The worst party since afters at a stranger’s basement apartment

The USA has a new political party. Following an open vote on a platform that’s been retrofitted to deliver exactly the results he wants, Elon Musk responded to the overwhelming demand of less than a million people and established the imaginatively named ‘America Party’.

What does it mean? Aside from irrefutable proof we’re in the darkest timeline, there’s been plenty of analysis to try to figure that out (obviously), including looking back in history, real concern from Republicans, a look at the challenges of it succeeding, and how it might target vulnerable seats.

Given that, in the days following, Tesla shares dived and the X CEO resigned, it is at least further proof that Musk now has so much money, consequences appear inconsequential.

In many ways, it’s also notably unremarkable. New political parties are popping up around the world.

In Australia, Trumpet of Patriots infamously failed to get a tune out of the Australian public, despite Clive Palmer-funded ubiquity.  

Somewhat more successfully, in the UK, Reform now has an 11 point polling lead over the incumbent Labour government, despite being less than seven years old. But they’re clearly the exception - an attempt to spin up a left-wing alternative led by former Labour leader Jeremy Corbyn flopped in a blizzard of comrade-icidal WhatsApp messages.

These new entities are a natural response to a loss of trust in longstanding political parties, as evidenced by the rise of independents.

But they’re not about bringing fresh ideas or approaches, despite what their founders claim. If nature abhors a vacuum, the attention economy is practically allergic to one. As major parties slip from the consciousness of voters, upstarts mix a heady cocktail of opportunism and novelty to capture attention.

Of course, the challenge - as for every communicator - is to maintain attention, and turn it to trust and action. Given that requires a healthy dose of competence and consistency, it’s little wonder so many new political parties fail.