Can Kamala win with memes, vibes and Charli xcx?

Gen Z is powering the surge in support for Harris and their content game is killer

Well before Joe Biden made the bombshell announcement that he was dropping out of the 2024 presidential race, Kamala Harris had emerged as the internet’s pick to succeed him.

Following Biden’s disastrous debate performance a hyper-online coalition of content creators from marginalised groups, left-wing progressives and Gen Zers embraced Harris, leaned into her quirky ‘crazy aunt’ behaviour and sent her viral across TikTok, Twitter/X and Instagram.

The tidal wave of support started in early July and after announcing yesterday that she’s running for the Democrat nomination, the Harris hype squad has gone into overdrive. It’s resulted in pro-Harris content dominating online platforms helping to build massive momentum around her candidacy and crucially invigorate young voters and others who were disillusioned by the prospect of a Trump versus Biden rematch.

The thousands of Harris-mania videos, memes and tweets that have racked up tens of millions of views, aren’t about the vice president’s record or political philosophy, instead they reflect Harris’ relatability and kookiness. The online enthusiasm for Harris, 59, is so vast it has the potential to transform the Democrat’s polling numbers, increase Gen Z participation, and in the instance of a vibes-based election, possibly the result in November.

Fans who are backing Harris are referring to themselves as being Kamalapilled as well as Team Coconut and the Unburdened owing to the memes that have turned her into an internet star. While that content created the groundswell of support Harris is now enjoying, there’s one post in the last 24 hours that might prove to be extremely consequential. Enter Charli xcx.

The rave-pop singer/songwriter, who’s ability to capture the mood with her album BRAT has inspired millions to indulge in a BRAT summer, tweeted “Kamala IS brat” a few hours after Harris announced she was running. The endorsement instantly upped Harris’ credibility with young people and gay men, who make up the vast majority of Charli’s fan base.

While many have mused about the impact Taylor Swift could have by backing a candidate, Charli’s support adds something much spicier. Swift is adored by millions, and hugely influential, but Charli is the moment and by branding Harris BRAT she’s helping to make her part of the zeitgeist.

Harris x BRAT content is now all over TikTok with many posting the viral Apple dance that features Kamala talking over the track.

Harris and Charli xcx had been linked before after Ryan Long, a 22-year-old college student, created an edit of Harris clips remixed with the track Von Dutch from the BRAT album earlier this month.

Whether Long’s viral video inspired Harris’ team to fully embrace BRAT is to be confirmed but when they revealed the branding for her campaign Twitter/X account yesterday they went all in on the theme. The lime green colour palette and a header from the BRAT meme generator screamed “we get it”.

Engaging with new trends and cultural movements will be key to attracting young voters in the run up to November but there’s likely a lot of mileage still to be had from the memes that catapulted Harris to where she is now. Let’s take a quick look at each one…

Coconut-maxxing

Last year at a swearing-in ceremony Harris made remarks to guests sharing an anecdote about her mother. She recalled her mom saying: “I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?”