In the 2008 presidential race anything and everything is political – right down to the selection of music.

Before John McCain ended his speech Thursday night to the swingin' beat of "Raising McCain," you can bet campaign strategists had very carefully considered the impact of using singer-songwriter John Rich (lately of Big & Rich) and how the tune he penned specifically for McCain would strike Americans.

"The title of the song speaks for itself," said Cassandra Pye, former deputy chief of staff for Gov. Arnold Schwarzenegger. "They were trying to play up the 'maverick' image – and 'Raising McCain' is a good way to do that."

Through one Democratic lens, the song sounded less maverick, more tried and true.

Roger Salazar, a spokesman for the California Democratic Party, said it spoke to the candidate's Republican base.

The "talk tune" of the GOP convention, though, may well be Heart's hard-charging "Barracuda," which coincided with vice presidential nominee Sarah Palin's trip to the stage. "Barracuda" is the nickname Palin earned as an aggressive high school basketball player.

"That shows a real sense of humor," Salazar said.

Pye noted that the song, released in 1977, is featured in the "Rock Band" video game.

"It's popular – not just with people of a certain generation – it cuts across a wide swath of voters."

As the song played, Palin and her running mate strode into the dancing GOP faithful at Xcel Energy Center in St. Paul, Minn., shaking hands and rubbing shoulders.

Last week, the Brooks & Dunn song "Only in America" became a hot topic when the song followed Barack Obama's speech at the Democratic National Convention.

While lyrics such as "Only in America … yeah, we dream as big as we want to" are inspiring, you've got to read between the lines to really understand Obama's use of the song, said Salazar, who attended the Democratic National Convention in Denver.

He was initially baffled by the choice because it skews to an older generation and because George W. Bush used it during his 2004 campaign.

After consulting other delegates, though, he said he realized the Brooks & Dunn song "sends a message – loudly, twangily and clearly. It's the Democrats trying to seize Republican ground."

Pye, senior vice president of APCO, a global communications consulting firm, agreed: "This was meant to turn this thing on its head by saying, 'We're not Republicans; we're not Democrats; we're Americans.' "

Song selection isn't as easy as cuing up a candidate's iPod.

"You have to think about the song's imagery and be cognizant of any hidden meanings," Salazar said.

What if the performer doesn't support the candidate? Kix Brooks remained neutral after the Democratic convention: "(It's) very flattering to know our song crossed parties and potentially inspires all Americans."

Other musicians haven't been so generous.

John Mellencamp asked McCain to stop playing his "Pink Houses," and Jackson Browne took it further, suing McCain for the candidate's use of "Running on Empty" in a TV ad.

Such legal issues are complex, says Scott Hervey, a lawyer with Weintraub Genshlea Chediak in Sacramento. Venues usually get a license from such organizations as the American Society of Composers, Authors and Performers to cover usage of songs.

"If it's televised for news purposes, it falls into the 'fair use' category," he said.

Ultimately, he added, it's often up to the musician. Of course, it's easy to guess how John Rich will vote.

Call Bee pop music writer Rachel Leibrock, (916) 321-1176