New York City mayoral frontrunner Zohran Mamdani hosted more than 70 content creators at his campaign headquarters for an influencer-only briefing. The event, which reached a combined audience of 77.3 million users across social platforms, represents a strategic shift in how campaigns engage with voters through non-traditional media channels.

Mamdani, a 34-year-old state assemblyman and self-described democratic socialist, took questions from a diverse group of content creators spanning platforms including YouTube, Instagram, TikTok, X, Substack, and various podcasts. The campaign said most attendees were cultural, lifestyle, and identity influencers rather than specifically political figures.

“You are doing the critical work of reaching those who are not yet engaged, those who are disaffected, those who are too busy trying to figure out how to survive to actually engage in the politics,” Mamdani told the assembled creators at the event.

The 40-minute briefing provided content creators direct access to ask questions ranging from specific policy matters to more casual inquiries. NBC News, granted exclusive access as the sole traditional media outlet in attendance, reports that creators asked about education, immigration, and child care policies, often with direct tie-ins to their personal experiences or audience interests.

Campaign Prioritizes Digital Strategy

The influencer-only press conference emerged from a campaign that has invested heavily in digital media since its inception. Mamdani’s rise in New York City politics coincides with his strategic use of social media content and engagement with influential podcasters, YouTubers, and TikTokers.

“We’re going to make two highly produced videos every month, and we’re going to supplement that with our own videos that we take with an iPhone here and there,” Mamdani told WIRED in a recent interview, describing his early campaign strategy decisions that consultants initially advised against.

The campaign is organized by “Creators for Zohran,” a grassroots group of influencers led by Aidan Kohn-Murphy, founder of Gen Z for Change, and Alexis Williams, a content creator and engineer. The influencer event generated more than 31,000 livestream views, according to a report by “User Mag,” Taylor Lorenz’s tech and online culture publication.

Political Communication 

Mamdani’s approach reflects a broader trend in political communication. Recent examples include White House press secretary Karoline Leavitt holding briefings for pro-Trump influencers, Senator Elizabeth Warren conducting virtual briefings with social media influencers, and President Biden hosting more than 100 influencers at the White House in 2024.

“I think too much of politics has become artificial, has become the creation of a self that is actually divorced from the way in which you grew up in the world,” Mamdani said in his WIRED interview, explaining his rejection of traditional political image management.

Creators Emphasize Accountability

Several influencers expressed commitment to holding Mamdani accountable for campaign promises while valuing the access his campaign provides.

“At the end of the day, while we’re all very fond of him because he has made a great effort to connect with us, it’s also incredibly important that we hold him accountable,” New York-based creator Isa Buitrago told NBC News. “Because no politician should ever be on a pedestal, regardless of how amazing they are.”

Ayem “Prance” Kpenkaan, a sketch artist and comedy creator, said for NBC News, “I don’t think anyone here is interested in just doing propaganda. We have audiences who trust us. And there’s no point in lying to them because we’ve spent years building that trust.”

Policy Focus Remains Central

Despite the unconventional format, Mamdani’s policy agenda remained the focus of the event. He answered questions about his headline proposals, including free bus services, rent freezes for New Yorkers in rent-stabilized units, and universal child care.

When asked about concerns that wealthy New Yorkers would abandon the city if he wins, Mamdani responded with policy specifics: “The reason that I’m looking to increase income taxes on the top 1% of New Yorkers, those making $1 million or more by just 2%, the reason that I want to increase the state’s top corporate tax rate to match that of New Jersey is such that we can fund the affordability agenda that will transform the quality of life for each and every person in the city.”

The NYC mayoral election is scheduled for November 4, with polls showing Mamdani holding a lead against opponents, including former governor Andrew Cuomo.

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