The content creator platform at the 2024 Democratic National Convention in Chicago, Ill.
Democratic National Convention staff
Over 200 digital content creators will attend the Democratic National Convention in Chicago this week with dedicated “creator credentials” that will grant these hugely influential, nontraditional members of the media special access to the party’s convention.
“Bringing creators to our convention will multiply our reach and ensure that everyone can witness democracy in action,” said Cayana Mackey-Nance, director of digital strategy for the Democratic National Convention Committee, in a statement to CNBC.
Creators are individuals who make money by posting content on the internet that advertisers pay to sponsor. They make no pretense of being politically nonpartisan, and they do not adhere to the traditional code of journalistic ethics.
The decision to formally elevate a dedicated group of creators is a first for a Democratic nominating convention.
It is also a window into the priorities driving the innovative media strategy that Vice President Kamala Harris’ presidential campaign has executed in its first month.
About one third of adults under 30 say they regularly get their news on TikTok, according to Pew Research Center. These younger adults are a crucial demographic for Democratic candidates, helping the party to offset the GOP’s typical dominance among voters over 65. In 2020, Democratic President Joe Biden carried voters under 30 by a whopping 24 percentage points.
The convention committee is providing these creators with exclusive access to the week’s events and guests. It will also have full-time staff working closely with the creators to help facilitate their engagement with the Harris campaign and the DNC’s digital partnerships team.
The DNC has even built a raised platform on the convention floor so that creators will have a dedicated space to engage with the event. Similar to traditional television network platforms, this one is specifically for creators to produce content, take selfies and interview attendees.
“We are just being given a separate opportunity, that respects the professionalism and the skills of journalists, while also acknowledging that content creators do have something to bring to the table, and have their own unique, special skill set,” said Elizabeth Booker Houston, a content creator who is attending the convention.
Houston is a lawyer and comedian with over half a million followers across various platforms. She creates videos that break down the latest news in law and politics, delivering complex topics in a relatable and easy-to-understand way for her audience.
Creators will not be paid to attend the convention or to produce content while they are there. Like traditional journalists, the content creators will also be responsible for their own transportation and housing expenses.
To offset these costs, some creators are securing sponsorships from advertisers. Houston said she will be producing…
Read More: Democratic National Convention grants special access to over 200 content