SoundCloud is encouraging young Americans to exercise their voting rights through “Turn Up the Vote,” its new initiative in partnership with voter registration nonprofit HeadCount.
Touted in a press release as the streaming platform’s first-ever “nonpartisan, pro-democracy” initiative, “Turn Up the Vote” launches today (Sept. 21) with a centralized online voting resource hub, which breaks down the state-by-state voting process for new and first-time voters. The initiative will roll out across SoundCloud’s owned and operated channels through Election Day (Nov. 3) — now an annual paid holiday for SoundCloud’s U.S. employees — with a special on-platform advertising campaign to come in October.
In the 2020 electorate, one in 10 eligible voters will be part of Generation Z, which is the most racially and ethnically diverse generation yet, according to Pew Research Center. And SoundCloud says Generation Z represents nearly half of its U.S. audience — more than 76 million monthly users as of 2017, the last time the company publicly reported those numbers — giving the platform the potential to influence many first-time voters.
SoundCloud is far from the first music company to engage with voters this season. With Election Day swiftly approaching, the music industry has turned out in full force to drive voter registration, with new campaigns from Atlantic Records, Sony Music Group, Universal Music Group, Spotify and more unveiled over the past few weeks.