With a tough re-election battle on his hands, President Obama is going to need to rally the many different voter blocs that supported him in 2008. And, with 45 million young voters eligible to cast ballots in November, one of the ways he's reaching out to the 18-29 demographic is through the power of the beat.
In a new web ad that debuted on Tuesday entitled "DJs for Obama," the president is going after fans of EDM with a thumping commercial message anchored by DJ Cassidy, who explains that the movement by beat masters to support the president is intended to raise funds and awareness to help Obama secure a second term.
"DJs are about motivation, inspiration, celebration, that's why I think it makes such perfect sense," says Cassidy, a celebrity DJ who has worked the turntables at Diddy's infamous "White Party" in the Hamptons, served as Kanye West's touring DJ and performed at Jennifer Lopez's 2001 wedding to Cris Judd and Beyoncé and Jay-Z's wedding. "To not only celebrate this man but to motivate people to re-elect him."
The one-minute ad features images of a number of participating DJs, including Steve Aoki, D-Nice (of Boogie Down Productions), Rashida, Irie and Adam 12 (She Wants Revenge). "Four years is great," says Cassidy, who encourages Obama supporters to use whatever talents they have at their disposal to generate excitement. "But eight is what we need."
While the star wattage in support of Obama has dimmed somewhat since the 2008 election, a number of bold-faced names have come out in support of the president by hosting fundraisers or voicing their support, including George Clooney, Gwen Stefani, Beyoncé, Tom Hanks, Sarah Jessica Parker, Jon Bon Jovi, Jay-Z, Bill Maher, Steven Spielberg, Eva Longoria and Ricky Martin.
Check back for coverage on the 2012 election, and stick with Power of 12 throughout the presidential election season.