The digital remnants of the 2024 campaign trail are getting a makeover, but not everyone is buying the new look. Kamala Harris recently announced that her former campaign social media hub is transforming into “Headquarters,” a progressive content collective aimed squarely at Gen Z.
While the move is intended to keep the former Vice President relevant with younger voters, the rollout has already hit a speed bump of skepticism.
During a segment on CNN’s “Inside Politics” this Thursday, host Dana Bash and her panel didn’t hold back while discussing the new handle, @headquarters_67. The “67” is a nod to a viral, albeit nonsensical, internet meme stemming from rapper Skrilla’s music and NBA player LaMelo Ball.
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To the uninitiated, it’s just a number; to the “extremely online,” it’s a piece of ironic humor. Bash, however, was quick to point out the awkwardness of the attempt, suggesting that the effort to look hip might actually be falling into the “cringe” category.
The account had been silent since the November election, when Harris and Tim Walz lost to Donald Trump. Its return was marked by a teaser video filled with “insider” internet lingo and references to the 2024 cycle. While Harris will hold the title of “chair emerita,” the day-to-day operations will be advised by her former aides, including Rob Flaherty and the original managers of the Kamala HQ account.
Transitioning from a high-stakes political machine to a “progressive content hub” is a bold experiment in modern branding. The goal is to create a space where young activists can engage with policy through the lens of internet culture.
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However, as the CNN panel highlighted, there is a very thin line between authentic engagement and trying too hard.
For a generation that prides itself on sniffing out inauthenticity, “Headquarters” has a steep hill to climb if it wants to be seen as more than just a relic of a failed campaign trying to find a second life.
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