Legendary music composer A R Rahman has recorded a powerful 30-minute performance video aimed at boosting the presidential campaign of Vice President Kamala Harris ahead of the general elections on 5 November. This initiative marks a significant moment as Rahman becomes the first major international artist from South Asia to endorse Harris, who is of mixed Indian and African heritage.
The performance video is not merely a musical showcase; it embodies a rallying cry for communities to actively participate in the electoral process. Shekar Narasimhan, chairman of the AAPI Victory Fund, articulated the importance of Rahman’s endorsement, stating, “With this performance, A R Rahman has added his voice to a chorus of leaders and artists who are standing up for progress and representation in America.” The sentiment echoes a growing desire within the South Asian community to engage more deeply in American politics, particularly in support of candidates who reflect their values and aspirations.
This campaign effort aims to galvanise support from the Asian American and Pacific Islander (AAPI) community, which has increasingly become a vital voting bloc in U.S. elections. The AAPI Victory Fund highlighted that Rahman’s endorsement underscores the essential role that AAPI voters will play in shaping the outcome of the 2024 presidential race.
The exclusive performance is set to be broadcast on the AAPI Victory Fund’s YouTube channel on 13 October at 8 pm ET. It will also be shared across major South Asian media networks, including AVS and TV Asia, to maximise its reach within the South Asian diaspora. The 30-minute show will feature some of Rahman’s most cherished songs, providing a cultural backdrop to the political messages that will accompany his performance.
In the media release regarding the performance, it was noted that Rahman will intersperse his musical selections with key messages highlighting Kamala Harris’s groundbreaking candidacy and her ongoing commitment to the AAPI community. This integration of music and messaging aims to create a more engaging and impactful experience for viewers, inspiring them to take an active role in the upcoming elections.
A R Rahman, renowned for his unique musical style and contributions to both Indian and international music, holds significant influence, particularly within the South Asian community. His endorsement of Harris comes at a critical time when representation and diversity in leadership are at the forefront of political discourse. With many leaders and artists voicing their support for Harris, Rahman’s involvement adds a distinct layer of cultural resonance that may attract undecided voters.
Narasimhan further emphasised the importance of this moment, stating, “This is more than just a musical event; it’s a call to action for our communities to engage and vote for the future we want to see.” The enthusiasm surrounding the Harris-Walz ticket, especially among AAPI voters, is palpable, and Rahman’s performance could be a pivotal moment in mobilising support.
The strategic approach of using a beloved figure like Rahman to reach the South Asian community demonstrates a keen understanding of the intersection between culture and politics. By broadcasting the performance on platforms where South Asian audiences are already engaged, the AAPI Victory Fund aims to foster a deeper connection between the community and the electoral process.
The teaser video released by the AAPI Victory Fund, featuring Rahman alongside M R Rangaswami, the founder of Indiaspora, showcases the behind-the-scenes preparations for the performance. This glimpse into the making of the event not only builds anticipation but also reinforces the sense of community and collaboration among South Asians in America.
As the 2024 presidential campaign intensifies, endorsements like that of A R Rahman serve as vital touchpoints for engaging voters and fostering a sense of agency within the AAPI community. His performance promises to be both a celebration of music and a powerful reminder of the importance of representation in American politics. With the elections drawing near, the impact of such cultural endorsements could be decisive in shaping the electoral landscape.