Two days after Kamala Harris launched her presidential campaign, the headlines surrounding the Democratic candidate were focused less on her policy and platform and more on the music she was using to connect with voters. The pop superstar Beyoncé had granted Team Harris the use of her powerful song "Freedom," setting the tone for a campaign designed to reinvent Harris for a younger electorate as she prepares to take on Republican nominee Donald Trump in November.

Beyoncé's blessing came swiftly, allowing Harris to enter her campaign headquarters in Delaware for the first time, accompanied by the rousing anthem from her 2016 Lemonade visual album. The song gained renewed significance in 2020, serving as a rallying cry during nationwide protests in the aftermath of George Floyd's tragic death at the hands of the police.

The powerful track has now become the definitive theme of Harris' campaign, symbolizing the fight for freedom and the desire to build a brighter future. It has been prominently featured in a new Harris-Walz ad that kicked off the 2024 Democratic National Convention. With actor Jeffrey Wright narrating the ad, the music blares in the background as he poses the question: "What kind of America do we want?"

The campaign strategically utilized popular artists like Charli XCX to further engage with the younger generation. A tweet from Charli XCX stating "Kamala IS Brat" garnered millions of views within hours. The campaign seized the opportunity, incorporating the Brat album's lime green background into their campaign logos.

Harris' musical preferences lean towards hip-hop and R&B, as she admitted in a conversation with her running mate, Tim Walz. While Walz enjoys artists like Depeche Mode, Harris connects with the electrifying energy of hip-hop icons like Prince. This musical taste reflects her diverse background as the daughter of an Indian mother and Jamaican father.

At her campaign rallies, Harris' playlist comprises a vibrant mix of music, ranging from Migos to Rihanna's "We Found Love" and Nicki Minaj to Lauryn Hill's "Doo Wop (That Thing)." This eclectic selection pays homage to the music Harris grew up with while also resonating with younger voters.

In contrast, President Trump's campaign rallies feature classic American songs from past decades, aimed at evoking nostalgia and a sense of longing for simpler times. The analysis of campaign songs in Minnesota and Wisconsin revealed that Trump's campaign favors white, male artists and rock music, whereas Harris' campaign leans towards Black, female artists and pop music.

As the 2024 election looms, the importance of attracting the youth vote cannot be underestimated. A study by the Center for Information and Information on Civic Learning at Tufts University has shown that a significant portion of the Gen Z electorate, including youth of color, can have a major impact on the outcome of the election.

The contrasting musical choices of the two campaigns reflect their strategies to resonate with their target audiences. Harris' music embraces the energy and diversity of America in 2024, while Trump's selections tap into sentiments of nostalgia and patriotism.

As the campaign trail unfolds, it will be interesting to see how these musical choices continue to shape the narrative and engage voters across the country. Regardless, it is evident that music plays a significant role in capturing the spirit and enthusiasm of political campaigns in today's digital age.