Emily White has a gift for seeing connections others might miss. As a music industry executive, she spent years filling concert venues with excited fans. But when she realized elections often come down to margins the size of those same venues, she had a bold idea: Why not use concerts to boost voter turnout?
Thanks to the support of the SNF Agora Institute, #iVoted has grown into a data-driven initiative that proves how collaboration, innovation, and creativity can inspire civic change. Now, to celebrate the artists who’ve supported the cause, a specially curated Spotify playlist featuring performers from the #iVoted concerts is available for free. [Listen here.]
The Three Keys to #iVoted’s Success
Over the years, White has learned that big ideas need simple principles to stay on track. She credits three takeaways as the foundation of #iVoted:
- Do Something That Makes Sense: “When I realized elections are decided by the size of concert venues, it was an easy leap to ask, ‘Why not fill those venues and tie in voting?’” White says. The overlap between live music and voter turnout was too powerful to ignore.
- Do What Interests You: As a lifelong music lover, White leaned into what she knows best. “I’ve spent my career in the music industry, so it felt natural to combine that passion with civic engagement,” she says. “I wanted to make voting as exciting as a concert.”
- Take What You Have and Apply It: White used her industry expertise and connections as the foundation of the campaign. With SNF Agora’s academic resources and JHU student talent, #iVoted evolved into something bigger and more strategic than she ever imagined.
How SNF Agora and Students Took #iVoted to the Next Level
White’s research partnership with SNF Agora provided the structure and expertise to refine her idea. Through her visiting fellowship, she collaborated with Professor Eliza O’Reilly in the Whiting School of Engineering and a team of talented undergraduates led by Tomoya Furutani to develop tools that transformed #iVoted into a data-driven powerhouse.
For the 2024 election cycle, the team created an interactive spreadsheet that allowed #iVoted to pinpoint which artists in each U.S. city could mobilize the most low-propensity voters.
“It’s not just about booking artists with big followings,” White explains. “It’s about booking the right artists—ones whose fans are least likely to vote but could be persuaded.”
The project didn’t just benefit #iVoted; it also gave students valuable hands-on experience. “The students brought a level of innovation and enthusiasm that was incredible to watch,” White says. “They weren’t just helping—they were shaping the campaign.”
Meeting Fans Where They Are
At its heart, #iVoted works because it connects with people where they already are: at concerts, with the artists they love. The campaign isn’t about lecturing—it’s about creating an experience that feels fun, personal, and meaningful.
White recalls meeting fans at a Pittsburgh show featuring Tee Grizzley and Skilla Baby. “These young women told me, ‘We checked our voter registration to get in,’” she says. “They were so excited—not just about the music but about being part of something bigger.”
What’s Next for #iVoted?
Looking ahead, White has ambitious plans for #iVoted. She wants to expand from one-off shows to full tours and incorporate campaigns around key issues, like clean energy jobs, to reach even more people. “We’re just getting started,” she says. “The tools we’ve built with SNF Agora have so much potential, and I want to keep students involved every step of the way.”
A Simple Call to Action
For White, #iVoted is about more than concerts or voter registration. It’s about proving that creativity and collaboration can solve big problems.
“The advice I give to anyone who wants to make a difference is simple,” she says.
“Take what you’re good at and apply it to something that matters.”
Built by White’s vision, the support of SNF Agora and JHU faculty, and the brilliance of JHU students, #iVoted shows how democracy can thrive when we meet people where they are—one concert at a time. Listen to the #iVoted Spotify Playlist
Acknowledgment:
The following JHU students built the interactive spreadsheet and data model for Emily White’s fellowship project that continues to be utilized: Tomoya Furutani, Jasmine Lafita, Jackson Shapiro, Cathy Wang, and Emi Hakutani, all under the guidance and leadership of JHU Professor Eliza O’Reilly.
Photography credit: Jamie Geysbeek