A Gen Z pop star kicked off Harris’ campaign. Puerto Rican musicians may bring her to the finish line

In a surprising turn of events, Latin music superstar Nicky Jam, who had previously endorsed Donald Trump, announced his withdrawal of support this week. Jam’s decision followed the backlash against comments made by a comedian at Trump’s recent rally in New York, which disparaged Puerto Rico—where Jam’s parents are from. “Puerto Rico should be respected,” he told his 43 million Instagram followers.

Though Jam did not directly endorse Vice President Kamala Harris in his statement, he joined a growing list of prominent Puerto Rican artists—including Jennifer Lopez, Ricky Martin, Marc Anthony, and reggaeton icon Bad Bunny—who have publicly backed Harris or expressed criticism of Trump’s rhetoric. Lopez, for instance, is set to appear alongside Harris at a rally in Las Vegas, demonstrating the high-profile support that could sway Latino voters in key battleground states.

Harris’ campaign was always planning for star-studded events as the election nears, but the wave of support from Latino artists, especially in light of the negative comments about Puerto Rico, presents an unexpected boost. With a combined following of 390 million on Instagram alone, these celebrities could significantly influence voter turnout, particularly among Latino men, a demographic where polls indicate Trump has been gaining traction.

The Trump campaign has attempted to distance itself from the comedian’s remarks, with spokesperson Danielle Alvarez claiming, “This joke does not reflect the views of President Trump or the campaign.” Despite this, the damage appears to have been done, igniting a wave of criticism from the Latino community.

Support from artists like Bad Bunny—who shared Harris’ vision for Puerto Rico on social media—came as a pleasant surprise for the Harris campaign. While the campaign had hoped to secure his endorsement, they were not expecting him to take action so swiftly. Bad Bunny’s focus has largely been on Puerto Rico, and though his rep clarified that his post was not an official endorsement, the attention it garnered has been invaluable.

Latino celebrities wield significant influence within their communities. They serve as cultural validators, often generating discussions in Spanish-language media and mobilizing grassroots movements. According to Harris’ pollster, Matt Barreto, endorsements from recognizable figures can help spur voter turnout. “Any sort of celebrity, influencer, famous person has the ability to attract attention and attract eyeballs,” he said.

The timing of these endorsements is crucial, as they coincide with early voting. This unity among artists reacting to Trump’s comments reflects a broader sentiment within the Latino community, amplifying shared feelings of offense and solidarity.

The Harris campaign has embraced the power of celebrity since its inception, starting with British pop star Charli XCX, whose endorsement helped position Harris favorably among Gen Z voters. Charli’s enthusiastic support validated Harris’ candidacy, while Taylor Swift’s recent endorsement showcased her vast reach. Both campaigns have capitalized on this star power, with the Harris campaign flooding social media with celebratory content following these endorsements.

As Election Day approaches, Harris’ campaign continues to rally support from high-profile figures. The inclusion of Beyoncé in recent events underscores the strategy to mobilize voters through cultural icons. Trump, too, has sought celebrity backing, featuring well-known figures like Brett Favre and Dr. Phil at his rallies.

Despite the challenges, celebrity endorsements are believed to have a tangible impact on civic participation. A recent Harvard study corroborated that celebrity involvement can sway public opinion and encourage voter engagement.

The dynamic landscape of celebrity endorsements shows a mix of expected and surprising figures aligning with both candidates. While Trump enjoys a base of long-time Hollywood supporters, including Jon Voight and Kelsey Grammer, his campaign is now reaching out to popular social media stars, aiming to capture a younger audience.

As both campaigns jockey for position, the influence of celebrity endorsements cannot be overstated. In a tightly contested race, every voice matters, especially when the outcome could hinge on just a few hundred votes. The power of cultural figures to inspire and mobilize voters, particularly within the Latino community, is a trend that will likely shape this election and beyond.