When more than 102,000 people showed up to music festivals last fall, they weren’t just there for the performances. They were part of Grita Canta Vota—Shout, Sing, Vote—a nonpartisan effort that’s using the universal language of Latin music to bring eligible voters into the democratic process.
The campaign’s premise is straightforward: music sits at the heart of Latino culture, so why not harness that connection to spark civic engagement? Rather than relying on traditional voter outreach methods, this grassroots voter mobilization initiative partners with artists who already have the community’s attention and trust.
Building Momentum Through Artists and Media
The numbers from their recent push tell a story of significant reach. Forty-eight artists signed on to amplify the message, while 224 radio stations broadcast the campaign’s theme song as a public service announcement. The effort generated coverage from major outlets including Rolling Stone, LA Times, NPR, MSNBC, and The Hill—133 news articles and interviews in total.
In 2025 alone, the organization hosted seven concerts across the country, activating 54,600 people in 40 states. The reach extended far beyond those who attended in person, touching millions through social and traditional media channels.
What distinguishes this approach is its focus on culture rather than politics. By keeping the message nonpartisan and rooting it in music—something that already brings people together—the campaign sidesteps the divisiveness that often characterizes voter outreach efforts.
Looking Toward 2026
The organization positions itself as the leading Latino nonprofit promoting civic participation through cultural programming and music events, and it has ambitious plans ahead. The goal for the 2026 election cycle is to activate and mobilize one million Latinos who have never voted or are first-time voters.
That target reflects both confidence and necessity. Latino voters represent a growing share of the electorate, yet participation rates have historically lagged behind other demographic groups. Traditional voter registration drives often struggle to connect with communities that feel disconnected from the political process or face language and cultural barriers.
By meeting people where they already are—at concerts, on social media, through radio stations they already listen to—Grita Canta Vota is betting it can reach voters that conventional methods miss. The festivals aren’t just about music; they’re about creating spaces where civic engagement feels accessible and relevant.
As the 2026 midterms approach, the campaign’s model offers a template for how cultural organizations can play a role in democracy. Rather than treating voter registration as a transactional checkbox, this Latino civic engagement campaign is building something intended to last beyond any single election—a sustained connection between cultural identity and political participation.
