CHICAGO – This week’s Democratic National Convention will showcase stars like Julia Louis-Dreyfus, John Legend, Octavia Spencer, Leon Bridges, and Prince Royce, driven by a recent study from Harvard University revealing that celebrities and influencers significantly impact voter behavior.

According to Ashley Spillane, the lead researcher of the study and a former leader at Rock the Vote, “This is just how our information ecosystem works now.”

Celebrity endorsements often persuade consumers to make choices about brands, and applying this concept to politics is a natural progression, Spillane explained.

Both Democratic and Republican parties strategically engage celebrities to connect with potential voters. Last month at the Republican National Convention, prominent figures like Hulk Hogan, Kid Rock, and Jason Aldean made appearances. Celebrities can influence voter registration, endorse candidates, and help with fundraising, all through their platforms.

This year, Republicans expressed concern regarding a powerful potential endorsement from Taylor Swift, who has supported some Democratic candidates in her home state of Tennessee and has publicly criticized Republican nominee Donald Trump.

Trump commented in July on a star-studded rally hosted by Vice President Kamala Harris, which featured performances by rappers Megan Thee Stallion and Quavo.

On his TruthSocial account, Trump remarked, “I don’t need concerts or entertainers, I just have to MAKE AMERICA GREAT AGAIN!!!” His remarks followed performances by Kid Rock, Lee Greenwood, and Brian Kelley at the RNC in Milwaukee, where he accepted the party’s presidential nomination.

For her study, Spillane spoke with 15 managers, publicists, advisors, and celebrities, which included insights from figures like Swift, Hailey Bieber, David Dobrik, Billie Eilish, Trevor Noah, Kerry Washington, and Questlove.

Although some polling data suggests that individuals claim they aren’t swayed by celebrity opinions in politics, Spillane’s study found substantial evidence that these voices hold significant influence.

Following an Instagram post by Swift last fall, over 30,000 individuals registered to vote through Vote.org during National Voter Registration Day, with many being first-time voters. The states with the highest registration rates included Texas, California, New York, Illinois, and Florida.

Experts suggest that celebrities can have a significant impact on motivating first-time voters, even if they remain neutral in partisan politics, by guiding them on how to register and vote. Many young people often shy away from voting due to a lack of understanding of the process.

Concerns about youth voter turnout have been persistent, as millions of eligible young voters frequently abstain from participating: only about 48% of eligible voters aged 18-29 voted in the 2020 election, compared to around 73% of those aged 65-74. In 2016, just about 40% of young people cast their ballots.

Fans of Swift noted that while they don’t follow her endorsements blindly, her success and artistry lend credibility to her opinions.

“When someone registers 30,000 voters at once, it undeniably influences the outcome,” stated Andrea Hailey, CEO of the nonpartisan organization Vote.org, speaking to YSL News earlier this year.

While endorsing candidates may risk alienating some fans, Spillane asserts that many view these endorsements as a logical extension of the celebrity’s personal brand. Taylor Swift, for instance, often addresses issues like sexism and the importance of being both kind and assertive in her music.

According to an expert from the Harvard Kennedy School’s Program for Democratic Governance and Innovation, celebrities have the potential to encourage individuals to engage with politics by demonstrating that it is socially acceptable to take an interest in political matters.

Additionally, she mentioned that individuals who participate in elections can become influential themselves, as politicians are more likely to pay attention to those who vote.

“To be someone that candidates take seriously, you need to be on the voter registration list,” she emphasized.