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It could decide the Texas Senate race: James Talarico’s effort to rebuild trust with Black voters has become one of the most closely watched stories of the 2026 midterms. After defeating Jasmine Crockett in a contentious Democratic primary, the white state lawmaker faced frustration from voters who felt his campaign had not done enough to acknowledge their concerns or earn their support.
That challenge was especially serious in a state where Black voters represent a major part of the Democratic coalition. Talarico must also persuade voters in a long-red state that has not elected a Democratic senator since 1988. His Republican opponent, Texas Attorney General Ken Paxton, remains a powerful campaign target, while the race has tightened in the final days.
A difficult start after the Democratic primary
Crockett had built a strong following among Black Texans, particularly Black women who are central to Democratic turnout in Dallas and Houston. Her supporters viewed her primary defeat as another painful example of political disappointment, especially after months of campaigning and organizing around her candidacy.
Political content creators Camille McCallum and Olive Okoro told MS NOW that they planned to vote for Talarico, but warned that many Black voters might not feel the same way. Their concerns were fueled by what they described as a lack of contact from the campaign and racist and sexist attacks posted online by some Talarico supporters.
McCallum said voters wanted an olive branch rather than an assumption that they would automatically support the Democratic nominee. Her message was direct: Black voters needed to feel like a priority, not a dependable bloc that could be taken for granted.
Talarico acknowledged that frustration. He said the Democratic Party had too often treated Black voters as a permanent base instead of as voters whose support must be earned in every election. He described that approach as dangerous and argued that campaigns need to listen more carefully to the communities they hope to represent.
James Talarico takes a bold outreach approach
The campaign’s strategy changed significantly during the summer. Talarico attended Opal’s Walk for Freedom in Fort Worth, met with faith leaders, visited historically Black colleges and universities, and expanded a volunteer network that eventually reached 45,000 people.
The most important test came at a July town hall in Houston. The event was designed to place Talarico in front of Black voters who had difficult questions about voting rights, Black farmers, diversity programs, campaign staffing and support for Black candidates.
When staff members attempted to end the meeting after roughly 45 minutes, Kandice Webber stood up and challenged the candidate.
“You cannot win without us,” she told him. “So you stay here and you answer our questions, or you suffer the consequences!”
Talarico remained for about 20 additional minutes. He also directly rebuked online supporters who had attacked Crockett and Black influencers during the primary fight.
“Please keep Congresswoman Crockett’s name out of your mouth,” he said, urging his supporters to treat his former opponent with respect.
That night, Talarico pledged to spend $25 million on Black voter outreach, calling it the largest investment of its kind in modern Texas history. The announcement signaled that the campaign understood persuasion alone would not be enough. It would also need to invest in organizing, media and turnout.
Money, presence and a changing coalition
By September, the campaign had hired three veteran Black Texas operatives, worked with Black-owned firms and purchased advertising in legacy Black media outlets, including Dallas Weekly and The Houston Defender. It also appeared on podcasts aimed at younger Black Texans.
Talarico increasingly appeared at events where voters were already gathering. He attended the State Fair Classic, an annual football game featuring Prairie View A&M and Grambling State, and visited Black churches, brunches, tailgates and community events.
At Concord Church in Dallas, Pastor Bryan Carter introduced Talarico as “a man of conviction, a man of faith, a champion for justice.” Talarico connected his political agenda to his religious background, discussing universal health care, poverty and corruption through biblical themes.
Yet he also recognized that traditional outreach alone would not be enough. Younger Black Texans, he said, may not regularly attend Sunday services, meaning campaigns must meet voters at cultural events, neighborhood gatherings and digital platforms.
A critical test for the Texas Senate race
Polling from the Texas Politics Project showed Talarico’s support among Black voters rising from 67 percent earlier in the campaign to 79 percent by October. Overall polling averages compiled by MS NOW partner FiftyPlusOne showed Talarico with a 3.5-point lead over Paxton with only days remaining.
The numbers suggest that the outreach effort may have repaired some of the damage from the primary. Still, the contest remains close enough that turnout, enthusiasm and access to the ballot could determine the result.
That concern grew after Tarrant County moved to reduce the number of Election Day polling locations from 316 during the previous midterm to 224. Civil rights organizations warned that the cuts could disproportionately affect Black, Latino and Asian American neighborhoods.
Talarico said voter suppression and big money were serious obstacles, but he continued to emphasize what he called “people power.” His campaign’s approach has combined direct listening, substantial spending and visible participation in community life.
Whether it is enough to defeat Paxton will be known after Election Day. But the campaign has already highlighted a broader question for Democrats: Can they build durable relationships with Black voters by listening, investing and showing up long before the next election?
Frequently asked questions
Why were Black voters upset with James Talarico?
Many Black voters felt overlooked after Talarico defeated Jasmine Crockett in the Democratic primary. They also criticized the lack of early outreach from his campaign and online attacks by some supporters.
How did Talarico respond to the criticism?
He attended community events, held a challenging Houston town hall, listened to voter concerns and publicly defended Crockett against harassment from campaign supporters.
How much did Talarico pledge for Black voter outreach?
Talarico pledged $25 million for Black voter outreach, including organizing, advertising, community engagement and turnout efforts.
Who is Talarico running against?
Talarico is running against Republican Texas Attorney General Ken Paxton in the 2026 Texas Senate race.
