Based in New York City, HeadCount has a unique approach to voter engagement. They combine the power of music, culture, and digital media to register voters and inspire democratic participation. Their reach is impressive – they’ve registered over one million voters through partnerships with big-name musicians like Ariana Grande, Harry Styles, and Billie Eilish, as well as organizations like Global Citizen and major events such as Lollapalooza and Bonnaroo.
HeadCount’s commitment to NVRD runs deep. As a founding partner, they’ve participated every year since the holiday’s inaugural celebration in 2012, making the annual celebration of democracy a cornerstone of their annual programming by way of field campaigns, digital initiatives, and celebrity partnerships.
This year, HeadCount is pulling out all the stops. They’re planning close to 100 field activations across the country, including their signature block party in New York City. As Senior Director of Programming & Strategy Tappan Vickery put it, “We hope to have close to 100 field activations, including our block party in NYC. We are excited to again work with Spotify for in-app notifications on NVRD and support their program, which reaches millions.”
But HeadCount’s voter registration efforts extend far beyond a single day in mid September. They’ve built a network of about 160 Team Leaders in 36 states who are already working to set up community events and confirm volunteers for NVRD. Their partnership model is a key strength, leveraging relationships with musicians, creators, brands, and cultural leaders to amplify their message.
Digital innovation plays a crucial role in HeadCount’s strategy, as they offer real-time voter registration status checks in the field and run “Good to Vote” sweepstakes campaigns to incentivize participation. “Our impact has more than doubled between cycles in recent years thanks to innovation in our digital infrastructure,” said Vickery.
Volunteers are the lifeblood of HeadCount’s operations. With over 60,000 volunteers participating in more than 1,500 events each year, they meet young people where they’re at—concerts and online—to inform and empower them.
For NVRD 2024, HeadCount has some exciting plans in the works. Their annual day-long block party in NYC promises to be a highlight. “We are waiting on final confirmation on permits, but ideally this will be in Washington Square Park and will be in partnership with the city and NYU,” Tim Bramlette, Senior Director of Partnerships and Marketing shared. The event will feature about 100 volunteers conducting a broad-based street and subway canvass throughout the city.
HeadCount is also incorporating their VoteHBCU Tour into NVRD activities, focusing on engaging students at Historically Black Colleges and Universities. On the digital front, they’re planning to run numerous “Good to Vote” sweepstakes, with participating talent to be announced.
The organization’s past successes on NVRD are truly awe-inspiring. In 2012, their first “clipboard campaign” on Facebook registered 40,000 people online in a single day through 175 participating artists. This moment was a game-changer, not just for HeadCount but for how artists engage their fans around the topic of voter registration. This year, a special feature of their digital campaign includes a mailing with artists in partnership with Tony’s Chocolonely. Keep an eye out for the celebratory (and delicious) posts in September!
HeadCount’s efforts don’t stop at registration: they follow up with newly registered voters, sending geo-targeted get-out-the-vote emails and text messages right up to Election Day. These communications provide crucial information about voting options, ID requirements, and Election Protection resources.
As we approach National Voter Registration Day, HeadCount’s innovative and energetic approach serves as an inspiring example of how organizations can leverage culture, technology, and community engagement to strengthen democracy.