In 1990, music executives founded Rock the Vote in response to the censorship of hip-hop and rap artists. Our first partnership, with MTV, promoted the message that “Censorship is Un-American” and activated millions of young people across the country to exercise their rights and represent their interests. For thirty years, we have continuously adapted to the changing landscapes of media, technology and culture to breakthrough and empower each new generation. We are drawing on our decades of experience to deploy the most effective and impactful messages, tactics, and technology to uplift and empower the largest, most diverse generation in U.S. history. We do this while also pioneering innovative ways to make democratic participation more accessible and defending young people’s right to vote. The challenges young voters face as new voters are not insurmountable. Our efforts focus on research-driven programs and innovative solutions to right the system and ensure each youth generation is represented in our democracy.