Rock the Vote explained

Rock the Vote
Founded Date:1990 in Los Angeles[1]
Location:Washington, D.C., United States
Area Served:United States
Focus:Voter registration, youth voting
Method:Online mobilization, field organizing, entertainment community

Rock the Vote is a nonpartisan[2] non-profit organization in the United States. Through registering new young voters, the group aims to "channel the energy among young people around racial, economic, and health justice into one of the most powerful actions they can take: voting."[3]

The organization was founded in 1990 by Virgin Records America Co-Chairman Jeff Ayeroff to encourage young Americans to vote.[4] It is geared toward increasing voter turnout among voters ages 18 to 24.[5] [6] Rock the Vote is known for its celebrity spokespeople and its partnership with MTV.[7]

History

Rock the Vote was founded in 1990 by Jeff Ayeroff with Virgin America co-chair Jordan Harris and Virgin executive Beverly Lund. Later, they hired Jodi Uttal and then Steve Barr, a campaign worker and political fundraiser, who became co-founders for their contribution to Rock the Vote.Initially, Rock the Vote delivered its voter registration message by staffing tents at music festivals and concerts.[8] [9]

In 1991, their message was broadcast on MTV with Madonna's Rock the Vote Public Service Announcements (PSA) where she literally wrapped herself in the American flag.[10] That same year, Barr, on behalf of Rock the Vote, testified before congress to support pending voter registration legislation.[11]

Rock the Vote supported the National Voter Registration Act of 1993, commonly referred to as the "motor voter" bill, which expanded access to voter registration. It was signed into law by President Bill Clinton. The law requires state governments to offer voter registration opportunities to any eligible person who applies for or renews a driver's license or public assistance.[12]

In 1996, Rock the Vote created the first telephone voter registration system, 1-800-REGISTER, followed by the first online voter-registration system, NetVote, later that year.[13]

"We supported Rock the Vote", said Radiohead's Thom Yorke, "but – because of the way the whole political system works – it does seem rather odd to be choosing between one unworkable, outdated system and another. We need to go beyond that – because, at the moment, it's just Cowboys and Indians".[14]

With CNN, Rock the Vote organized "America Rocks the Vote", a 2003 Democratic presidential candidates forum at Faneuil Hall in Boston.[15]

Rock the Vote has expressed support for a public health insurance option.[16] It signed on to Health Care for America NOW!, a progressive political coalition that supported passage of the Affordable Care Act. In 2009, Rock the Vote ran a campaign encouraging people to refuse to have sex with those who opposed what they regarded as a reform of American health care.[17]

During the 2004 presidential election, Rock the Vote drew criticism from Republican Party officials such as Republican National Committee chairman Ed Gillespie for sending a mock draft notice to over 600,000 e-mail addresses. The message included the words "Selective Service System" and read "You are hereby ordered for induction into the Armed Forces of the United States, and to report to a polling place near you" on November 2 (Election Day). The Rock the Vote logo and a facsimile of Secretary Donald Rumsfeld's signature appeared at the bottom of the message. In addition, Rock the Vote created public service announcements featuring the subject of the draft.[18] [19] Besides making the PSAs available to large cable systems, they paid to run them on a random sample of small cable systems where they could measure the effects. Turnout was three percentage points higher among 18- to 19-year-olds in these sample areas than in the control group covered by other similar small cable systems; there was less effect above age 22.[20]

According to the Los Angeles Times, Rock the Vote experienced financial problems in the aftermath of the 2004 election. It emerged from the election $700,000 in debt, and its president resigned in summer 2005 "amid disagreements about the organization's direction".[1] In 2008, Rock the Vote's youth vote registration drive resulted in 2.6 million young voters registered.[21]

In November 2012 and 2013 Rock the Vote experimented with Facebook ads to encourage voter turnout by telling people the number of days remaining until the election and which of their friends "liked" the countdown. The ads were shown to over 400,000 adults, randomly selected from a base over 800,000. Rock the Vote had helped many of them register. The ads did not increase turnout in the experimental group, compared to the control group who did not get the ads.[22] In 2012 they also experimented with text message reminders to 180,000 people who had provided their mobile numbers. Texts the day before the election raised turnout six tenths of a percentage point, while texts on election day lowered turnout.

In advance of the 2014 elections, Rock the Vote released a video titled "Turn Out For What". It was a parody of Lil Jon and DJ Snake's song "Turn Down for What".[23] The video sought to encourage youth voter turnout and featured reproductive rights, marijuana legalization, global warming, LGBT rights, student debt, gun control, and deforestation as reasons why young Americans might want to vote.[24] The video was criticized for having a disproportionate representation of left-wing political issues.[25] The video was also criticized because several of the celebrities who appeared in it, including Lena Dunham, Whoopi Goldberg, Natasha Lyonne, and Darren Criss, had not voted in the previous midterm election.[26]

The day after the 2016 US presidential election, Rock the Vote President and Executive Director Carolyn DeWitt issued a statement on behalf of the organization expressing disappointment with the election of Donald Trump and Republican Party congressional victories, writing "This is a jarring day for Millennial voters, who voted overwhelmingly for Secretary Clinton and for progressive candidates down the ticket...we woke up this morning with full hearts and piercing focus, not just on the next national election in two short years, but on putting the needs of young Americans, people of color and others feeling under siege, front and center for our new president and the 115th Congress".[27] In 2019, DeWitt spoke out in favor of abolishing the United States Electoral College.[28]

Democracy Class

Rock the Vote: Democracy Class is a program put on by Rock the Vote. It is designed to educate high school students about voting, elections, and governance. The lesson plan uses music, pop culture, video, classroom discussion, and a mock election to teach young Americans about elections.[29] [30] On Democracy Day 2011, teachers in all 50 states committed to teaching Democracy Class in more than 1,100 classrooms.[29] High school students in Democracy Classes participate in mobile polls that assess their viewpoints on public policy issues.[31]

Brands for Democracy

Corporate contributors and partners provide financial support, employee volunteers, releasing limited edition voting merchandise, in-app registration, rideshares, space for in person voter registration or other in-kind contributions. This includes Chicago Sky (WNBA team),[32] Comedy Central,[33] Cox Enterprises (including subsidiaries Autotrader, Kelley Blue Book and Cox Homelife),[34] Cricket Wireless,[35] Doordash,[36] Foot Locker (includes Foot Locker, Champs Sports, Footaction, and Eastbay),[37] Fossil,[38] Gap Inc. (Old Navy, Gap, Banana Republic, Athleta, Intermix, Janie and Jack, and Hill City brands),[39] Hulu,[40] Kate Spade,[41] Lyft,[42] Macy's, Snapchat, Spencer's[43] , The Los Angeles Lakers,[44] Tommy Hilfiger,[45] Uber, VH1,[33] WarnerMedia (including HBO),[46] Yelp,[47] Yum! (operates the brands KFC, Pizza Hut, Taco Bell, and The Habit),[48] and Zumiez.[49]

Athletes Rock the Vote

Athletes Rock the Vote is a program developed by Rock the Vote to partner with sports organizations and individual players to raise awareness and promote voter registration education. This has been accomplished through Public Service Announcements,[50] [51] apparel with graphics messaging, and club and stadium messaging, as well as social media posting.[52] [53]

Partners include the Golden State Warriors,[52] NFL,[54] [55] [56] WNBPA,[57] [58] [59] Pittsburgh Steelers,[60] [61] Los Angeles Rams,[62] Atlanta Falcons,[63] [64] [65] Minnesota Vikings,[66] Baltimore Ravens,[67] New England Patriots,[68] [69] San Francisco 49ers,[70] [71] Chicago Sky,[72] [59] Los Angeles Lakers,[73] [74] WNBA,[58] [75] and Pac-12 Conference.[76]

Hoopers Vote and Kickoff The Vote initiatives were designed to rally professional basketball and football communities to take action for the 2020 US elections.[77] [78] [79]

Celebrity spokespeople

This is a partial list of celebrities who have appeared in public service announcements for Rock the Vote.

External links

Notes and References

  1. News: Duhigg. Charles. Rock the Vote Is Stuck in a Hard Place. 23 April 2015. Los Angeles Times. February 7, 2006.
  2. Web site: June 20, 2024 . IRS Tax Exempt Organization Search . The Internal Revenue Service.
  3. News: Falconer . Rebecca . Rock the Vote event highlights women's suffrage in push to register new voters . 23 August 2023 . Axios . August 31, 2020.
  4. News: Contrera. Jessica. Lil Jon and Lena Dunham team up to take on what Madonna and Chuck D pioneered. April 23, 2015. Washington Post. October 7, 2014.
  5. News: Lurie. Stephen. Millennial turnout is crucial. Too bad pols have no idea what young Americans care about.. April 23, 2015. Washington Post. October 31, 2014.
  6. News: Beaucar Vlahos. Kelley. Youth Activist Groups Target Voter Turnout. April 23, 2015. Fox News. December 11, 2003.
  7. News: Siegel. Benjamin. Rock the Vote Gets Angry in New Ads. April 24, 2015. ABC News. October 3, 2014.
  8. Web site: Browne. David . The Gathering of the Tribes music festival . 2023-05-15 . EW.com . en.
  9. Goldberg . Michael . 1992-04-30 . Lollapalooza Hits the Road Again with Chili Peppers, Pearl Jam . 2023-05-15 . Rolling Stone . en-US.
  10. Web site: 2020-10-29 . Rock the Vote: How the Music Industry Built a Youth Voting Movement . 2023-05-15 . Pitchfork . en-US.
  11. Web site: Voter Registration Procedures C-SPAN.org . 2023-05-15 . www.c-span.org.
  12. Book: Cloward. Richard. Pivin. Frances Scott. Why Americans Still Don't Vote: And why Politicians Want it that Way. 2000. Beacon Press. 9780807004494. 247. registration.
  13. News: Flanagin. Jake. Here's Why You Should Turn Out and Rock the Vote. 23 April 2015. New York Times. October 9, 2014.
  14. Caitlin . Moran . Caitlin Moran . Everything was just fear. . . July 1997 . 86.
  15. News: CNN, Rock the Vote to co-sponsor Democratic candidate forum. 23 April 2015. CNN. October 1, 2003.
  16. Book: Mattera. Jason. Obama Zombies: How the Liberal Machine Brainwashed My Generation. 2010. Simon and Schuster. 9781439172094. 154.
  17. News: Rock the Vote Asks Supporters to Withhold Sex to Pass Health Care Reform. 23 April 2015. Fox News. December 21, 2009.
  18. Rock The Vote, MTV Irk GOP. 23 April 2015. Billboard Magazine. November 2, 2004.
  19. Sisto. Christine. Rock the Democratic Vote. 23 April 2015. National Review. October 16, 2014.
  20. Donald P. Green. Lynn Vavreck . Green . Donald P. . Vavreck . Lynn . 2008 . Analysis of Cluster-Randomized Experiments: A Comparison of Alternative Estimation Approaches . Political Analysis . en . 16 . 2 . 138–152 . 10.1093/pan/mpm025 . 1047-1987.
  21. News: McGuirt. Mary. Young Black Turnout a Record in 2008 Election. 23 April 2015. ABC News. July 21, 2009.
  22. Book: Green, Donald P. . Get out the vote : how to increase voter turnout . 978-0815725688 . Third . Washington, D.C. . 97–98, 101, 120–121 . 922072845. 2015.
  23. Kreps. Daniel. Lena Dunham, Lil Jon Team for Rock the Vote's 'Turn Out for What' Video. 24 April 2015. Rolling Stone. October 7, 2014.
  24. News: Peligri. Justin. Lil Jon and Lena Dunham 'Turn Out' in new Rock The Vote video. 24 April 2015. CNN. October 7, 2014.
  25. News: 'Rock the Vote' celebrities called out for not voting in last mid-term election. 24 April 2015. ABC News. November 4, 2014.
  26. News: Lombardi. Ken. Some Rock The Vote midterm PSA stars didn't vote in last midterm. 24 April 2015. CBS News. November 3, 2014.
  27. Web site: Rock the Vote Responds to 2016 Presidential Election Results. Rock the. Vote. 9 November 2016. Medium.
  28. News: Bonn . Tess . Rock the Vote President calls for dismantling of electoral college . 27 August 2019 . The Hill . March 21, 2019.
  29. Rothberg. Peter. Democracy Class. 6 February 2015. The Nation. March 22, 2012.
  30. News: Ramesh. Indu. Rock the Vote campaigns to spark young voters. 6 February 2015. Duke Chronicle. August 26, 2010.
  31. News: Johnson. Lauren. Mobile is key to connecting with young voters: Rock the Vote. 6 February 2015. Mobile Marketer. March 2, 2012.
  32. Web site: Beyond Sport . 2023-01-23 . www.beyondsport.org.
  33. Web site: 2020-09-18 . MTV, Comedy Central And VH1 Join Last Minute Push To Register Florida's Returning Citizens . 2023-01-23 . WLRN . en.
  34. Web site: Rock the Vote, Cox Announce Partnership . Cox Enterprises.
  35. Web site: Your vote is your voice. Use it. . 2023-01-23 . Newsroom Cricket Wireless . en.
  36. Web site: DoorDash delivers voter registration kits to your home . 2023-01-23 . Engadget . 18 July 2019 . en-US.
  37. Web site: Foot Locker, Inc.'s U.S. Family of Brands Encourage Gen Z Voters to 'Rock the Vote' .
  38. Web site: Tarlton . Amanda . 40 brands that are encouraging people to vote in the 2020 election . 2023-01-23 . USA TODAY . en-US.
  39. Web site: Gap Launches Fall 'Stand United' Campaign – a Tribute to Individuals United by Humanity for Equality . 2023-01-23 . Gap Inc. . en-us.
  40. Web site: Press . Hulu . 2020-10-07 . Hulu Brings Election 2020 to Millions of Viewers, Expanding Live Election Coverage to On-Demand Hulu Subscribers . 2023-01-23 . Hulu . en.
  41. Web site: Brands jump into voting conversation, but consumers say efforts don't affect buying decisions . 2023-01-23 . www.bizjournals.com.
  42. Web site: Lekach . Sasha . 2020-09-15 . What apps like Snapchat, Uber, and Lyft are doing to get out the vote . 2023-01-23 . Mashable . en.
  43. Web site: Altomare . Flynn . Vote Like Your Life Depends on It with Spencer's! - The Inspo Spot . 2023-01-23 . en-US.
  44. Web site: Lakers and Rock the Vote Announce Partnership . 2023-01-23 . www.nba.com . en.
  45. Web site: Garner . Stephen . 2020-09-30 . TOMMY HILFIGER TEAMS UP WITH ROCK THE VOTE . 2023-01-23 . MR Magazine . en-US.
  46. Web site: Voter Engagement . 2023-01-23 . WarnerMedia . en.
  47. Web site: yelp-20201231 . 2023-01-23 . www.sec.gov.
  48. Web site: LET YOUR VOICE BE HEARD .
  49. Web site: Zumiez Standup and Rock the Vote Zumiez . 2023-01-23 . www.zumiez.com.
  50. Web site: Basketball Legends, Current NBA and WNBA Stars, Coaches, Media Personalities, and Super Fans Team Up with ROCK THE VOTE to Launch the HOOPERS VOTE Initiative and HoopersVote.org . 2023-05-12 . Los Angeles Sparks . en.
  51. Web site: WNBPA's voting initiatives continue work of 19th Amendment a century later . 2023-05-12 . www.yahoo.com . 20 August 2020 . en-US.
  52. Web site: 2018-11-05 . 'I am a voter': How NBA players from LeBron to KD are making an impact . 2023-05-12 . ESPN.com . en.
  53. Web site: Athletes Rock the Vote - Civic Education . 2023-05-12 . Rock the Vote . en-US.
  54. Web site: Panthers, Falcons don 'Rock the Vote' shirts ahead of 'Thursday Night Football' game . 2023-05-12 . NFL.com . en-US.
  55. Web site: NFL launches voting initiative 'NFL Votes' . 2023-05-12 . NFL.com . en-US.
  56. Web site: NFL Votes Enters Its Third Season promoting League-Wide Voter Education, Registration and Activism NFL Football Operations . 2023-05-12 . operations.nfl.com. 4 August 2022 .
  57. Web site: PRESS RELEASE: WNBPA & Rock the Vote Announce New Partnership – WNBPA . 2023-05-12 . wnbpa.com.
  58. Web site: Spencer . Christian . 2021-06-17 . Rock the Vote partners with the WNBA, others, to spread awareness of 'Freedom to Vote' . 2023-05-12 . The Hill . en-US.
  59. Parity . Parity and HEARTLENT Group team up for NFT collection benefiting the WNBPA and Rock The Vote . 2023-05-12 . www.prnewswire.com . en.
  60. Web site: Encouraging all to use their voice . 2023-05-12 . www.steelers.com . en-US.
  61. Web site: NFL launches NFL Votes . 2023-05-12 . www.steelers.com . en-US.
  62. Web site: Rams Partner With Rock the Vote to Empower LA Community . 2023-05-12 . spectrumnews1.com . en.
  63. Web site: atlutd . On Anniversary of Voting Rights Act, Rock the Vote, AMB Sports and Entertainment, Atlanta Public Schools, and The New Georgia Project Team Up to Launch Democracy Class Atlanta Atlanta United FC . 2023-05-12 . atlutd . en.
  64. Web site: Official Website of the Atlanta Falcons Football Club . 2023-05-12 . www.atlantafalcons.com . en-US.
  65. Web site: Rock The Vote APS Pep Rally . 2023-05-12 . Mercedes Benz Stadium . en-US.
  66. Web site: BARRY WILNER. Associated Press . 2020-08-06 . NFL partners with three organizations to get out the vote . 2023-05-12 . San Diego Union-Tribune . en.
  67. Web site: Rock the Vote with the Baltimore Ravens . 2023-05-12 . www.baltimoreravens.com . en-US.
  68. Web site: eroman@repub.com . Elizabeth Román . 2020-10-21 . New England Patriots, DA team up to encourage voter turnout . 2023-05-12 . masslive . en.
  69. Web site: Official New England Patriots News and Analysis . 2023-05-12 . www.patriots.com . en-US.
  70. Web site: Sanchez . Derrick . 2020-09-29 . San Francisco 49ers Convene Multilateral Partnership to Drive Voter Awareness and Turnout in Upcoming Election . 2023-05-12 . Levi's® Stadium . en-US.
  71. Web site: 49ers Convene Multilateral Partnership to Drive Voter Awareness . 2023-05-12 . www.49ers.com . en-US.
  72. Web site: Beyond Sport . 2023-05-12 . www.beyondsport.org.
  73. Web site: Lakers and Rock the Vote Announce Partnership . 2023-05-12 . www.nba.com . en.
  74. Web site: Burchardt . Damian . 2022-09-20 . Lakers Partner With Rock The Vote To Help Young Fans Register & Cast Ballot On 2022 Election Day . 2023-05-12 . Lakers Nation . en-US.
  75. Web site: Galligan . Rachel . 2020-09-24 . WNBA Players Team Up With Rock The Vote to Launch Hoopers Vote Initiative . 2023-05-12 . HERO Sports . en-US.
  76. Web site: Pac the Polls: Voting Info Toolkit via Rock the Vote . 2023-05-12 . pac-12.com . en.
  77. Web site: 2020-09-24 . WNBA leads way for 'hoopers' voting campaign . 2023-05-12 . ESPN.com . en.
  78. Web site: Aldridge . David . 'We are the future': Hoopers Vote uses NBA and WNBA players to push young voters . 2023-05-12 . The Athletic . en.
  79. Web site: Ayala . Erica L. . WNBPA Gets Into The NFT Game With Hoopers United Genesis Drop . 2023-05-12 . Forbes . en.
  80. Web site: April 14, 2008 . Against Me! Rocks the Vote . March 1, 2022 . Rock the Vote . en-US.
  81. Web site: https://web.archive.org/web/20081208080001/http://www.blog.rockthevote.com/labels/Buckethead.html . December 8, 2008 . dead . Rhymefest at Wilberforce and University of Cincinnati . rockthevote.com . September 29, 2008 . November 28, 2017.
  82. Web site: Glee's Darren Criss and KIIS FM join Rock the Vote in Launching National "Democracy Day". Rock the Vote. March 23, 2011. September 27, 2011. dead. https://web.archive.org/web/20110515060738/http://www.rockthevote.com/about/press-room/press-releases/glees-darren-criss-and-kiis.html. May 15, 2011. mdy-all.
  83. Web site: Miley Cyrus and Her New Hair Encourage You to Vote in This Year's Election. Exton . Emily . September 19, 2012. Popdust. July 11, 2014.
  84. News: Kara. Nichols. Celebrities rally voters. July 18, 2008. September 21, 2004. Daily Trojan. https://archive.today/20130102004839/http://www.accessmylibrary.com/search/?q=U.%20Southern%20California:%20Celebrities%20rally%20voters%20at%20USC.. January 2, 2013. live.
  85. Web site: Rock The Vote . May 15, 2023 . Today In Madonna History . May 15, 2023 . https://web.archive.org/web/20230515173212/https://todayinmadonnahistory.com/tag/rock-the-vote/ . live .
  86. Web site: 1990 ROCK THE VOTE ANTHONY KIEDIS RED HOT CHILI PEPPERS PSA . . August 21, 2013 . June 17, 2016 . https://web.archive.org/web/20160312080425/https://www.youtube.com/watch?v=iUu-lzVWuhE . March 12, 2016 . live.
  87. Web site: Top40-charts.com . Paul van Dyk's 'Politics of Dancing 2' : Live at Central Park August 20th . 26 March 2009 . 18 August 2005.
  88. Web site: Rock the Vote on Twitter. Twitter. 2016-04-22.
  89. Fischer . Lauren Alexis . February 9, 2016 . Kendall Jenner Channels Rosie The Riveter In Rock The Vote Campaign . . February 9, 2016 . February 10, 2016 . https://web.archive.org/web/20160210093607/http://www.harpersbazaar.com/fashion/models/news/a14119/kendall-jenner-rosie-the-riveter-rock-the-vote/ . live .

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