Objectives

• The Use Your Voice campaign was created to empower, educate, and mobilize voters by leveraging Universal Music Group’s influence in the music industry and culture at large to cultivate a culture of civic engagement. Recognizing that every election is an opportunity for Americans to amplify their voices, the campaign objectives were threefold:
  • Educate UMG’s ecosystem of artists, executives, and fans on the importance of voting and how to participate in democracy at the polls. 
  • Activate a culture of civic engagement within the music industry and beyond through meaningful collaborations with purpose-aligned partners. 
  • Mobilize eligible voters through tangible support that ensured they could register to vote, research their local ballot and ultimately cast their ballots with confidence. 

By integrating get-out-the-vote efforts into UMG’s digital ecosystem and engaging in high-impact partnerships, Use Your Voice helped turn low-propensity voters into active participants in democracy, driving metric-driven turnout during the 2024 election cycle in key markets.

Strategy and Execution

• In the midst of an unprecedented voting cycle, we brought Use Your Voice to life through a multi-pronged approach that combined artist collaboration, strategic partnerships, digital engagement, and direct voter support. By collaborating with organizations like Voto Latino, HeadCount, NAACP, and When We All Vote, we provided critical voter education, mobilization tools, and resources to break down barriers to civic participation.
• Through a targeted digital campaign, we engaged UMG’s artists, executives, and audiences, leveraging their influence to amplify key nonpartisan voting messages and deadlines. Financial contributions to mission-aligned organizations further strengthened our grassroots mobilization efforts, ensuring communities often overlooked in mobilization efforts had the support they needed to register and get to the polls.
• By integrating content, partnerships, and direct action, we successfully turned awareness into measurable impact, empowering thousands of voters across the country ahead of Election Day.

Results

• When building mission-driven campaigns for good, we aim to activate impact that you can measure and impact that you can feel – both of which we were able to achieve with Use Your Voice. 
• Quantitatively, in partnership with some of the most impactful voter education and voter rights organizations, we directly mobilized more than 100,000 individuals to take direct action at the polls in the 2024 election. But for us, impact is about so much more than numbers. 
• Beyond the quantitative metrics, which directly aligned with the campaign’s central objectives, campaign sentiment from partners and participants – whose opinions matter the most to us – includes the following: 
  • ​​HeadCount, Executive Director Lucille Wenegieme said, "As we head into this pivotal election, our partnership with Universal Music Group through the 'Use Your Voice' campaign is about more than just registering voters. Together, we’re making sure that every voice is not just heard, but impossible to ignore. At HeadCount, we partner with organizations that see the value of a multi-pronged approach to civic engagement to ensure we are reaching as many voters as possible - this is no different. We are so grateful for UMG’s strategic support during this election cycle. Together, we're inspiring a new generation to actively participate in shaping their future."
  • “The NAACP is proud to work with UMG in ensuring that democracy works, for everybody. Black voices matter, and we know that when our communities Pull up to the Polls, we’re heard," said Dominik Whitehead, NAACP SVP of Campaigns and Mobilization. "That’s why partnerships like these are so important in bringing the resources and tools necessary to ensure that every vote is counted, and every voice is heard. Let’s make this an election to remember!”
  • NCNW Vice President of Advocacy and Policy Portia White said, “We are delighted to partner with UMG on a joint venture to elevate our outreach and effort to ensure people can get to the polls to vote. Voting is most important in preserving democracy. The power of just one vote is how we collectively use our voices for change. For NCNW, we are encouraging Black women and youth (17-24) this election season to Pull up to The Polls.”
  • "Our vote is our voice and our power. When We All Vote is proud to partner with Universal Music Group to ease barriers to voting, like not having a ride to your local polling place," said Beth Lynk, Executive Director of When We All Vote. "The rides we're making available will ensure thousands of voters can Pull Up to the Polls ready to show up and show out to make their voices heard this election."
• "Voto Latino Foundation is excited to once again partner with Universal Music Group's Taskforce for Meaningful Change and the Use Your Voice Campaign," said Voto Latino Foundation Vice President of Communications Diana Castaneda. "Over 36 million Latinos are eligible to vote in November and we are doubling-down on our efforts to inform them about the relevant issues for our community and to register them to vote. Through collaborative and innovative voter outreach and engagement efforts with Universal Music Group's leadership, employees, and talent, this partnership will make a significant impact in meeting the moment."
• This impact reinforces the campaign’s success not only in reaching numeric goals but also in (long-term influence, sustained engagement, policy conversations, or cultural shifts).

Media