Jay-Z to become face of Election 2010
Jay-Z Urges Young Voters to Make History Again in New HeadCount PSA
With the midterm elections just three weeks away, a familiar voice is calling on young Americans to head to the polls. Jay-Z has partnered with the non-partisan organization HeadCount for a new public service announcement encouraging voter participation. The 30-second spot, which premiered on October 12, features footage from the rapper’s headlining performance at the Bonnaroo Music & Arts Festival in Manchester, Tennessee, on June 12, 2010. In the PSA, Jay-Z addresses a massive crowd, thanking them for making voting history in 2008 and urging them to continue fighting for what they believe in.
“Our generation changed the world, it never happened before,” Jay-Z says in the ad. “We absolutely changed the world. We changed the world. So it just goes to show anything is possible. Fight for what’s right, fight for what you believe in and stay forever young.” The spot will air on CBS, Fuse, and several major cable networks as part of HeadCount’s “Vote Again 2010” campaign, a coalition of more than 30 youth organizations and media partners working to turn out young voters for the November 2 elections.
The PSA and Its Message
The 30-second public service announcement features Jay-Z speaking directly to the crowd during his June 12 performance at Bonnaroo. The footage captures a spontaneous moment, with Jay-Z telling the audience: “I want to say something really important, but really quick. I’m not going to preach to you, but we did something really special this year. Just show that our generation changed the world. Never happened before. We absolutely changed the world.” The message is direct and personal, addressing the historical significance of the 2008 election, which drew more votes from Americans under 30 than any other election in history.
The PSA was produced by HeadCount, a non-partisan organization that registers voters at concerts and music festivals. HeadCount has been active since 2004, sending volunteer street teams to events nationwide. In 2008, the organization registered more than 100,000 voters. This year, through partnerships with approximately 50 artists—including Jack Johnson, John Mayer, Dave Matthews Band, MGMT, The National, Passion Pit, Furthur, and Tom Petty—HeadCount has registered more than 10,000 voters.
The ad closes with Jay-Z’s “stay forever young” reference, a nod to his Billboard hit single “Young Forever” featuring Mr. Hudson. The phrase ties the message to his music, making it more accessible to his fanbase. The spot will appear on CBS and cable channels, with additional promotion through online platforms including Rolling Stone’s website.
HeadCount’s Role in the Campaign
HeadCount executive director Andy Bernstein described the Bonnaroo moment as a powerful experience. “In a year when there is such negativity in this country, Jay-Z’s positive message is jolting and inspirational,” Bernstein said. “When he told the crowd at Bonnaroo ‘We changed the world,’ it was a truly electric moment. Thousands of people got goosebumps, and I knew it would make an unforgettable PSA.”
HeadCount’s approach is non-partisan. The organization does not endorse candidates or political parties. Its mission is simply to encourage voter registration and participation. The “Vote Again 2010” campaign is a coalition of more than 30 youth organizations and media partners, all focused on turning out young voters for the midterm elections. The PSA with Jay-Z is one component of that effort.
The organization has a track record of success. In 2008, HeadCount registered over 100,000 voters at concerts and festivals nationwide. This year, despite challenges, they have registered more than 10,000 voters. The Jay-Z PSA is expected to amplify that effort by reaching audiences who may not otherwise be engaged in the political process.
Jay-Z’s Political Evolution
Jay-Z’s involvement in the 2010 midterms is the latest chapter in his political evolution. During the 2008 presidential campaign, he was one of the most visible celebrity supporters of Barack Obama. He performed at campaign events, appeared in videos encouraging voter turnout, and joined forces with Diddy, Mary J. Blige, and Beyonce for “Promote The Vote” rallies. In the final days of the campaign, he appeared at South Florida’s Memorial University alongside Russell Simmons and Kevin Liles for a “Last Chance for Change” rally.
His relationship with the Obama administration has continued beyond the election. In March, Jay-Z visited the White House and met with President Obama. According to The Washington Post, the meeting occurred during the Washington, D.C., stop of Jay-Z’s Blueprint 3 tour. The rapper told the audience at the Verizon Center: “I just came from the White House.” Officials confirmed the meeting the following day.
Jay-Z has also spoken publicly about the President’s interest in his music. In an interview with the BBC, he said Obama enjoys listening to his music while working out. “Barack loves hip hop,” Jay-Z said. “When I called him he was playing Blueprint in the gym.” The comment underscores the personal rapport between the two figures and the cultural significance of a sitting president publicly embracing hip-hop.
Everything There is to Know About the 2010 Midterms
The 2010 midterm elections are being held on November 2. Young voters, who turned out in record numbers in 2008, are a key demographic for both parties. Organizations like HeadCount are working to ensure that the energy of 2008 translates into continued participation in 2010. The PSA starring Jay-Z is part of that effort, using the rapper’s platform to reach a demographic that is often difficult to mobilize.
The midterms come at a challenging time for Democrats, who are defending their congressional majorities amid a difficult economic climate. President Obama has been reaching out to young voters through various channels, including a concert rally with The Roots, a youth town hall with MTV, and an interview with Rolling Stone. Jay-Z’s PSA, while non-partisan, is likely to benefit Democratic candidates by increasing youth turnout.
The PSA’s non-partisan framing is deliberate. By not mentioning Obama or the Democrats, HeadCount ensures that the message resonates across the political spectrum. The focus is on participation, not partisanship. The ad encourages viewers to “fight for what’s right” and “fight for what you believe in”—a call to action that transcends party lines.
The Shift in Jay-Z’s Public Image
Jay-Z’s evolution from rap icon to public figure has been gradual but significant. In the early 2000s, his image was closely tied to street narratives and the Roc-A-Fella aesthetic. But over the past decade, he has transformed himself into a business mogul, philanthropist, and cultural ambassador. His involvement in political campaigns is part of that shift, positioning him as a figure whose opinions carry weight beyond music.
The HeadCount PSA is consistent with that trajectory. Jay-Z is not endorsing a candidate or party. He is encouraging civic engagement. The message is about the power of collective action, a theme that resonates with his fans and aligns with his public persona. The “forever young” reference is a reminder of the stakes: young voters have the power to shape the future.
His relationship with President Obama has been a key part of that evolution. By aligning himself with the President, Jay-Z has signaled that he is a figure of national importance, not just a celebrity. The White House visit, the phone calls, and the mutual respect between the two men have elevated his status. The HeadCount PSA is another step in that direction.
Final Thoughts
Jay-Z’s new public service announcement for HeadCount is a call to action for young voters. The 30-second spot, featuring footage from his Bonnaroo performance, urges Americans under 30 to participate in the November 2 midterm elections. “Our generation changed the world,” Jay-Z says. “We absolutely changed the world.” The message is simple and direct: young voters have the power to make a difference.
The PSA is part of HeadCount’s “Vote Again 2010” campaign, a non-partisan effort to increase youth voter turnout. The organization has registered more than 10,000 voters this year and more than 100,000 in 2008. The Jay-Z ad is expected to reach millions of viewers through CBS, Fuse, and other major networks.
Jay-Z’s involvement in the campaign reflects his broader evolution from rapper to public figure. His relationship with President Obama, his White House visit, and his public comments about the administration have positioned him as a cultural ambassador. The HeadCount PSA is another example of his willingness to use his platform for civic engagement.