"During the 2024 presidential election, @KamalaHQ was something of an alter ego for Vice President Kamala Harris - as Harris ran a buttoned-up campaign, the online accounts shared clips of her set to viral TikTok sounds, shitposted unflattering pictures of Donald Trump, and adopted a voice that was at times indistinguishable from the average 20-something posting about politics on X. It was an effective way to rack up likes, engagement, and explainers, but it did not stop Trump from winning a second term."
"The same people who ran @KamalaHQ announced last week that they were reviving the accounts and rebranding as Headquarters, described in various places as a "Gen Z content hub," a " newsroom," and "an online media brand." Headquarters launched on platforms including Instagram, TikTok, X, Substack, and Facebook, where so far it has largely shared clips of breaking news moments: Bad Bunny's Super Bowl halftime show performance, for example, or of lawmakers grilling Trump administration officials about Jeffrey Epstein."
"The effort is a response to the reality that the right has spent years building up a content machine that now has a hold on the highest levels of the Trump administration, which itself is filled with podcasters, trolls, and internet agitators. By repurposing social media handles with millions of followers and an established voice, Headquarters is looking to flood the zone with un"
The @KamalaHQ account adopted a playful, Gen Z voice during the 2024 campaign, sharing viral TikTok-style clips, shitposting unflattering images of Donald Trump, and posting like a young political user on X. The team revived those accounts and rebranded as Headquarters, launching on Instagram, TikTok, X, Substack, and Facebook and posting breaking-news clips such as Bad Bunny's Super Bowl halftime show and congressional hearings on Jeffrey Epstein. The effort aims to counter a right-wing content machine by repurposing large-following handles and an established online voice to flood social platforms with viral political content and coordinate with local outlets.
Read at The Verge
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