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Obama courts the EDM vote in new ad

August 14, 2012|By August Brown

Presidential campaigns have long micro-targeted messages for potential voters. But the Obama campaign's newest initiative is competing with more sensory overload than is usual: The campaign is going after the electronic dance music scene. 

The Obama campaign released a new Web ad Tuesday, "DJs for Obama," that courts the EDM crowd and its artists as potential advocates for spreading its message to the masses. Locals including Dim Mak maven Steve Aoki and She Wants Revenge's Adam 12 make appearances, and the ad draws a parallel between the uplift of mainstream dance music and the message of the campaign.

"DJs are about motivation, inspiration and celebration," says the ad's narrator, DJ Cassidy. "And that's why I think it makes such perfect sense to not only celebrate this man, but to motivate people to re-elect him."

Given the relative youth and pan-cultural appeal of EDM, the growing scene seems to be a natural audience for Obama's message. Though we must admit to a certain curiosity about what a comparably themed "DJs for Romney" festival would look like. Maybe no Red Bull and vodka cocktails, but perhaps some Kid Rock trance edits

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