Propper Daley

Case Study

Interscope x Votes

Interscope Geffen A&M Records


Making civic engagement accessible for young people

Project Type

Social Impact Producing

Impact Area

Civic Engagement

Client Type


Client Need

IGA knows better than most that nothing unites us like the power of music. With the most consequential election in a generation occurring in 2020, they set out on a mission to leverage their deep and diverse roster of artists – and their legions of passionate fans – to empower a mass movement toward civic engagement.   Needing to create a unified campaign that would also appeal to individual artists, Interscope called on Propper Daley’s creative consulting services to guide them in quickly building the public facing work.

Our Approach

With PD’s advising and creative support, Interscope launched Interscope x Votes, a coordinated campaign to increase voter turnout, promote early and mail-in voting, and support efforts to address a nationwide shortage of poll workers ahead of the November 3rd national election. PD named the program, built the narrative impact approach, supported their internal creative services department to develop engaging content that delivered clear campaign messages, collaborated with their social media team on asset development and copy, and connected to initiative partners.


Timed for maximum impact in the crucial final weeks before the election, Interscope x Votes resulted in engagement across their artist roster through a turn-key, curated tool kit prompting artists to give their audience (especially first time voters) the critical information needed to register to vote, how to vote early and ensuring they make a plan to vote so their ballot was counted. Selena Gomez did a deep partnership with the initiative releasing Selena x Votes with IHeartMedia and Spotify, a playlist for the polls.  Throughout the initiative multiple campaign partners were engaged such as Vote Early Day, When We All Vote, Black Voters Matter and Voto Latino to create campaign tools, highlight key campaign moments, and seek opportunities for further engagement. The initiative was covered by multiple press outlets including Variety, Billboard and Grammy.

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