Rock the Vote

Rock the Vote is a 501(c)(3) organization based at 200 Massachusetts Avenue NW in Washington, DC. For the 2023 tax year it reported total revenue of $1.28 million and total assets of$0.81 million. A separate 501(c)(4), the Rock the Vote Action Fund (EIN 26-2678740), files its own return. The organization states that it “does not support or oppose any political candidate or party.”

Founding

Rock the Vote was founded in 1990 by the music executive Jeff Ayeroff, in response to a censorship campaign against artists’ use of explicit language — specifically, in the organization’s account, “the censorship of hip-hop and rap artists.” Its first partnership was with MTV, under the message “Censorship is Un-American.” Ayeroff’s background was in music marketing at A&M, Warner Bros. and Virgin’s US label; the organization describes its resulting approach as a “signature fusion of politics and pop culture.”

Voter registration technology

Rock the Vote operates an online voter registration platform that, by its own description, is “utilized by hundreds of national, state, and local partners across the country” — that is, the organization functions partly as shared infrastructure for other groups’ registration drives rather than only running its own. It also works on election policy, including digital advocacy campaigns, legislation and participation in litigation.

Relevance to digital political discourse

The organization is an early and continuing case of political mobilization routed through entertainment culture and, later, through software. Its named programmes include Athletes Rock the Vote, Brands for Democracy, Democracy Class and Tech for Civic Engagement.