Lil Jon’s viral DNC moment: Behind the scenes of a social impact strategy

The iconic performance by Atlanta rap superstar Lil Jon during the Georgia roll call at the Democratic National Convention (DNC) was undoubtedly one of the highlights of the political season. His rendition of “Turn Down for What” was more than just an epic performance; it was a masterstroke of social impact strategy orchestrated by veteran strategist Ashley Spillane.

The magic behind the moment

Ashley Spillane’s expertise in weaving pop culture into civic responsibility has been a game changer. Her goal was to capture the momentum from viral memes about Kamala Harris’ vice-presidential pick and turn it into a defining moment at the DNC. With her extensive background as president of Rock the Vote, a nonprofit dedicated to increasing voter turnout among 18 to 24-year-olds, she had the perfect foundation.

Working alongside Lil Jon’s longtime publicist and key members of the Harris and DNC teams, Spillane managed to create a moment that resonated widely across the political landscape. But what stands out is not just the viral performance itself, but how Spillane mobilized her resources and connection to make it happen.

From activism to founding Impactual

Founded in 2016, her D.C.-based social impact and creative agency, Impactual, has undertaken numerous high-profile initiatives, particularly during the 2020 election cycle. An example of Spillane’s innovative approach includes addressing poll worker shortages during the pandemic. Impactual initiated the “Democracy is Delicious” program, delivering 1.4 million snacks to voters across the U.S. through a national food truck program in partnership with UberEats.

Impactual’s work has achieved significant media traction, with over 100 media placements across various outlets, showcasing their ability to transcend political lines. Working with celebrities such as Lady Gaga and Tracee Ellis Ross has only amplified their efforts and effectiveness.

Expanding into entertainment

To further her mission, Spillane has expanded Impactual by adding a new entertainment division. This division focuses on supporting athletes, artists, and celebrities in building their own social responsibility and civic engagement initiatives. By connecting notable figures with nonprofit organizations, the aim is to highlight and uplift important causes.

Marc Keiser, a seasoned expert in dressing pro athletes, and CiCi James, formerly the chief of staff for a high-profile actor, have joined the team to spearhead this new venture. This expansion underscores Spillane’s commitment to leveraging cultural influence for social impact.

Spillane’s journey and ethos

Ashley Spillane’s passion for community engagement and civic responsibility has been ingrained in her since childhood. Growing up in Massachusetts, she was engaged in organizing community events from a young age. This foundation propelled her toward a career where she could make tangible impacts.

During her time at George Washington University, Spillane was exposed to the significance of domestic elections on international affairs. This insight led her to volunteer for a presidential campaign, setting her on a path that has now spanned two decades of grassroots civic engagement.

Serving as president of Rock the Vote from 2014 to 2016 was pivotal. By merging her love for music, culture, and politics, she effectively revitalized the organization. The “Turn Down for What” concert during the 2014 midterms exemplified her ability to harness social capital to engage young and marginalized voters.

The role of pop culture in politics

For Ashley Spillane, Donald Trump’s election in 2016 was a turning point, revealing the profound influence of pop culture on politics. Recognizing this, she founded Impactual to bridge the gap between cultural influence and political engagement.

One of Impactual’s notable early projects was partnering on the revival of the “Erase the Hate” campaign, tackling the rise of harmful rhetoric post-election. By identifying nonprofit partners and creating strategic plans, Spillane demonstrated her firm’s capability to drive positive change.

Engaging the youth in 2024 and beyond

Throughout 2024, Spillane’s work has continued to highlight the power of celebrity influence in politics. Her bipartisan nonprofit, the Civic Responsibility Project, organized the Party to the Polls: The Purple Tour, engaging voters across 16 states. The tour’s goal was to promote excitement and participation in the electoral process, from voter registration to celebrating poll workers.

With the election season drawing to a close, Spillane is poised to reveal her entertainment division’s client list. The intent is clear: to blend expertise in social responsibility with celebrities’ desire to effect change.

The personal drive behind the mission

Having a daughter has given Spillane an even greater sense of purpose. She emphasizes the need to fight harder for future generations, reinforcing her commitment to her work. Her vision for Impactual is fueled by a deeply personal motivation to make the world a better place for all children.

Ashley Spillane’s journey from grassroots activism to spearheading a transformative agency is a testament to the power of combining cultural influence with civic responsibility. Discover more about upcoming initiatives and the impact of celebrities in politics.

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