Rock the Vote
|Founded||1990 in Los Angeles|
|Focus||Youth voting, voter registration|
|Method||Online mobilization, field organizing, entertainment community|
The organization was founded in 1990 to encourage young people to vote. It is geared toward increasing voter turnout among voters ages 18 to 24. Rock the Vote is known for its celebrity spokespeople and its partnership with MTV.
Rock the Vote was founded in 1990 by Virgin Records executive Jeff Ayeroff with the help of Steve Barr, a campaign worker and political fundraiser, Jody Utall and Democratic political strategist Hilary Rosen.
Rock the Vote supported the National Voter Registration Act of 1993, commonly referred to as the "motor voter" bill, which expanded access to voter registration. It was signed into law by President Bill Clinton. The law requires state governments to offer voter registration opportunities to any eligible person who applies for or renews a driver's license or public assistance.
In 1996, Rock the Vote created the first telephone voter registration system, 1-800-REGISTER, followed by the first online voter-registration system, NetVote, later that year.
Rock the Vote has expressed support for a public health insurance option. It signed on to Health Care for America NOW!, a progressive political coalition that supported passage of the Affordable Care Act. In 2009, Rock the Vote ran a campaign encouraging people to refuse to have sex with those who oppose health care reform.
During the 2004 presidential election, Rock the Vote drew criticism from Republican Party officials such as Republican National Committee chairman Ed Gillespie for sending a mock draft notice to over 600,000 e-mail addresses. The message included the words "Selective Service System" and read "You are hereby ordered for induction into the Armed Forces of the United States, and to report to a polling place near you" on November 2, (Election Day). The Rock the Vote logo and a facsimile of Secretary Donald Rumsfeld's signature appeared at the bottom of the message. In addition, Rock the Vote created public service announcements featuring the subject of the draft.
According to the Los Angeles Times, Rock the Vote experienced financial problems in the aftermath of the 2004 election. It emerged from the election $700,000 in debt, and its president resigned in the summer of 2005 "amid disagreements about the organization's direction." Working with founder Jeff Ayeroff, political director Hans Riemer led the effort to rebuild for the 2007-2008 presidential cycle before leaving the organization to become the youth director for Senator Barack Obama's presidential campaign.
In 2008, Rock the Vote ran the largest non-partisan youth voter registration drive in the nation's history by getting 2.6 million young voters registered.
In advance of the 2014 elections, Rock the Vote released a video titled "Turn Out For What." It was a parody of Lil Jon and DJ Snake's song "Turn Down for What". The video sought to encourage youth voter turnout and featured reproductive rights, marijuana legalization, global warming, LGBT rights, student debt, gun control and deforestation as reasons why young people might want to vote. The video was criticized by some Republicans who said it had a disproportionate representation of liberal issues. The video was also criticized because several of the celebrities who appeared in it, including Lena Dunham, Whoopi Goldberg, Natasha Lyonne and Darren Criss, had not voted in the previous midterm election.
Rock the Vote: Democracy Class is a program put on by Rock the Vote. It is designed to educate high school students about voting, elections and governance. The nonpartisan lesson plan uses music, pop culture, video, classroom discussion and a mock election to teach young people the skills to navigate the elections process and engage as active citizens. On Democracy Day 2011, teachers in all 50 states committed to teaching Democracy Class in more than 1,100 classrooms. High school students in Democracy Classes participate in mobile polls that assess their viewpoints on public policy issues.
This is a partial list of celebrities who have appeared in public service announcements for Rock the Vote.
- Against Me!
- Christina Aguilera
- Rachel Bilson
- Adam Brody
- Bootsy Collins and Buckethead
- Chris Cornell
- Miranda Cosgrove
- Darren Criss
- Miley Cyrus
- Leonardo DiCaprio
- Robert Downey Jr.
- Macy Gray
- Jake Gyllenhaal
- Maggie Gyllenhaal
- Reverend Horton Heat
- The cast of Jack & Bobby
- Janet Jackson
- Samuel L. Jackson
- Ricky Martin
- Brittany Murphy
- The cast of One Tree Hill
- Donny Osmond
- P. Diddy
- Sarah Jessica Parker
- The Ramones
- Rooster Teeth
- Peter Sarsgaard
- Justin Timberlake
- Benicio del Toro
- Paul Van Dyk
- Scott Weiland
- Duhigg, Charles (February 7, 2006). "Rock the Vote Is Stuck in a Hard Place". Los Angeles Times. Retrieved 23 April 2015.
- Hadas, Gold (November 3, 2014). "Getting There: Boosting youth vote is Rock the Vote chief’s goal". Politico. Retrieved 23 April 2015.
- "About Us". Rock The Vote. Retrieved 23 April 2015.
- Contrera, Jessica (October 7, 2014). "Lil Jon and Lena Dunham team up to take on what Madonna and Chuck D pioneered". Washington Post. Retrieved 23 April 2015.
- Lurie, Stephen (October 31, 2014). "Millennial turnout is crucial. Too bad pols have no idea what young people care about.". Washington Post. Retrieved 23 April 2015.
- Beaucar Vlahos, Kelley (December 11, 2003). "Youth Activist Groups Target Voter Turnout". Fox News. Retrieved 23 April 2015.
- Siegel, Benjamin (October 3, 2014). "Rock the Vote Gets Angry in New Ads". ABC News. Retrieved 24 April 2015.
- Ahrens, Frank (November 21, 2008). "Hilary Rosen To Lead Brunswick's D.C. Office". Washington Post. Retrieved 23 April 2015.
- Cloward, Richard; Pivin, Frances Scott (2000). Why Americans Still Don't Vote: And why Politicians Want it that Way. Beacon Press. p. 247. ISBN 9780807004494.
- Flanagin, Jake (October 9, 2014). "Here’s Why You Should Turn Out and Rock the Vote". New York Times. Retrieved 23 April 2015.
- "CNN, Rock the Vote to co-sponsor Democratic candidate forum". CNN. October 1, 2003. Retrieved 23 April 2015.
- Mattera, Jason (2010). Obama Zombies: How the Liberal Machine Brainwashed My Generation. Simon and Schuster. p. 154. ISBN 9781439172094.
- "Rock the Vote Asks Supporters to Withhold Sex to Pass Health Care Reform". Fox News. December 21, 2009. Retrieved 23 April 2015.
- "Rock The Vote, MTV Irk GOP". Billboard Magazine. November 2, 2004. Retrieved 23 April 2015.
- Sisto, Christine (October 16, 2014). "Rock the Democratic Vote". National Review. Retrieved 23 April 2015.
- McGuirt, Mary (July 21, 2009). "Young Black Turnout a Record in 2008 Election". ABC News. Retrieved 23 April 2015.
- Kreps, Daniel (October 7, 2014). "Lena Dunham, Lil Jon Team for Rock the Vote's 'Turn Out for What' Video". Rolling Stone. Retrieved 24 April 2015.
- Peligri, Justin (October 7, 2014). "Lil Jon and Lena Dunham 'Turn Out' in new Rock The Vote video". CNN. Retrieved 24 April 2015.
- "'Rock the Vote' celebrities called out for not voting in last mid-term election". ABC News. November 4, 2014. Retrieved 24 April 2015.
- Lombardi, Ken (November 3, 2014). "Some Rock The Vote midterm PSA stars didn't vote in last midterm". CBS News. Retrieved 24 April 2015.
- Rothberg, Peter (March 22, 2012). "Democracy Class". The Nation. Retrieved 6 February 2015.
- Ramesh, Indu (August 26, 2010). "Rock the Vote campaigns to spark young voters". Duke Chronicle. Retrieved 6 February 2015.
- Johnson, Lauren (March 2, 2012). "Mobile is key to connecting with young voters: Rock the Vote". Mobile Marketer. Retrieved 6 February 2015.