Amid Controversy and Last-Minute Endorsements, Celebrity Support May Prove Pivotal as Puerto Rican Artists and Gen Z Icons Energize Key Voters
As the 2024 election race approaches its final lap, Vice President Kamala Harris’s campaign has received an unexpected boost from the voices of Puerto Rican and Latino artists, turning a cultural wave into a political force. After a comedian at Donald Trump’s Madison Square Garden rally disparaged Puerto Rico, a number of Puerto Rican celebrities, including pop icon Jennifer Lopez and reggaeton superstar Nicky Jam, voiced their disapproval, rallying in support of Harris. The backlash has helped spotlight Harris’s platform and engaged a significant demographic — Latino voters in battleground states.
Nicky Jam, who previously appeared onstage with Trump in a red “MAGA” hat, has since withdrawn his endorsement. Speaking directly to his 43 million followers on Instagram, he stated, “Puerto Rico should be respected.” This sentiment echoed across the Puerto Rican community and inspired high-profile stars like Ricky Martin, Bad Bunny, and Marc Anthony to back Harris’s stance on the matter. While not all artists have made formal endorsements, their support for Harris’s platform reflects their commitment to defending Puerto Rican dignity and reinforcing Latino voices.
Jennifer Lopez took her stance a step further, joining Harris at a campaign event in Las Vegas, where she delivered an emotional speech highlighting the need for respect and representation. “It wasn’t just Puerto Ricans who were offended,” Lopez said, “It was every Latino in this country. This is our country, too.” Lopez, who fought back tears, urged Latinos to take their place at the ballot box, reinforcing her message that “Your voice and your vote matter.”
For the Harris campaign, which has consistently planned star-studded events, the support of Puerto Rican musicians has been a welcome, if unexpected, advantage. It has been especially influential among Latino men, a group where Trump has previously made inroads. Harris campaign officials had anticipated support from celebrities, but the outpouring from Puerto Rican artists this close to Election Day was an unforeseen opportunity. This show of solidarity from influential figures with a combined global following of nearly 390 million people on Instagram alone is a reminder of the powerful role celebrity endorsements can play in a close election.
Pollsters and strategists agree that celebrity support may indeed influence voting behavior. According to Matt Barreto, a pollster specializing in Latino voter demographics, such endorsements can mobilize voters. “Celebrities have the ability to attract attention and, to some extent, trust,” Barreto says. When ordinary citizens witness public figures they respect reacting in real time to issues affecting the community, it can inspire and validate shared concerns, adding urgency to election participation.
The Harris campaign’s reliance on stars is rooted in a strategy to connect with both younger and minority voters through familiar, trusted voices. Bad Bunny, a superstar not known for engaging in politics, also expressed support by sharing a video of Harris’s Puerto Rico platform on social media. Known for his Puerto Rican pride, his endorsement, while subtle, was a significant gain for Harris among young Latino voters.
Despite the Trump campaign’s attempts to distance itself from the comedian’s offensive remarks, the damage may already be done, with Puerto Rican and broader Latino communities actively seeking change. On Tuesday, the Harris campaign seized the moment, launching a Spanish-language ad in response, emphasizing Puerto Rican pride with the words, “Puerto Rico is an island of scientists, poets, educators, stars, and heroes. We’re not trash; we’re more.”
Celebrity endorsements have been a tool for both campaigns. Harris’s initial endorsement from British pop star Charli XCX set the tone for her campaign, drawing Gen Z attention and adding a pop-culture flair to her image. More recently, Taylor Swift’s endorsement after the first presidential debate captivated her fanbase, with both the Harris and Trump campaigns seizing on the enthusiasm of “Swifties.” The Harris campaign even released friendship bracelets inspired by Swift, while Trump’s team created T-shirts mirroring her Eras Tour.
Both sides have actively courted celebrity support. Trump’s rallies have included figures like Brett Favre, Dr. Phil McGraw, and Elon Musk, along with longtime supporters like Jon Voight and Kelsey Grammer. Moreover, Trump has leveraged digital platforms popular with younger audiences, like a recent livestream with gamer Adin Ross and an interview with podcaster Joe Rogan, garnering millions of views.
As voters cast their ballots, both campaigns are pulling out all the stops. Celebrities, like seasoned activists Leonardo DiCaprio and environmental advocate Arnold Schwarzenegger, continue to lend their voices, hoping to sway undecided voters. But, as one Hollywood strategist noted, endorsements must be authentic. “A few years ago, celebrities took the approach of more is more. That’s not it. Followers need to believe it.”
In this tightly contested election, Latino stars who have rallied behind Harris add a critical component to her campaign’s momentum. The 2024 election underscores the lasting influence of public figures, particularly those who share a cultural connection with key voting demographics. Their support may be the final push that brings Harris across the finish line in a race where every vote counts.
