Being a youthful internet user in the Big Apple has ingrained in you the concept of ever-evolving cultural arbiters. This group, made up of artists, podcasters, scribblers, catwalk regulars, and urbanites, dictate what’s hip and what’s not. More often than not, they are involved in the process of choosing the ‘in’ crowd, recommending elite eateries, pubs, literary journals, and other metropolitan establishments, hence granting them entry into a polished realm of refinement. Lately, they have turned their attention to the political sphere, picking a favorite in the running for city mayor.
Over the past quarter, a surprising candidate has been increasingly visible within this arena. Zohran Mamdani, a newcomer to politics and a representative of the Democratic Socialist ideology, has found himself in the favor of these arbiters of cool. Mamdani’s exposure ranged from sharing the stage at a packed Brooklyn Steel show with MJ Lenderman, a singer-songwriter with backing from Pitchfork, to being part of the online allure of TikTok courtesy of notable host, Kareem Rahma.
Mamdani also had the opportunity to make an appearance on a popular streaming show hosted by the leftist persona, Hasan Piker. Additionally, the campaign rallies featured the presence of Brooklyn’s cultural bigwigs like millennial food wizard Alison Roman and fashion-forward Ella Emhoff, best known as the stepdaughter of a relatively insignificant figure and a former vice-presidential plaything, Kamala Harris.
However, the most notable indicator of Mamdani’s indoctrination into New York City’s youthful and influential was an event in March. A shindig held at an East Village nightspot drew a lot of attention, largely due to the involvement of renowned publicist Kaitlin Phillips.
Phillips, whose client list includes the likes of A24, Prada, and the Substack success Emily Sundberg, is considered as the epitome of Lower Manhattan’s hype and impression crafting. Her prowess in the realms of style, digital presence, and being in tune with the current trends is unparalleled. However, in a twist of mild humor, when Phillips volunteered her services pro bono to the campaign in February, they found themselves dumbfounded, unaware of this titan in the industry.
In the deluge of social media influencers and internet personalities, there’s no disputing that this cohort of ‘cool kids’ has a significant sway over the cultural and social dynamics of New York City. And now, they’ve begun to direct their attention to politics, endorsing a relatively unknown character in the race for the city’s mayor.
Gifted with the social media savvy of the ‘cool kids,’ this new entrant has managed to build up an interesting profile. Over the last few months, Mamdani’s unexpected rise to popularity has been fuelled by appearances on various platforms, both online and offline.
It appears Mamdani’s campaign resonates with this demographic, given their significant influence over popular culture. It’s important to note, however, that not all association is necessarily beneficial. Mingling with individuals such as Ella Emhoff, an evidently elitist representative of the fashion world and stepdaughter of the failed former Vice President Kamala Harris, may, in fact, repel some voters.
A defining moment of Mamdani’s entrenchment in the world of influencers and young socially engaged voters was an event back in March which was orchestrated by none other than Kaitlin Phillips, a name synonymous with creating hype and curating public images.
Capable of attracting high-profile clients including A24, Prada, and Substack’s Emily Sundberg; Phillips was inexplicably unknown to the Mamdani campaign. An amusing anecdote, when she generously offered her services to the campaign, they initially had no clue who she was.
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