Are We About to Get Our First TikToker-In-Chief?

The under-the-radar Democratic primary outcome foreshadowing the potential impact of the creator revolution

“Did you see the results of the democratic primary for North Carolina’s attorney general?”

It’s a question most people surely weren’t asking around office water coolers the morning after Super Tuesday. After all, who outside the borders of the Tar Heel State would even be impacted by North Carolina’s democratic primary race for attorney general? Even inside North Carolina, people didn’t talk much about the race unless you were the wonkiest of political wanks.

But the outcome should interest everyone whether they’re interested in politics or not. And even though it might not seem like it, the outcome is particularly interesting to anyone interested in media, marketing, and the broader entrepreneurial landscape related to customer acquisition. To understand why, let me share some background.

The primary had three candidates, but two frontrunners: Satana Deberry and Jeff Jackson. Deberry has been serving as district attorney for Durham County for the past five years and spent the 25 years prior to that as a public lawyer. She had endorsements from roughly half the most influential endorsing groups in the state.