Kamala Harris’ campaign is launching a Twitch channel

The Kamala Harris campaign is launching its own Twitch channel, which will stream the vice president’s inaugural address on Thursday.

The Twitch channel is part of the campaign’s broader strategy to engage young and hard-to-reach voters online. The account is under the name “kamalaharris”, joining the campaign’s suite of social media and streaming accounts like Facebook, Instagram, TikTok, X, and YouTube.

“The Vice President’s speech tonight will be one of the most important moments of the entire campaign to date—and we’re making sure we bring her to voters wherever they can, including Twitch,” Seth Schuster, a spokesperson for Harris, told WIRED in a statement. “Our mission as the campaign is to disrupt the traditionally personalized media landscape and bring the Vice President and her vision for the future directly to the hardest-to-reach voters who will decide this election.”

The Harris-Walz campaign has invested heavily in digital, hiring more than 175 staffers across digital organizing, content creation, digital advertising, and fundraising. In the week since Harris jumped to the Democratic front-runner position, TikTok KamalaHQ Rebranded The account saw its followers increase fivefold, and Harris-focused content received 232 million views and 33 million likes.

There is also 200 Certified Creators to cover the Democratic National Convention this week. This is the first time independent creators were given access to the DNC and were given the opportunity to interview politicians and party leaders like DNC Chair Jaime Harrison.

The Harris campaign isn’t the first to join Twitch. The Joe Biden and Donald Trump campaigns also joined Twitch in 2020. Trump’s account was suspended after the Jan. 6 attack on the Capitol and only restored this summer. When the Biden channel launched, the Biden team streamed a show from the back of the train the current president was riding while playing lo-fi tunes reminiscent of 24 hour relaxing music stream.