The rise and fall of Brat Summer: How Charli XCX turned her album into a viral sensation
How did Charli XCX create a viral sensation which made her sixth studio LP 'Brat' a cultural moment and a hit.
Charli XCX recorded her first album in 2008 when she was just 14 after convincing her parents to loan her the money after she started posting her tracks on MySpace. After years of building her career from the ground up, she found some recognition with the release of her debut album ‘True Romance’ back in 2013, but it was her collaborations with Icona Pop ('I Love It' 2012 ) and Iggy Azalea ('Fancy' 2013) that propelled her into the spotlight. Fast forward to 2024, Charli XCX has released six studio albums. Yet her latest release, ‘Brat’, is the one that has launched her head first into the cultural zeitgeist, cultivating what came to be known as ‘Brat Summer’.
'Brat' sold 77,000 units in its first week in the US, debuting at number three on the charts, it also earned Charli her biggest streaming week ever with 46.72 million streams.
Soon, the hype around the album grew into a viral phenomenon. With over 815,000 global units sold it seemed as though Charli XCX was the name on everyone's lips. But what made brat so different from her previous body of work? And how did it become the blueprint for music marketing in 2024? This is the rise and fall of ‘Brat Summer'.
Chapter 1: What is ‘Brat’?
In her own words, Charli XCX explained the idea behind ‘Brat’ on social media. She said: “You’re just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes... Who feels like herself but maybe also has a breakdown. But kind of like parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat.”
It can be argued that this aesthetic emerged as a push back to 2023’s viral “clean girl” trend, fuelled by TikTok and the release of the 'Barbie' film, which had everyone dressing in polished pink and performing multi-step skincare routines. Charli XCX’s ‘Brat’ was the messy, counter-culture answer to this movement, reminiscent of the early 2000s “recession-core” look popularised by artists like Kesha. 'Brat' was a celebration of chaos, not refinement, with Charli herself defining its essentials as “a pack of cigs, a Bic lighter and a strappy white top with no bra".
Chapter 2: The album that became a movement
The album itself is full of contemporary and digital pop-culture references, resonating deeply with 2024 audiences. From nods to X feuds to mentions of “it girls” like Julia Fox, 'Brat' feels like a snapshot of the cultural moment. Its production, unapologetically electronic and autotune-heavy, gave it a messy and futuristic sound that perfectly aligned with the album’s visual and thematic chaos.
Interestingly, the iconic 'Brat' album cover, featuring blurred arial text on a garish green background, was conceptualised before Charli had even begun writing songs for the project. The cover sparked debate online upon reveal – some labelled it “lazy” while others saw it as marketing genius. It got people talking before they’d heard a single track, and it set the tone for the entire album cycle.
Charli revealed to Architectural Digest that the cover, created on her iPhone, was the guiding light for the project. “I kept musing on this for a while and then in 2023, I made a mock-up for the album cover... I’m not very technical and I think my lack of design knowledge created the parameters that already felt very stubborn, very bratty," she said.
By creating a world around the album, Charli allowed her fans to become part of the movement. Instead of just listening to 'Brat', we were living it- embracing our messiness, our flaws and our fun.
Chapter 3: Mastering the art of viral marketing
Charli XCX’s marketing strategy for 'Brat' was nothing short of revolutionary. In August 2022, she launched a burner account under the username ‘360_brat,’ offering fans an inside look at the album’s development. The account went private intermittently, playing on modern FOMO and creating a sense of exclusivity. Fans engaged directly with Charli, asking her about upcoming projects and old drama, making them feel like insiders in the music making process.
One of the most notable promotional events was Charli’s Boiler Room set on July 13, 2024. The event sold out in minutes, with 40,000 people vying for 275 available tickets due to the venues small capacity. During her set, she teased tracks from ‘Brat’ and created several viral moments. The 'Brat' wall – a bright green wall painted with letters teasing elements of the album - appeared first on a TikTok livestream from Charli, setting in motion a worldwide scavenger hunt, sparking viral videos when it was finally found in New York City.
The music video for her single '360' became yet another viral moment, featuring internet “it girls” like Julia Fox, Gabriette and Emma Chamberlain. These women, celebrated for their enigmatic personalities, fit perfectly within the ‘brat’ aesthetic and fuelled conversations across social media platforms like X. The 'Apple' dance choreographed to Charli’s track of the same name, quickly became a TikTok sensation in collaboration with several influencers, demonstrating once again the power of a well-executed viral moment.
Chapter 4: The end of 'Brat Summer'
In September 2024, Charli officially declared the end of ‘Brat Summer’ on Instagram, posting a highlight reel of the era’s most viral and vital moments with the caption, “Goodbye forever brat summer". But the 'Brat' era isn’t quite over yet - Charli is set to release a remixed edition of the album, and her tour is set to sweep the UK at the end of the year.
With the iconic green still lingering in the public’s mind, it’s clear that brat isn’t going anywhere anytime soon. The album has proven that in 2024, it’s not just the music that matters – marketing is everything. And Charli XCX has shown how to use it to dominate the cultural conversation.
By Tylar Valentine
