Brat. A cultural reset for pop music.

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The summer of Brat is here, bringing with it the much-needed reset pop music has been gasping for. Amidst the sleaze and obliterating anthems, Brat reawakens what it means to truly be ahead of the curve both culturally and creatively. With a sense of cocaine-induced euphoric confidence, Brat’s sonic aesthetic, grounded in significant (yet not) cultural tropes, delivers an electrifying jolt from our slumber. It resets modern pop music after an extended period of ‘meh’ releases from pop’s biggest stars.

Charli XCX’s critically acclaimed sixth studio album, Brat, transcends Avant Garde with its ability to push the boundaries of the curve. As Charli XCX herself says ‘this is going to sound really c**t’y, but it’s really hard being ahead’ and ahead it is.

Along with claiming the top spot as the highest-rated album of 2024 on Metacritic, Charli XCX executed the strongest marketing roll out by modern idustry standards, setting a new bar for authentic promotion and creation of a somewhat fictional reality. The meticulous rollout has seen Brat critically outperform global superstar releases from the likes of Billie Eilish, Beyonce and Dua Lipa.

So let’s dive into the genius marketing strategies that made Brat a revolutionary pop masterpiece.

In August 2022, Charli XCX revolutionised fan engagement by creating the 360 Brat burner account on Instagram. This private account, opened to fans for brief periods, offered restricted access to her unfiltered thoughts, creativity, and project development. This strategic move not only made her superfans feel seen and appreciated but also generated significant buzz around her upcoming album.

Fast forward to February 2024, Charli hosted the exclusive “Party Girl with Boiler Room” event in New York. Featuring DJ appearances and performances, including teasers of unreleased music, this event heightened anticipation for the album to unprecedented levels.

The excitement reached a new peak on February 28th with the announcement of “Brat,” featuring a controversial album cover devoid of Charli’s image. The simple yet bold design, with its striking green background and lowercase lettering, sparked widespread debates on social media. This cover symbolized the album’s themes of unapologetic confidence and anxious insecurity. Fans embraced the cover, transforming it into memes, and Charli further fueled this trend with the “Brat Generator” tool. This viral, personalized content ignited a marketing wildfire.

On May 9th, the “360” music video premiered, featuring internet personalities like Emma Chamberlain and Julia Fox. Their star power attracted new fans, expanding Charli’s audience. Shortly after, the “Brat Wall” was unveiled in New York during a TikTok live stream. This green wall quickly became a pilgrimage site for fans, especially following Charli’s surprise appearance.

The excitement continued on June 10th with the announcement of the deluxe version of “Brat,” featuring three new songs, including the fan-favorite “Spring Breakers.” This release kept the album fresh and significantly boosted its streaming numbers. Charli’s promotional strategy also included numerous public appearances, from club events to album signings. Her genuine interactions with fans and media reinforced the album’s authenticity. Her live performances and DJ appearances have been cultural highlights, captivating audiences at festivals like Primavera and Glastonbury.

“Brat” is not just an album; it’s a masterclass in cultural marketing. By understanding and engaging with her fans, Charli created a sense of community and excitement that propelled “Brat” to new heights. As listeners embrace the “Brat” era, it’s clear that Charli XCX has redefined the art of the album rollout, delivering an incredible body of work that will define the next generation of pop music.