Taylor Swift has officially entered her "Kamala era."
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| Taylor Swift at the 2024 MTV Video Music Awards the day after her Harris-Walz endorsement. Dimitrios Kambouris/Getty Images |
On Friday, a marketing campaign from the Democratic National Committee flooded New York’s Times Square and the Las Vegas Strip with digital billboards featuring her catchphrase, in support of Vice President Kamala Harris and her running mate, Tim Walz.
This came after Swift’s public endorsement during Tuesday’s debate between Harris and former President Donald Trump. Messages like "We’re in Our Kamala Era!" and "A New Way Forward…. Ready for It?"— a nod to Swift’s song from her Reputation album—dominated the towering billboards.
The Harris campaign has fully embraced the endorsement from the Grammy-winning superstar, recognizing the shift Swift's support has brought to the race. Harris' campaign had been selling Harris-Walz friendship bracelets for $20, and after Swift’s endorsement led to them selling out overnight, more were quickly ordered and are now available for pre-order, with proceeds benefiting the Harris Victory Fund.
Swift's endorsement, which sparked 337,826 visits to Vote.gov registration sites overnight, stunned both fans and voters alike when she, humorously referring to herself as a "Childless Cat Lady" (a playful jab at Trump’s running mate J.D. Vance), shared her support after Harris and Trump left the debate stage.
For those behind the "Swifties for Kamala" movement, the timing was ideal. "We always knew Taylor would endorse when the moment was right, as her values align with Harris and our community," said the coalition in a statement after her endorsement. "We’re eager to see the momentum she’ll bring to this campaign."
On Friday, the movement, now boasting over 3,500 active volunteers, shared with Reporter that Swift’s endorsement resulted in a 960% surge in voter registration activity through Fan Out and significantly boosted donations in the first 24 hours. Co-founder Irene Kim remarked, “Taylor has given our coalition a moral boost, which is so important for a volunteer-based group. We’re proud of our work and can’t wait to see the continued momentum.”
Much like Beyoncé allowing Harris to use her track "Freedom" from Lemonade in her campaign, Swift’s connection with her vast fanbase—Swifties—was quickly harnessed in this marketing blitz, which was organized in just a day and strategically launched ahead of the weekend, with Election Day looming just two months away.
Swift’s post reached her 283 million Instagram followers, and the ads are positioned in two of America’s busiest tourist hubs.
"As we contrast Vice President Harris’ New Way Forward with Donald Trump’s Project 2025, which would strip reproductive rights and work against families, we’re urging voters to visit IWillVote.com to explore how, where, and when to vote," DNC communications director Rosemary Boeglin told Reporter on Friday.
Swift, in her post, encouraged her followers to register to vote, with the ads doing the same via IWillVote.com.
“If you haven’t done so yet, now is the perfect moment to dive into the issues and positions that matter most to you,” Swift wrote. "I’m voting for @kamalaharris because she stands for the rights and causes that need a warrior to champion them. She’s a calm, capable leader, and I believe we can achieve more under her guidance. I’m also thrilled by her choice of running mate @timwalz, who’s long supported LGBTQ+ rights, IVF, and women’s autonomy.”
Swift’s decision to go public was motivated by a recent deepfake using AI, falsely showing her endorsing Trump. Responding to her support for the Democratic candidate, Trump told Fox & Friends, "I was never a Taylor Swift fan… She’s very liberal. She always backs Democrats, and she’ll likely face backlash for it."
The Swift ads are part of the Harris campaign's broader strategy to energize young voters. Harris launched her campaign with a “brat” summer, after Brat artist Charli XCX proclaimed on social media that “Kamala IS brat.” Harris’ official campaign X (formerly Twitter) page soon switched its banner to "kamala hq," reflecting this playful branding.
“To stand for democracy and women’s rights is incredibly important to me,” Charli said, commenting on her meme-worthy support for Harris. "I’m happy to help ensure democracy doesn’t crumble."
Recently, the DNC also flew banners over several universities, urging college football fans to "sack" Trump and reject Project 2025, targeting campuses in Philadelphia on the day of the debate.
