Close
Search
Menu Menu
[gtranslate]

Opinion – Charli xcx’s ‘Brat’ was marketing genius

Credit: Thred
By
Benito Juarez, Mexico
0 comments
0 comments

Dominating the summer was not enough for Charli xcx. She’s back once again, announcing the remix version of her viral album Brat.

It seems Charli xcx is not done dominating pop culture.

Once again, she intends to influence the next season of the year with a new version of her album. This time, Charli will be joined by other artists on an album that is “Brat and it’s completely different but also still brat”.

With this announcement, it seems apt to explore what made Brat so viral in the first place. That was, of course, her marketing strategy. 

This album shows us the power of a great marketing strategy to boost your musical project without losing its essence. Brat’s release positioned Charli further into the sphere of a mainstream pop girlie, taking her influence to the level of Taylor Swift.

First, let’s talk about her artistic proposal, as Brat is an album that contains a lot of symbolism. 

Charli gave us an album that explores femininity from her lived point of view. It rejects what the general public expects, which is usually an over-exploitation of the sensual, and re-defines what is considered feminine. This includes abandoning delicacy and sugar-coating honesty. 

Combining this approach with colour theory, Charli gave us a loud, phosphorescent green that she herself described as ‘an offensive tone,’ giving us not only a meaning but a physical theme to relate it to.

@nicky.reardon Brat is the perfect example of how to use the color theory in creative direction as a music marketing strategy #charlixcx #bratsummer #musicmarketing #aspiringartist #musicindustry ♬ original sound – Nicky

We can also talk about the female empowerment movement woven into this album.

From my point of view, what led Brat to become so viral – besides the high-quality songs that were presented to us – was the fact that a large group of people could identify with its message.

Without hesitation, millions of women wanted to engage with the trend of being ‘Brat’ because it was presented a safe way to be raw and real as a collective, while removing the stigma that all ‘365 party girls’ are dumb or ‘golddiggers’.

By creating an identity that fans could relate to, she let the public do a large portion of her marketing, with a number of other events organised by her team. For instance, a phosphorescent green wall was painted in the middle of cities, with fans encouraged to look out for it, take pictures, and keep hype around the album alive.

This helped the idea of ‘Brat’ become a global phenomenon that everyone wanted to be included in – from Gen Z to Boomers and even brands.

And just when we thought that our Brat-fuelled summer was fading away, Charli presented us with another treat.

The release of a remix album is just another genius move. Charli has managed to make us talk about the album again, thanks to the extensive list of collaborations from different genres and niches that join her on this new edition.

For sure we will have a ‘Brat autumn’ to look forward to. What do you think was the key to Charli xcx’s success?

Remote Writer Benito Juarez, Mexico

Hello, I\’m Eunice(She/her), born and raised in Mexico. I write about Latin American pop culture, my writing focuses on showcasing emerging talents who are disrupting their respective industries, and to help you discover new things to break your routine.

Popular

Keep up with thred by signing up to our planet-positive newsletter!

More from thred.

Opinion – Tiny Desk revived our love of live music sessions
Credit: NPR
Media

Opinion – Tiny Desk revived our love of live music sessions

The virality of Tiny Desk sessions shows us that the public prefers a good live session. If you're a music fan, you've heard about the Tiny Desks, either because your favorite artist had a session or because once in your social media Feed, you discovered an artist you didn't know thanks to these sessions.  And if you do not know, I’ll tell you a little about what is Tiny Desk is. This...

By Benito Juarez, Mexico
Stop shoving online therapy down our throats
Credit: Thred
Wildcard

Stop shoving online therapy down our throats

i’m trying to watch YouTube in the bath. Go away I’m one BetterHelp ad away from bouncing my Pixel off the wall. Is it just me, or is anyone else being low key harassed by advertising for online therapy portals in 2024? It’s either that or male grooming kits. Perhaps my YouTube algorithm sees the amount of Manchester United rant content I consume and has decided I personally need an intervention. Either way,...

By London, UK
Opinion – I’m sick of seeing people waste food on social media
Credit: Unsplash
Offbeat

Opinion – I’m sick of seeing people waste food on social media

Given the state of our world at present, why are content creators still going viral for making a show of mass-consumption and promoting throwaway culture when this is so blatantly in poor taste? Sometimes, I genuinely think that most of us don’t give a rat’s arse about what’s going on in the world. Even though we’re all well-aware of how intensely the planet and its people are suffering, the current social...

By London, UK
Has the world moved on from Euphoria?
Credit: HBO
Media

Has the world moved on from Euphoria?

It’s been five years since Euphoria first dazzled, shocked, and terrified us with its glitter-laden, trauma-soaked tales of teenage nihilism.  The show became a cultural phenomenon, thanks in part to Zendaya’s searing performance and Sam Levinson’s high-octane vision of Gen Z chaos. But as the third season remains delayed by the pandemic, strikes, and the tragic death of fan-favourite Angus Cloud, the question lingers: does anyone actually need it anymore? What...

By Brighton, UK
Accessibility