, remixes, and edits, often set to tracks from the album. This user-generated content has created a grassroots digital movement, amplifying Harris’s message and personality in ways traditional campaigning could not achieve. The memes have highlighted Harris’ sillier moments, showing her laughter and memorable quotes like: “You think you just fell out of a coconut tree?” This  presents her in a limelight that appeals to younger voters since Harris is now adding more fun, relatability, and authenticity to the campaign, countering the often formal nature of political discourse. 

“You think you just fell out of a coconut tree?”

Kamala Harris

In a nutshell, the unexpected Brat-ification of Kamala Harris marks a special moment in political history. This link people have created demonstrates the power of pop culture in influencing political engagement and cultural relevance in modern campaigning. While the long-term impact of this phenomenon remains to be seen until all the votes are in, it has undeniably given a breath of fresh air to political campaigning itself, and redefined creating conversations about political participation among younger voters.