Charli XCX's Brat Summer takeover

I’m everywhere, I’m so Julia.

I need help. These lyrics and the unmistakable shade of acid green that is the Brat album cover are singed into my brain after the last four months of Charli XCX branding. It’s literally got me in a vice grip.

Released on June 7, Charli XCX’s sixth studio album, Brat has taken the internet by storm in a way that I haven’t seen (outside of major pop stars like Taylor Swift) in a long time. Memes, jokes, and posts have flooded social media, all coloured with the fluorescent Brat green that we’ve come to know and love.

The instant success of Brat is a masterclass in marketing and art direction.

And it's a testament to Charli’s incredible vision and execution when it comes to creating cultural moments.

This is Brat Branding 101.

Even though it’s winter in New Zealand, mentally I’m in Brat Summer shaking my booty in a beach club drinking tequila lime soda. I’m dissociating from my current reality - and it’s ALL CHARLI’S FAULT.

One must ask, how did the British artist manage to take over the entire internet with her newly released album?

The answer? Colour. Community and culture. Creative genius.

Let’s start with the slime green that’s on everybody’s palette right now.

Even if you haven’t heard a single Charli song since her 2014 banger Boom Clap - hell, even if you don’t know who the heck I’m talking about, I can guarantee you’ve seen the shade of Brat Green dominating social media platforms right now.

But it doesn’t stop there. The colour has taken over the fashion industry. It’s as infectious as it is radioactive.

It’s also a lesson on colour theory.

Charli and her team sifted through 65 shades of green to discover the unique colour that perfectly represents her new punchy dance album. This innovative approach to colour selection sparked a viral sensation. And it's setting a new standard for how brands can creatively engage their audience through a single colour.

This meticulously chosen shade of green has ensured the album stands out in both physical and digital spaces.

The green makes the branding instantly recognisable.

In contrast to the often-conservative colour approach of other artists, Charli has made a bold, creative statement. And it looks like it's resonated with her audience (and the entire internet).

This goes to show that a well-chosen colour can scale a brand's marketing effort and enhance its viral potential.

Bold colours also help brands craft a unique and identifiable presence in the market. By owning a bold colour, you own whatever space that colour appears in. (See; Prince copyrighting the colour purple, or Love Symbol #2 as his estate called it.)

Creating a Bratosphere.

Authenticity was the literal launchpad for this album. Charli’s choice to take the reins of the art direction of this entire album and marketing rollout propelled the project into pop culture.

Why?

Because it’s full of bold and alternative energy, her bold and alternative energy, that her community loves and appreciates. She's leaning into her own artistic flair and community instead of chasing trends or adhering to the normativity of the music industry. And that has given her album the immense power it wields.

'More than ever, people are rewarding the niche,' Charli XCX told The Guardian.

'Finally, it seems fine that I’m just myself, and suddenly people like it. It’s good to be finally accepted. I’m happy with the winding path I’ve taken and with my status of more of an outsider.'

The niche Charli refers to is not just a community of quirky people. It's the internet's alternative hot girl phenomenon that has gained popularity over the last few years. And the music video for 360 features ALL OF THEM.

Chloe Sevigny, Julia Fox, Gabbriette, Emma Chamberlain, Alex Consani, Chloe Cherry. If this is your side of the internet like it is mine, you’ll know that’s one hell of a hot line-up. With 4 million views on the video already, I’m not the only one who thinks so.

You and what (Brat) army?

What sets the marketing of this album apart is that it created accessible participation. The campaign around the release fits in seamlessly with the current culture.

Compare it to Sabrina Carpenter's 'Please, please, please' music video, which everyone seems to be obsessed with. Despite its popularity, it’s not something fans can participate in.

Brat, on the other hand, literally has its own meme generator, filling social feeds with the acid green and condensed Arial font. The meme-ability of the album is a stroke of creative genius. And it shows Charli’s understanding of the current cultural climate that exists online today.

Fans love to join in conversation and cultural moments surrounding the artists they love.

Charli has tapped into that here.

And of course, the music is f***ing lit. But that speaks for itself. Charli is a true artist, visionary, and cultural creator.

All in all, it’s just fun to be a Charli fan right now. Which is exactly the kind of experience any artist or brand should want their audience to feel.

Three takeaways from Charli’s album release:

Utilise bold colour. Choose something that represents your brand or campaign and use it consistently across all marketing channels and materials for instant recognition.

Engage your niche. Lean into the unique aspects of your brand. Actively involve your community in your marketing efforts. Authenticity and a strong connection with your niche audience can amplify your reach and impact.

Make participation accessible. Develop marketing elements that encourage and facilitate fan participation. This could be meme generators, interactive content, or shareable media.

Now, if you’ll excuse me, I must go have my hourly 5 minutes in my happy place (Brat Summer) or I fear I won’t make it through the NZ winter.

-Sophie, Writer