Her strategy backfired.
Vice President Kamala Harris’s presidential campaign allocated considerable funds to entertainment engagements, aiming to boost her appeal among diverse audiences. One of the major expenditures involved a $1 million payment to Oprah Winfrey’s production company, Harpo Productions, following a high-profile town hall Winfrey hosted with Harris. Winfrey, a well-known media figure, further endorsed Harris publicly, joining her at a pre-election rally in Philadelphia, where she spoke on the importance of voting for integrity and unity.
In addition to Winfrey’s involvement, Harris’s campaign made significant investments in other media outreach efforts, including a popular podcast. Reports indicated that the campaign spent six figures on building a set for Harris’s appearance on Call Her Daddy, a podcast hosted by Alex Cooper, in an effort to reach younger, more diverse listeners. This episode, recorded in a hotel room in Washington, D.C., aired in October, underlining the campaign’s use of unconventional media platforms to connect with potential voters.
The campaign also funded a series of concerts in swing states in the days leading up to the election, reportedly spending around $20 million on these events. High-profile performances included appearances by artists such as Jon Bon Jovi, Christina Aguilera, Katy Perry, Lady Gaga, and 2 Chainz in key cities across the U.S. Although the campaign planned for additional performances, including one by Alanis Morissette, some events were eventually canceled.
Despite these efforts, some political experts questioned the campaign’s overall strategy. Republican strategist Brad Todd commented that while advertising and celebrity endorsements are useful, they cannot replace a well-crafted message that resonates with voters. Todd suggested that the campaign’s close association with the current administration may have limited its effectiveness, indicating that a shift in messaging could have been beneficial.
In summary, the Harris campaign’s high investment in media and entertainment shows a strategy focused on maximizing reach through high-profile events and celebrity backing. However, despite substantial spending, analysts argue that message alignment and strategic voter connection remain crucial for impactful campaigning.
