In the 2024 presidential election, both Republicans and Democrats are wooing Latino voters, particularly in key states like Pennsylvania. With 19 electoral votes up for grabs and a significant Puerto Rican community, this state is a hotspot for political attention. Both Vice President Kamala Harris and former President Donald Trump have been courting prominent Puerto Rican voices to sway the Latino vote.

In August, reggaeton stars Anuel AA and Justin Quiles joined Trump at a Pennsylvania rally. Anuel AA even endorsed Trump, encouraging Puerto Rican voters to unite and vote for him. Trump sees these artists as key to winning over Puerto Rican voters, but his understanding of their culture isn’t always spot-on. At a Las Vegas rally, he misidentified Puerto Rican artist Nicky Jam as a woman, sparking backlash on social media.

Meanwhile, Democrats have their own celebrities. Actors Liza Colón-Zayas and Anthony Ramos campaigned for Harris in September, remembering the Trump administration’s response to Hurricane Maria. Trump withheld $20 billion in hurricane aid for three years, only releasing it weeks before the 2020 election. This has led to criticism of artists like Nicky Jam and Anuel AA for endorsing Trump.

Ray Callazos from UNIDOSUS notes that Harris’s surrogates appeal to English-speaking, assimilated Latinos, while Trump’s surrogates target younger Latino men. Both parties aim for the elusive endorsement of global superstar Bad Bunny, who is critical of the government in Puerto Rico and has hinted at his political views in the past.

Polls show Trump gaining more support among Latinos, especially younger voters. However, both Harris and Trump have been vague about specific plans for Puerto Rico. Puerto Ricans want action on issues like housing affordability and government accountability.

Artists’ endorsements might not sway the election, but they indicate how campaigns target Latino voters. Callazos emphasizes the need for honest, culturally competent outreach to engage Latino voters authentically.

Latino Stars and Politics: The 2024 Election Mashup

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