The Power Of Celebrity Endorsements— Are They Meaningful?

Would You Want A Roseanne Barr Or Scott Baio Endorsement?

The first musicians I ever got to know personally was The Fugs. Don't scoff; the next two were Jim Morrison and Jimi Hendrix. The Fugs weren’t exactly celebrities outside of a very small circle of NYC activists but I wound up sharing a jail cell with three of them— and other celebrities— at one of the first anti-war draft card burning rallies when I was a teenager. I never really thought of musicians or actors— or politicians for that matter— as celebrities. Later in life I became president of a major record company and my professional life was spent working with these people who most folks would think of as celebrities. Most of them were politically liberal— but not all of them. Alice Cooper was a notorious Republican. I couldn’t wait for an excuse to drop Ted Nugent’s band— not the Amboy Dukes, who were good, Damn Yankees, who weren’t— when I became president. But I never stopped being friends with Sammy Hagar or Chris Isaak just because they’re Republicans; we just never discussed politics… although Johnny Ramone, always used to call me “a communist.” I started friends with him right to the end and once tried to help him overcome his prostate cancer with homeopathy. He even contributed to my “communist” causes when I asked him, despite being the most right-wing guy I knew.

Anyway, except for them, everyone else was liberal. And, like Johnny, many of them helped me raise money for left-wing causes— using their celebrity to make the world a better place. I put together two auctions of celebrity stuff for People for the American Way and raised over $2 million. Blue America often gives away signed guitars or gold album awards to raise money for our candidates. (We’re getting ready to do another one soon.) But one thing I never asked a celebrity—other than a political celebrity— to do was to endorse a candidate. That always seemed weird to me. I did work with the Squirrel Nut Zipper and Rickie Lee Jones on a song— Have You Had Enough?— that we deployed to help a dozen Democrats win their first congressional races, from now Senators Chris Murphy (CT) and Kirsten Gillibrand (NY) to John Laesch, who lost his race against Speaker Denny Hastert but has since been elected to the City Council in Aurora and will likely soon be mayor.

But I doubt many people voted for any of them because Rickie Lee’s and the Zippers’ names were attached to the project. Maybe a few of the musicians’ fans but I better more voters were inspired by how the song sounded than by the celebrity of the musicians. However… it’s a bet I could lose. On Friday, Kennedy School at Harvard released a study that shows that celebrities can and do move the needle. Ashley Spillane began by noting that the U.S. “ranks 31st out of 50 developed nations in terms of eligible voter participation. Lagging voter engagement and rising distrust of political institutions weaken our democracy. Today, many celebrities are involved in efforts to help boost civic interest, engagement, and participation while building goodwill with their fans. Celebrities, defined broadly as famous people, are distinctively positioned to tackle this critical issue because of their ability to garner media coverage, attract large crowds, reach their fans, and influence society. This study focuses specifically on what celebrities are doing and can do, to promote voter participation, including voter education and mobilization efforts. However imperfectly, the impact of these efforts can be measured by examining whether they lead people to take actions related to voting, such as registering to vote, requesting a ballot, and casting a ballot.”

In her introduction to the 44 page study, she wrote that “Celebrities are an unparalleled force in American culture, informing what we buy, what we wear, and what we talk about. With their significant influence and reach, they are powerful advocates for social and political causes. A widely known actor, musician, athlete, or comedian can garner an enormous amount of (free) attention, especially online. Gen Z and millennials spend an average of 180 minutes and 157 minutes daily on social media, respectively, and it

is their primary source of news. Brands have long understood the power of celebrity, working with stars to promote products and set trends. In recent years, the definition of ‘celebrity’ has broadened beyond artists to include athletes and ‘creators,’ or individuals who independently produce content for a large social media following.”

She noted that “By using their platforms to encourage young people to vote, artists and creators can amplify civic engagement and participation in democracy. Their endorsements can inspire millions of fans and followers to become more politically active, fostering a culture of informed decision-making and civic responsibility, especially among young people. Celebrities also represent diverse backgrounds and perspectives, often resonating with different audiences. By leveraging their visibility and relatability, they can effectively communicate the significance of voting by addressing issues that most impact their followers. This outreach can bridge gaps in political awareness and mobilize a broader spectrum of young people in our democratic process.”

And, obviously “celebrities can make voting appear not only relevant but also trendy and socially appealing. By incorporating messages about voting into their public appearances, interviews, and social media posts, celebrities can demystify and destigmatize political engagement, helping to normalize civic participation as a cool and integral part of young adulthood. This normalization can lead to increased voter turnout and sustained civic involvement, ultimately strengthening democracy and promoting a more inclusive, representative society. We found that celebrity political action is informed by both a personal commitment to specific issues (or to our democracy itself) and a careful consideration of the potential impact on their brand. Celebrities (and their advisers) evaluate engagement opportunities by asking questions like: Will this engagement feel authentic? Will it be in line with what the fanbase has come to expect? Is it likely to elicit backlash? The decisions aren’t always easy or clear-cut, especially in a polarized environment and particularly for newer, often younger celebrities whose brands are not as firmly established. This was the case with Michael Jordan, who stayed out of politics during his playing career to focus on building his Nike Air Jordan brand. He once infamously defended his decision not to endorse the Democratic candidate in a contested U.S. Senate race in his home state by stating, ‘Republicans buy shoes too.’ The concern for brand and bottom line isn’t unfounded. Unlike most consumer brand campaigns, celebrities are criticized for weighing in on politics or participating civically. Pundits and fans alike have a history of telling artists and athletes to stick to their lanes and stay out of politics. In 2018, media personality Laura Ingraham famously told NBA star LeBron James to ‘shut up and dribble’ after he discussed his political views during an interview. Ingraham said she was not interested in political advice from ‘someone who gets paid $100 million a year to bounce a ball.’”

She concludes that “One of the greatest commonalities between both celebrities and companies when it comes to increasing civic engagement is that authenticity is key. It is the main trait people want to see in influencers they follow: 88% say it’s important for influencers to be authentic and genuinely care about their interests. The largest impact is realized by those influencers who are personally motivated and passionate about the cause at hand. Voters respond better to authentic messaging from influencers that conveys personal passion and doesn’t require a high production value.”

Recently, Jerrad Christian had 3 celebratory endorsements that he hopes will help him raise his name recognition. “Misha Collins and Rob Benedict, two people I genuinely respect, have recently come out in support of my campaign,” he told us. “Misha’s dedication to activism and social causes has always been about doing the right thing and lifting others up, so having him on board means a lot to me. Rob Benedict, with his genuine kindness, brings a sense of trust and sincerity that I really value. Their support helps us connect with more people who believe in the same things I do— justice, fairness, and giving everyone a voice in our future. Adding Cory Booker’s support to my campaign is fantastic as well— he's a leader who embodies the principles of justice and equality that are central to this campaign.”

Yesterday, Trump had the opposite of a celebrity endorsement. He’s used to them. He gets them all the time— rebukes from artists for using their music without permission. Yesterday, it was Céline Dion for using a video clip of “My Heart Will Go On” about the sinking of the Titanic— although also interpreted as being about the sinking of his campaign. Her manager released this after they heard about Trump’s theft: