Lil Jon’s electrifying cameo at the Democratic National Convention (DNC), representing Georgia during the state roll call, might have seemed like a delightful random moment to some viewers. However, this appearance was far from spontaneous. It was the high point of a viral meme that connected the rapper to then-vice presidential candidate Tim Walz, and a nod to Lil Jon’s decade-long history of get-out-the-vote initiatives.
The unexpected DNC appearance of the hip-hop icon was the brainchild of two women: political strategist Ashley Spillane and Lil Jon’s long-time publicist, Tamar Juda. Recognizing the buzz around the viral meme, they proposed the idea to the White House and the Kamala Harris campaign, suggesting leveraging it at the convention. Campaign leaders loved the concept of integrating Lil Jon into the state-by-state musical roll call, making him the sole live performer in a lineup curated by DJ Cassidy. The result? A moment that resonated far beyond their initial expectations, becoming one of the most talked-about segments of the entire DNC.
The Genesis of the Lil Jon DNC Meme
The meme that sparked this political-pop culture crossover began when Kamala Harris chose Tim Walz as her running mate. Social media users, particularly on TikTok, cleverly transformed the iconic lyrics of Lil Jon’s hit “Get Low,” changing “to the window, to the wall” into “to the window, to the Walz.” Spillane and Juda, who had previously collaborated on a Rock the Vote campaign a decade prior, repurposing Lil Jon’s 8-times-platinum track “Turn Down for What” into “Turn Out for What,” saw an opportunity. They decided to explore how this viral moment could be translated into real voter engagement and excitement, especially among delegates. In an interview with Variety, they shared the behind-the-scenes story of how this memorable moment came to life.
From Viral Trend to Political Stage: The Backstory
Ashley Spillane recounted the origins: “Chronologically, Tamar, Jon, and I collaborated on a Rock the Vote campaign in 2014. Tamar and I became good friends then, and being both political and hip-hop enthusiasts, we constantly watch for these cultural intersections. When the ‘from the window to the Walz’ memes began circulating organically online, we immediately started sharing them. Recognizing the social media traction, we contacted each other to explore potential collaborations. I reached out to Tamar to gauge Jon’s interest, while I contacted the campaign to see their thoughts.”
Lil Jon, Tamar Juda, and Ashley Spillane at the Democratic National Convention
Image alt text: Backstage candid shot of Tamar Juda, Lil Jon, and Ashley Spillane smiling together at the Democratic National Convention, showcasing the team behind the viral moment.
Spillane quickly connected with Colleen Loper at the White House, who then linked her with Carla Frank, the campaign’s director of surrogate engagement (now with the Walz team). Frank’s response was immediate and enthusiastic: “This would be amazing. Let’s make it happen.”
Tamar Juda added Lil Jon’s initial reaction: “When I approached Jon about the DNC and White House potentially wanting to do something given the ‘from the windows to the Walz’ viral moment, asking if he’d be open to it, his response was, ‘Absolutely. Let’s figure out something impactful and fun for everyone.’”
With Lil Jon on board, Spillane, Juda, and Carla Frank collaborated to develop and execute the plan.
Juda emphasized the significance of an all-women team: “In these times, it’s a beautiful moment to have women orchestrate this for Kamala and her campaign, especially considering the critical issues at stake that resonate deeply with women. As a woman in my position, working with Ashley and the women at the DNC and White House was truly an honor. Jon also expressed immense pride in having women lead this initiative.”
Crafting the Performance: “Turn Out for What” and “Get Low” Remix
Spillane detailed how the performance concept evolved: “Colleen Loper and Carla Frank at the White House and campaign respectively, suggested the roll call idea. Tamar and I then brainstormed how to incorporate ‘Turn Out for What’ again. Carla Frank also proposed integrating ‘Get Low.’ It was a collaborative, all-female creative process.”
Juda highlighted Lil Jon’s creative input: “It was crucial for Jon to adapt the lyrics of ‘Get Low’ to include references to Kamala Harris or VP Harris and Governor Walz. We worked together on the phrasing, and he finalized exactly what he wanted to say. Furthermore, Jon insisted on including ‘We’re not going back,’ emphasizing its importance and connection to Kamala Harris’s campaign messaging. He seamlessly integrated ‘We’re not going back’ into the transition from ‘Turn Out for What’ to ‘Get Low’ during his live performance.”
To prepare the music, Lil Jon revisited his “Turn Down for What” remix for Rock the Vote, adapting it to “Turn Out for What.” He then merged it with a customized “Get Low” track. This combined file was then sent to DJ Cassidy for integration into the DNC’s musical roll call segment.
To maintain secrecy and surprise, Lil Jon did not attend rehearsals in person. Instead, his road manager handled the on-site logistics and camera blocking, ensuring the surprise element for the DNC broadcast.
Lil Jon’s Perspective: An “Iconic Moment”
Lil Jon himself shared his enthusiasm via email: “I was initially invited to DJ for the Georgia Delegates at their DNC party. My publicist, Tamar Juda, connected with the DNC [through Ashley Spillane at Impactual], and they collaborated on my performing during the GA roll call… I thought it would be pretty wild, so I was completely in! Knowing ‘Turn Down For What’ would energize the arena, it was important to me to not only flip ‘Get Low’ to ‘VP Harris… Governor Walz,’ but also include Kamala Harris’s slogan ‘We’re not going back.’ It was an honor to create an iconic moment.”
Lil Jon performing at the Democratic National Convention
Image alt text: Rapper Lil Jon energetically performing live with the Georgia delegation at the Democratic National Convention, captured during the state roll call ceremony.
A Decade-Long Commitment to Voter Engagement
Spillane reflected on the earlier “Turn Out for What” campaign: “As president of Rock the Vote in 2014, we wanted a midterm anthem. ‘Turn Down for What’ was the year’s biggest hit. We thought, ‘What if he re-recorded it as ‘Turn Out for What’ for the election?’ He was incredibly collaborative and dedicated to boosting voter turnout.”
Juda elaborated on Lil Jon’s connection to the “Turn Out for What” concept: “Jon loved the idea of switching it to ‘Turn Out for What,’ making it about any issue that motivates people to vote. He appreciated how seamlessly it all came together.”
Full Circle: From Rock the Vote to the DNC Stage
“Bringing back ‘Turn Out for What’ at the DNC was a remarkable ten-year full circle moment,” Spillane noted. “We anticipated a positive response from the political audience, but we were overwhelmed by how viral it became. It was one of the most viral moments of the entire week.”
Spillane also highlighted the personal connections involved: “I previously worked for Governor Walz in 2010. Now, with my social impact consulting firm, we collaborate with philanthropists, celebrities, and companies to promote civic engagement. The convergence of these long-term friendships, all women, working behind the scenes to make this happen was truly special. These moments are significant. In politics, it’s rare for non-political individuals to engage so enthusiastically, and my phone was buzzing non-stop. It’s exciting to reach the audience we aim to engage and inspire.”
Juda concluded by emphasizing the broader impact: “This moment has possibly raised expectations for future roll calls. Lil Jon’s team is immensely grateful to the DNC for trusting him to deliver this memorable moment for both the convention and hip-hop culture. For Jon, a Georgia icon, representing his state on this platform was a profound honor.”
Spillane hinted at future collaborations: “Tamar and I are excited to continue brainstorming future projects. You can definitely expect more from us.”
Examples of the “to the Walz” viral meme that inspired the convention appearance:
Instagram meme example: To the Window To The Walz
Image alt text: Screenshot of an Instagram meme video featuring John Walsh, playing on the “to the window to the Walz” lyric with humorous visuals.
Twitter meme example: To The Window To The Walz text
Image alt text: Screenshot of a tweet showcasing text-based meme humorously applying the “to the window to the Walz” phrase in a political context.
