By Kyle O'Brien

Rock the Vote has been around for over 25 years, rousing the MTV generation to the polls through the popular music of the time – hello Madonna in 1990.

The organization – the nation’s largest nonpartisan, nonprofit organization working to engage, register and turn out young voters – is still using music as a powerful messenger and lure, but the recent message utilizes location technology to incentivize young voters, who have been notoriously absent in recent elections. In the 2012 election, just 45 per cent of young Americans aged 18 to 29 turned out to vote.

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Source: The Drum