How Sony Music Group Mobilized Young Voter Participation During the 2024 EU Elections

On May 2, Sony Music Group announced the launch of Your Voice, Your Power, Your Vote in the European Union, our non-partisan voter campaign encouraging participation in the EU elections between June 6-9. The campaign included a collection of videos, across multiple platforms in multiple languages, featuring a call to action to vote from Sony Music Group’s roster of artists and songwriters. 

Artists, including Clueso, Lotte, $oho Bani and Alvaro Soler were even spotted on billboards in different neighborhoods around Berlin, calling those passing by to “Take Action and Vote.” 

The campaign was run in partnership with the European Youth Forum—which represents over 100 youth organizations across the continent. This was a new, exciting way for both Sony Music Group and European Youth Forum to reach young voters who are not already politically engaged.  

When asked about her thoughts on the strategic partnership, María Rodríguez Alcázar, President of the European Youth Forum, explained: “Music is a way of expression, and we know that there are many artists who are very much committed to values that resonate with ours. Having artists who are committed to spreading the word…was really the goal and how we understood this partnership.” 

“Young people are key to a vibrant society,” added Towalame Austin, Executive Vice President for Global Philanthropy and Social Impact of Sony Music Group. “They care about the world we live in and are active and engaged every day through widespread movements, activism and more. However, while social action ensures their voices are heard, voting is also key to ensuring they are listened to. We are delighted that our artists and songwriters have come together to support the Campaign.” 

In addition to mobilizing young voters across Europe, the European Youth Forum informed and engaged with Sony Music Belgium employees in an in-office Q&A session ahead of the elections. The panel—moderated by Ricardo Castanheira, Sony Music’s Senior Vice President of Public Policy & Government Relations Europe & Latin America—featured Alcázar; Benjamin De Moor, European Youth Forum’s Communications and Creative Manager; and Marialena Yannoulatou, European Youth Forum’s Communications Officer. 

Thank you to the European Youth Forum, as well as our artists and songwriters, for all the support throughout our voter campaign. Visit European Youth Forum’s website and follow them on social media (Facebook, Instagram, X, LinkedIn, YouTube) to receive updates on the 2024 EU Elections.