Notes on Deconstructing the Populism: Music on the Campaign Trail, 2012 and 2016

Prelude

I began working on this article in 2014 in the wake of the 2012 presidential campaign. I was intrigued by the intersection of campaign music and the resurgence of populism in both the Romney and Obama campaigns. As the article was coming together in the summer of 2015, it became difficult to isolate 2012 from the looming 2016 campaign. The populism that often manifested as whisper, tremor, implication, and innuendo in the face of 2012’s establishment politics was more than insurgent in 2016, it was part of mainstream discourse and ethos. Populist rhetoric and policy were animating forces in the campaigns of both Donald Trump and Bernie Sanders. As this article goes to press, the nominees have been chosen, but it is unclear how the Republican and Democratic national conventions will play out, what tone the general election will take, and what effect populist sentiment will have on the party platforms and musical representation in the general election campaign. I attempt to address the sonic similarities between 2012 and 2016 and provide food for thought as 2016 races toward its conclusion and we are left to ponder how we arrived at this historical moment and how we move forward. As political scientists and pollsters wonder where they went wrong, perhaps cultural studies can weigh in and expand the methods for observing, predicting, and understanding the electorate’s moods, dispositions, and actions, and spark a different debate about politics and our role in it.

Introduction

In December 2011 Mitt Romney’s presidential campaign calmly announced the adoption of pop star Kid Rock’s “Born Free” as the campaign’s official song. The country-rock anthem from Rock’s 2010 album of the same name is a paean to the Americana ethos of radical individualism, freewheeling, and wide-open spaces.¹ The singer himself made few direct comments about the transaction, only stating via his Facebook page that “he and anyone else who wants to use my song do not need my permission. I said [Romney] could use it and I would say the same for any other candidate. I have to have a little faith that every candidate feels like he or she can help this country. Without faith, we got nothing. I make music to have it be heard. Merry Christmas folks! Rock on.”² Any other links between the artist and the candidate were downplayed by both the campaign and Rock’s spokesman. Months after “Born Free” was adopted, and for reasons speculated about but never confirmed, Rock began to appear alongside Romney in public. He performed “Born Free” to enthusiastic partisans and warmly greeted Romney before ceding the stage to the candidate. Rock himself declined to ever speak to Romney’s crowds, glibly remarking, “If I say a few words, you’ll shit your pants.” Rock eventually endorsed Romney and performed at the Republican National Convention. Rock claimed that he endorsed Romney for three reasons. First, Romney promised to make the revitalization of Detroit, the rocker’s home city, a priority. Second, Romney supported veterans’ welfare. Third, Rock trusted Romney to protect his money.³

In January 2012 Barack Obama’s campaign released his official campaign mixtape, a curated list of songs used for campaign events and available for free download as an mp3 playlist. The idea of the mixtape was to make a cultural statement and to give supporters a piece of the campaign that they could enjoy and share at any time, even if they only chose to listen to select parts of the playlist.⁴ The collection of twenty-seven tracks included a hefty dose of pop-country, classic soul, adult contemporary, and generally inspirational songs.⁵ Remarking briefly on the mixtape, reporter Claire Suddath noted the pragmatics of the selection to the campaign’s image—it was hip, Christian, classic, youthful, wise, and GLBT friendly.⁶ Conspicuously absent were Obama’s 2008 goto anthem, Stevie Wonder’s “Signed, Sealed, Delivered,” and the viral Internet hit “Yes We Can” by Will.i.am and John Legend (performed by an all-star cast in the...