Romanian folk-pop – manele – played a key role in the country's 2024 presidential elections. In Roma tradition, this musical genre expresses celebration and resilience. But Mimi Mihăilescu argues that for decades, Romania's politicians have exploited manele for their own ends
The Romanian folk-pop manele is a vibrant but controversial musical genre with its roots in the Roma community. Of course, music is a powerful tool for political persuasion, and for many years, Romania's politicians have exploited manele to their advantage. In so doing, they create a surreal interplay of cultural resonance and political strategy.
Manele's use in politics reveals a dark dynamic: the calculated exploitation of a culture that is simultaneously celebrated and stigmatised. In the 2024 Romanian presidential election, manele’s political utility is evident in three music videos: Tzanca Uraganu’s endorsement of far-right Alliance for the Union of Romanians (AUR) candidate George Simion, Dani Mocanu’s flashy tribute to National Liberal Party (PNL) candidate Nicolae Ciucă, and Alex de la Pitești’s support for the unexpected runner-up independent candidate Călin Georgescu. These aren’t mere campaign jingles. They’re cultural statements that raise uncomfortable questions about ethics, power, and the exploitation of marginalised voices.
Manele, with its unapologetically flamboyant style and emotionally charged lyrics, speaks to Romania’s working class and, specifically, to Roma communities. It’s a genre of resilience, celebration, and survival – a lifeline for those excluded from mainstream culture. Yet this very connection makes it ripe for political exploitation.
By associating themselves with manele, politicians humanise themselves in the eyes of this music's fanbase. But they do so without addressing systemic problems like poverty, discrimination, and the Roma community's underrepresentation.
Manele music resonates with disenfranchised voters who identify with its lyrics that deal with struggle, resilience, and celebration. When politicians associate themselves with manele, this reduces the music to a mere political tool, perpetuating its commodification and marginalising its creators yet further.
The politics-manele relationship is not new, as you can see from this 2004 electoral compilation CD:
Manele artist: 'Who are you voting for, comrade?'
Ceaușescu: 'I'm voting manele!!!'
Politicians have long recognised the genre's ability to reach marginalised communities. Indeed, President Traian Băsescu (2004–2014) famously enjoyed the endorsement of manele stars Florin Salam and Nicolae Guță.
However, Guță’s anthem for the Social Democratic Party (PSD) reveals that he isn't entirely committed to the party. Manele artists are shifting their support. The 2024 election marks a turning point at which manele’s role in politics has reached new heights of controversy and complexity.
Popular manele artist Tzanca Uraganu recently endorsed the far-right populist George Simion. The video exists at a calculated intersection of culture and propaganda. It depicts Simion as a populist saviour, blending nationalist symbols with Tzanca’s infectious beats. This renders Simion appealing to disenfranchised voters while maintaining his core nationalist voter base.
The video's aesthetic bridges the gap between AUR’s predominantly nationalist audience and the manele fanbase, a demographic often overlooked by mainstream politics. Simion’s campaign commodifies manele culture for political gain – he appears relatable and inclusive, while Tzanca amplifies his platform but could alienate his fans, who may interpret collaboration with Simion as complicity in AUR’s exclusionary policies.
In contrast, Dani Mocanu’s endorsement of PNL candidate Nicolae Ciucă is controversial and opportunistic. Mocanu is a manele artist notorious for his legal troubles, including charges of incitement to violence and connections to organised crime. The video is a lavish display of wealth and power, featuring Mocanu in luxurious settings, and depicting Ciucă as a disciplined, military figure.
The music video is unapologetically provocative. Mocanu’s gold chains, expensive cars, and entourages stand in stark contrast with Ciucă’s disciplined military image. His lyrics praise Ciucă's strength and stability, but the ostentatious visuals undermine this message, blurring the line between endorsement and satire. However, by aligning with Mocanu, Ciucă’s campaign doesn't just legitimise the artist’s controversial persona, it reinforces the perception that manele — and, by extension, Roma culture — is tied to scandal and excess.
The 2024 Romanian presidential election saw a major political upset with the rise of Călin Georgescu. Similar to the other candidates who relied on the commodification of marginalised cultures and the blending of political messaging with entertainment, Georgescu anchored his anti-establishment rhetoric in the emotional power of manele. Although the song performed by Alex de la Pitești was released after the first stage of the Presidential elections, and his popularity did not reach the point of the other two, it still managed to permeate social media platforms.
The song’s rapid virality on platforms like TikTok, Instagram, and YouTube magnified its impact, further blurring the line between cultural celebration and political propaganda. It portrayed Georgescu as a candidate who not only empathised with the struggles of ordinary Romanians but understood their cultural heartbeat — a stark contrast to the polished detachment of traditional elites. Videos of Georgescu supporters singing the song offered evidence of grassroots enthusiasm, and reinforced Georgescu's populist image.
The 2024 presidential race highlights the ethical complexities of using manele in politics, and raises questions about cultural appropriation. These song collaborations grant the politicians cultural clout but demand little accountability from them. Politicians have thus reduced manele to a mere campaign prop, perpetuating exploitation that values Roma culture only when politically convenient. By harnessing the power of manele, are politicians embracing a cultural expression — or exploiting it for convenience?
Social media has intensified this trend, with manele TikTok and Instagram reels crafted to go viral. Featuring humour and catchy beats, they engage voters while transforming music into a political statement. As Romanians head to the polls, manele’s beats resonate across rallies, social media, and homes, influencing perceptions and shaping opinions.
