By: Peyton Daniels, MPAff ’26, LBJ School of Public Affairs, The University of Texas at Austin.
Music is a staple in American political campaigns. Various campaigns introduced us to wonderfully iconic tunes, ranging from “Lincoln and Liberty” (the uber-folksy, liberty-toting ode to Lincoln) to “High Hopes” (the taffy-sweet, All-American anthem used by the Kennedy campaign). Songs can play an important role in branding a presidential campaign and candidate; the music’s style, lyrics, and connotation ultimately evoke certain emotions from voters—and by extension—associate those emotions with the campaign. While branded tunes have long fallen out of fashion, modern campaigns craft unique playlists—serving as a soundtrack to their campaign. So what tunes are our current candidates marching to?
Former President Trump’s campaign consistently uses a classic country anthem – “God Bless the USA” by Lee Greenwood. Let’s take a look at the chorus. Greenwood sings,
“And I’m proud to be an American
Where at least I know I’m free
And I won’t forget the men who died
Who gave that right to me
And I’d gladly stand up next to you
And defend Her still today
‘Cause there ain’t no doubt
I love this land
God Bless the U.S.A.”
Greenwood’s lyrics are assuredly patriotic. They elicit a somber, stoic undertone. The lyrics imply that freedom is not free and the price is paid in life. Greenwood released this song in 1984 and performed it at multiple Republican National Conventions. The song’s popularity surged during the aftermath of 9/11, peaking on the charts at 16. The use of incendiary themes like death and defense reveals a more combative form of patriotism—one that demands staunch protection and vocal praise. In a way, the lyrics blur the lines between patriotism and nationalism.
Subsequently, the Trump campaign asserts this intense presentation of patriotism. When attempting to reach Trump’s campaign website, I encountered a full-page ad. Then, a pop-up ad that read, “I am Donald J. Trump. FEAR NOT! I will always love you for supporting me. Unity. Peace. Make America Great Again,” greeted me. The FEAR NOT! inspires confidence. These words effectively summarize the Trump brand. Like all the classics, Nixon, Reagan, Bush, and so on – the Trump campaign preys on an emotional incentive of fear: the fear of change, the fear of others, and the fear of “anti-freedom” actions.
Fear not, however. Vice President Harris brings the excitement by playing a song sung by a universally beloved artist – “Freedom” by Beyonce. It is important to point out the difference in modernity. “Freedom” was released in 2016, 32 years after Greenwood’s “God Bless the U.S.A.” This highlights the nearly two-decade age gap between Harris and Trump. Harris’s campaign embraces her youth by engaging in contemporary culture, notably the “Kamala HQ” use of the ‘brat summer’ trend. In contrast to Greenwood, Beyonce’s ‘Freedom’ conveys a different type of patriotism:
“Freedom
Freedom
I can’t move
Freedom, cut me loose
Singin’, freedom
Freedom
Where are you?
‘Cause I need freedom, too
I break chains all by myself
Won’t let my freedom rot in hell
Hey! I’ma keep running
‘Cause a winner don’t quit on themselves.”
The lyrics emphasize freedom, hope, and perseverance. The song offers an alternative take on the ever-evolving concept of patriotism. “Freedom” focuses on the joy of protecting and pursuing freedom. In contrast to the Trump campaign, Harris focuses on a more optimistic view of patriotism.
The campaigns’ artist choices are intentional and play a larger role in branding the candidate. Beyonce is a seminal, contemporary, Black American artist. She is a well-known Texan and one of the most successful artists of our time. The Harris campaign likely intended to make waves by utilizing Beyonce to endear Kamala to young and older voters alike. While voter turnout for younger ages is significantly lower than for older Americans, it is pertinent for the campaign to appeal to the youthful demographic that historically voted more Democratic. Separately, Lee Greenwood is a classic, white country artist and, for decades, allowed “God Bless the U.S.A.” to represent the Republican party and their candidates. He represents a kitchen-table, America-first dream, which the Trump campaign attempts to mirror. This message resonates with older, white Americans who tend to vote Republican.
Likewise, the Pew Research Center observes that the Democratic base is typically younger and more diverse than Republican voting demographics; 17% of Democrat voters were black whereas only 1% of Republican voters were black in the 2020 election. Furthermore, in 2020 the majority of Democratic voters were between the ages of 30-49 while Republican voters were generally 65 and up. Both campaigns consider their audiences carefully and handpick songs to appeal to their bases. Notably, the Harris campaign boosts innovative artists like Bon Iver, Megan Thee Stallion, Kendrick Lamar, and 2pac. The Trump campaign relies on an eclectic assortment of hits, songs by artists like Elton John, the Rolling Stones, and James Brown. The array of choices used to be wider within Trump’s mixtape, but many artists have since demanded their songs be removed either via public or private court of opinion.
Ultimately, music plays a crucial role in the campaign strategy and branding we consider. Each candidate curates their song choices to convey a distinct brand – whether leaning into joy or fear. The soundtracks of this election—like the candidates—differ greatly. They are carefully designed by masterful campaign teams, intended to sway public perception and draw distinct contrasts between candidates. As we listen, the foundational differences between the two candidates become clearer – or, perhaps, louder.