MTV to register millennials to vote with live broadcast of celebs telling them to
Long ago, when dinosaurs with names like “Kennedy” roamed the earth, MTV held an annual bacchanal of content dedicated to getting out the vote. A flood of commercials would ensue, from the likes of Madonna, the Red Hot Chili Peppers’ Anthony Kiedis, and more. Most of this was the result of Rock The Vote, a non-profit formed in 1990 with the intent of registering young people to vote. The group has continued in that mission, albeit with a variety of changing tactics and slogans over the years, sometimes with longstanding partner MTV, others time separately. The group is still hard at work, back in 2014 enlisting the likes of Lil’ Jon, Lena Dunham, and Fred Armisen to try and make you give a shit about midterm elections. And now, MTV has decided to again partner with them in an effort to register millennials, also known as people who have likely never heard the phrase, “rock the vote.” Deadline reports the channel is hosting a voting special called Total Registration Live, an hourlong live special, on Voter Registration Day, Tuesday, September 27, at 6 p.m. ET.