Latin Music Superstars Alejandro Fernandez and Maná Partner to Get Out Latino Vote

A new get out the vote effort aimed at Latino voters is driven by Latin music superstars, invoking a sense of unity to push voting for everyone from essential workers and DREAMers, to farmworkers and students in the community, Newsweek has learned.

The "Vota Por Nosotros" campaign will include PSAs from Mexican music royalty Alejandro Fernandez, and Fher Olvera, the frontman for Maná, which is widely considered the most successful Latin American band in history. It will also include videos from Christian Nodal, Los Angeles Azules, and Alex Fernandez.

The national campaign will begin on Estrella television network and its radio stations before expanding to other major Spanish-language networks. While the campaign is national, it will likely hold particular appeal in states with large Mexican-American populations, like Texas and California, as well as Nevada and Arizona.

While the Get Out The Vote (GOTV) effort is not endorsing a candidate for president, both Maná and Fernandez have a history of supporting Democratic candidates.

"For many years we have spoken and sung about the important issues impacting the health of our planet and our people," said Olvera, whose band played at an Obama campaign rally in 2012 before 11,200 people in Las Vegas. "Issues like the environment, immigration, and the well-being of our community. You have the opportunity to use your vote to advance these issues and to insure that the Latino voice is counted."

Fernandez, who has sold more than 30 million albums during his three-decade career, is the son of Mexican music legend Vicente Fernandez, who recorded a corrido for Hillary Clinton in 2016.

In the new PSA provided to Newsweek, he says immigration is personal for his family.

"My father came to the U.S. undocumented," said Fernandez, who allowed the Biden campaign to use his song "Decepciones," or Disappointments, for a video outlining the way Donald Trump has disappointed the Latino community. "As children we listened to his stories of crossing the Rio Grande looking for a better life for him and his family. As Mexicans, as Latinos, wherever we are, we have the duty to defend the rights of our people."

He concludes the PSA by saying that while he cannot vote, he encourages Latino voters to think of everyone who doesn't have a voice as they go to the polls.

Latino voters are the largest racial or ethnic group in the 2020 electorate, with a record 32 million eligible voters. But effectively reaching them can prove difficult due to ethnicity and language considerations, and because the disparate group is disproportionately younger than other constituencies. National groups like Voto Latino have successfully used celebrities and artists to reach this younger group with messengers and validators they know and trust.

Maria Cardona, a veteran Democratic strategist, conducted early research on the Latino vote in 2004, in an attempt to identify community influencers. In addition to abuelas, or grandmothers, and the family doctor, many people mentioned various celebrity figures.
And politicians did not make the cut.

"I think it's really impactful and super smart to have them do that," Cardona said of the PSA campaign utilizing celebrities to convey the message. "In our community celebrities have always been a draw. A band like Maná is not just able to transcend nationalities, but also generations."

Democrats believe an effort like this can help in an unwieldy state like Texas—where voter interest is historic and early voting numbers are extremely high—to get even more Latinos to vote.

In Austin, Texas, for example, a stunning 97 percent of voters registered to vote before the deadline. In Harris County, the third-largest county in the country, 128,000 people voted Tuesday on the first day of early voting. The Biden campaign is also spending millions in Texas, a first for a modern Democratic candidate for president, aimed at the heavily-Latino areas of El Paso and San Antonio, underlining the importance of the community in an effort to turn the state blue.

"As someone who was part of coordinating the event on the ground for Obama where Maná played a set in North Las Vegas where there are lots of Latinos, that was one of the largest events for the Obama campaign," said Cesar Blanco, a Texas state house representative from El Paso.

"When you have groups like Maná and Alejandro Fernandez," he said, "these are folks that reach Latinos in ways elected officials don't."

Alejandro Fernandez
Mexican music royalty Alejandro Fernandez whose song was featured in a Biden campaign ad this year is lending his voice to the Latino GOTV effort. Courtesy Bernardo García
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Maná frontman Fher Olvera is among the Latin music superstars partnering to Get Out the Latino Vote with PSA's on Spanish-language TV and radio Courtesy Yeison Santiago