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Pick of the Month: Brat Girl Summer

Pick of the Month: Brat Girl Summer

đź’š Brat Girl explainer

June 7, 2024, will forever be known as the day the ‘brats’ invaded the airwaves. With a string of successful singles under her belt – including Boom Clap, Break the Rules and Hot in It (alongside a feature on Iggy Azalea’s hit track Fancy), Charli XCX has been a fringe character in the pop culture cavalcade for more than a decade at this point. However, it’s the Essex gal’s six studio Album brat which has propelled her to pop stardom, and a quality PR plan played a huge role in her success…
 
Announced via a lo-res Instagram post which simply featured the album’s title ‘Brat’ – written in a lower case Arial font no less – alongside a lime-green background, the album and its quickly-growing hype became synonymous with a very particular colour theory niche. Thanks to the brand’s recognizable visual identity propelled by singles Von Dutch, Club Classics, b2b and 360), the Gen-Z party-going audience quickly prepared for what would be known as ‘brat girl summer.’
 
Noticing an opportunity to leverage her newly-coined colour, Charli went on to create a Brat wall in New York where the artist and fans alike would lip-sync to tunes from the newly-launched album, propelling streams massively across TikTok as a result. Eventually, as with all good things, the wall was repainted a blank white shade… that is until Charli began live streaming the wall via her TikTok account. Slowly but surely, painters announced the release of three new singles on the album, garnering thousands of viewers along the way. 
 
The Brat wall would later unveil that Royals singer Lorde would feature on a revamped version of one of the songs (coincidentally one about Charli and Lorde long-standing rivalry, which has been perpetuated by the press and fans alike for years). Alas, it seems the wall has reached the end of its lifespan with one last message, this time simply reading: “okay bye!” alongside its now iconic fluorescent green background.
 
What’s the takeaway from Charli XCX’s Brat chronicles? 
Well, if it’s done right you can claim an entire shade as your own… and (with the support of a loyal audience) the entire world will basically just run with it! Charli steered clear of any frivolous bells and whistles with this one. I mean, who the hell uses Arial on an album cover? The answer: an absolute goddamn brat.
Kamala is brat
In a strange turn of events, Charli XCX’s proverbial finger on the pop culture trigger has whittled its way into American politics. Following news Joe Biden would be stepping back from this year’s candidacy race – replaced by his VP Kamala Harris – a flurry of neon-green edits of our new potential president promptly appeared in multitudes across all social media platforms, confusing right-wing press along the way. The cause, I hear you ask? A tweet from none other than Charli XCX which simply read: “Kamala is brat.”
 
With this earth-shattering announcement came a Gen-Z-targeting social media campaign which used both organic content from ‘Brat x Kamala’ stans and Kamala’s social media team, who adapted the album’s artwork to read ‘kamala hq’ as the electee’s official X (formerly Twitter) cover photo.
 
Not only did this trend allow Kamala Harris to gain pop culture relevance with younger people – leading to a massive increase in voter registrations, a majority of which are under the age of 35 – but it also prompted news outlets around the world to explain exactly what ‘brat’ means, and just how the hell Charli XCX managed to influence the marketing of an entire presidential campaign.

More Bad PR

Pick of the Month: Brat Girl Summer

đź’š Brat Girl explainer

June 7, 2024, will forever be known as the day the ‘brats’ invaded the airwaves. With a string of successful singles under her belt – including Boom Clap, Break the Rules and Hot in It (alongside a feature on Iggy Azalea’s hit track Fancy), Charli XCX has been a fringe character in the pop culture cavalcade for more than a decade at this point. However, it’s the Essex gal’s six studio Album brat which has propelled her to pop stardom, and a quality PR plan played a huge role in her success…
 
Announced via a lo-res Instagram post which simply featured the album’s title ‘Brat’ – written in a lower case Arial font no less – alongside a lime-green background, the album and its quickly-growing hype became synonymous with a very particular colour theory niche. Thanks to the brand’s recognizable visual identity propelled by singles Von Dutch, Club Classics, b2b and 360), the Gen-Z party-going audience quickly prepared for what would be known as ‘brat girl summer.’
 
Noticing an opportunity to leverage her newly-coined colour, Charli went on to create a Brat wall in New York where the artist and fans alike would lip-sync to tunes from the newly-launched album, propelling streams massively across TikTok as a result. Eventually, as with all good things, the wall was repainted a blank white shade… that is until Charli began live streaming the wall via her TikTok account. Slowly but surely, painters announced the release of three new singles on the album, garnering thousands of viewers along the way. 
 
The Brat wall would later unveil that Royals singer Lorde would feature on a revamped version of one of the songs (coincidentally one about Charli and Lorde long-standing rivalry, which has been perpetuated by the press and fans alike for years). Alas, it seems the wall has reached the end of its lifespan with one last message, this time simply reading: “okay bye!” alongside its now iconic fluorescent green background.
 
What’s the takeaway from Charli XCX’s Brat chronicles? 
Well, if it’s done right you can claim an entire shade as your own… and (with the support of a loyal audience) the entire world will basically just run with it! Charli steered clear of any frivolous bells and whistles with this one. I mean, who the hell uses Arial on an album cover? The answer: an absolute goddamn brat.
Kamala is brat
In a strange turn of events, Charli XCX’s proverbial finger on the pop culture trigger has whittled its way into American politics. Following news Joe Biden would be stepping back from this year’s candidacy race – replaced by his VP Kamala Harris – a flurry of neon-green edits of our new potential president promptly appeared in multitudes across all social media platforms, confusing right-wing press along the way. The cause, I hear you ask? A tweet from none other than Charli XCX which simply read: “Kamala is brat.”
 
With this earth-shattering announcement came a Gen-Z-targeting social media campaign which used both organic content from ‘Brat x Kamala’ stans and Kamala’s social media team, who adapted the album’s artwork to read ‘kamala hq’ as the electee’s official X (formerly Twitter) cover photo.
 
Not only did this trend allow Kamala Harris to gain pop culture relevance with younger people – leading to a massive increase in voter registrations, a majority of which are under the age of 35 – but it also prompted news outlets around the world to explain exactly what ‘brat’ means, and just how the hell Charli XCX managed to influence the marketing of an entire presidential campaign.

Pick of the Month: Brat Girl Summer

đź’š Brat Girl explainer

June 7, 2024, will forever be known as the day the ‘brats’ invaded the airwaves. With a string of successful singles under her belt – including Boom Clap, Break the Rules and Hot in It (alongside a feature on Iggy Azalea’s hit track Fancy), Charli XCX has been a fringe character in the pop culture cavalcade for more than a decade at this point. However, it’s the Essex gal’s six studio Album brat which has propelled her to pop stardom, and a quality PR plan played a huge role in her success…
 
Announced via a lo-res Instagram post which simply featured the album’s title ‘Brat’ – written in a lower case Arial font no less – alongside a lime-green background, the album and its quickly-growing hype became synonymous with a very particular colour theory niche. Thanks to the brand’s recognizable visual identity propelled by singles Von Dutch, Club Classics, b2b and 360), the Gen-Z party-going audience quickly prepared for what would be known as ‘brat girl summer.’
 
Noticing an opportunity to leverage her newly-coined colour, Charli went on to create a Brat wall in New York where the artist and fans alike would lip-sync to tunes from the newly-launched album, propelling streams massively across TikTok as a result. Eventually, as with all good things, the wall was repainted a blank white shade… that is until Charli began live streaming the wall via her TikTok account. Slowly but surely, painters announced the release of three new singles on the album, garnering thousands of viewers along the way. 
 
The Brat wall would later unveil that Royals singer Lorde would feature on a revamped version of one of the songs (coincidentally one about Charli and Lorde long-standing rivalry, which has been perpetuated by the press and fans alike for years). Alas, it seems the wall has reached the end of its lifespan with one last message, this time simply reading: “okay bye!” alongside its now iconic fluorescent green background.
 
What’s the takeaway from Charli XCX’s Brat chronicles? 
Well, if it’s done right you can claim an entire shade as your own… and (with the support of a loyal audience) the entire world will basically just run with it! Charli steered clear of any frivolous bells and whistles with this one. I mean, who the hell uses Arial on an album cover? The answer: an absolute goddamn brat.
Kamala is brat
In a strange turn of events, Charli XCX’s proverbial finger on the pop culture trigger has whittled its way into American politics. Following news Joe Biden would be stepping back from this year’s candidacy race – replaced by his VP Kamala Harris – a flurry of neon-green edits of our new potential president promptly appeared in multitudes across all social media platforms, confusing right-wing press along the way. The cause, I hear you ask? A tweet from none other than Charli XCX which simply read: “Kamala is brat.”
 
With this earth-shattering announcement came a Gen-Z-targeting social media campaign which used both organic content from ‘Brat x Kamala’ stans and Kamala’s social media team, who adapted the album’s artwork to read ‘kamala hq’ as the electee’s official X (formerly Twitter) cover photo.
 
Not only did this trend allow Kamala Harris to gain pop culture relevance with younger people – leading to a massive increase in voter registrations, a majority of which are under the age of 35 – but it also prompted news outlets around the world to explain exactly what ‘brat’ means, and just how the hell Charli XCX managed to influence the marketing of an entire presidential campaign.

Pick of the Month: Brat Girl Summer

đź’š Brat Girl explainer

June 7, 2024, will forever be known as the day the ‘brats’ invaded the airwaves. With a string of successful singles under her belt – including Boom Clap, Break the Rules and Hot in It (alongside a feature on Iggy Azalea’s hit track Fancy), Charli XCX has been a fringe character in the pop culture cavalcade for more than a decade at this point. However, it’s the Essex gal’s six studio Album brat which has propelled her to pop stardom, and a quality PR plan played a huge role in her success…
 
Announced via a lo-res Instagram post which simply featured the album’s title ‘Brat’ – written in a lower case Arial font no less – alongside a lime-green background, the album and its quickly-growing hype became synonymous with a very particular colour theory niche. Thanks to the brand’s recognizable visual identity propelled by singles Von Dutch, Club Classics, b2b and 360), the Gen-Z party-going audience quickly prepared for what would be known as ‘brat girl summer.’
 
Noticing an opportunity to leverage her newly-coined colour, Charli went on to create a Brat wall in New York where the artist and fans alike would lip-sync to tunes from the newly-launched album, propelling streams massively across TikTok as a result. Eventually, as with all good things, the wall was repainted a blank white shade… that is until Charli began live streaming the wall via her TikTok account. Slowly but surely, painters announced the release of three new singles on the album, garnering thousands of viewers along the way. 
 
The Brat wall would later unveil that Royals singer Lorde would feature on a revamped version of one of the songs (coincidentally one about Charli and Lorde long-standing rivalry, which has been perpetuated by the press and fans alike for years). Alas, it seems the wall has reached the end of its lifespan with one last message, this time simply reading: “okay bye!” alongside its now iconic fluorescent green background.
 
What’s the takeaway from Charli XCX’s Brat chronicles? 
Well, if it’s done right you can claim an entire shade as your own… and (with the support of a loyal audience) the entire world will basically just run with it! Charli steered clear of any frivolous bells and whistles with this one. I mean, who the hell uses Arial on an album cover? The answer: an absolute goddamn brat.
Kamala is brat
In a strange turn of events, Charli XCX’s proverbial finger on the pop culture trigger has whittled its way into American politics. Following news Joe Biden would be stepping back from this year’s candidacy race – replaced by his VP Kamala Harris – a flurry of neon-green edits of our new potential president promptly appeared in multitudes across all social media platforms, confusing right-wing press along the way. The cause, I hear you ask? A tweet from none other than Charli XCX which simply read: “Kamala is brat.”
 
With this earth-shattering announcement came a Gen-Z-targeting social media campaign which used both organic content from ‘Brat x Kamala’ stans and Kamala’s social media team, who adapted the album’s artwork to read ‘kamala hq’ as the electee’s official X (formerly Twitter) cover photo.
 
Not only did this trend allow Kamala Harris to gain pop culture relevance with younger people – leading to a massive increase in voter registrations, a majority of which are under the age of 35 – but it also prompted news outlets around the world to explain exactly what ‘brat’ means, and just how the hell Charli XCX managed to influence the marketing of an entire presidential campaign.

More Bad PR

Pick of the Month: Brat Girl Summer

đź’š Brat Girl explainer

June 7, 2024, will forever be known as the day the ‘brats’ invaded the airwaves. With a string of successful singles under her belt – including Boom Clap, Break the Rules and Hot in It (alongside a feature on Iggy Azalea’s hit track Fancy), Charli XCX has been a fringe character in the pop culture cavalcade for more than a decade at this point. However, it’s the Essex gal’s six studio Album brat which has propelled her to pop stardom, and a quality PR plan played a huge role in her success…
 
Announced via a lo-res Instagram post which simply featured the album’s title ‘Brat’ – written in a lower case Arial font no less – alongside a lime-green background, the album and its quickly-growing hype became synonymous with a very particular colour theory niche. Thanks to the brand’s recognizable visual identity propelled by singles Von Dutch, Club Classics, b2b and 360), the Gen-Z party-going audience quickly prepared for what would be known as ‘brat girl summer.’
 
Noticing an opportunity to leverage her newly-coined colour, Charli went on to create a Brat wall in New York where the artist and fans alike would lip-sync to tunes from the newly-launched album, propelling streams massively across TikTok as a result. Eventually, as with all good things, the wall was repainted a blank white shade… that is until Charli began live streaming the wall via her TikTok account. Slowly but surely, painters announced the release of three new singles on the album, garnering thousands of viewers along the way. 
 
The Brat wall would later unveil that Royals singer Lorde would feature on a revamped version of one of the songs (coincidentally one about Charli and Lorde long-standing rivalry, which has been perpetuated by the press and fans alike for years). Alas, it seems the wall has reached the end of its lifespan with one last message, this time simply reading: “okay bye!” alongside its now iconic fluorescent green background.
 
What’s the takeaway from Charli XCX’s Brat chronicles? 
Well, if it’s done right you can claim an entire shade as your own… and (with the support of a loyal audience) the entire world will basically just run with it! Charli steered clear of any frivolous bells and whistles with this one. I mean, who the hell uses Arial on an album cover? The answer: an absolute goddamn brat.
Kamala is brat
In a strange turn of events, Charli XCX’s proverbial finger on the pop culture trigger has whittled its way into American politics. Following news Joe Biden would be stepping back from this year’s candidacy race – replaced by his VP Kamala Harris – a flurry of neon-green edits of our new potential president promptly appeared in multitudes across all social media platforms, confusing right-wing press along the way. The cause, I hear you ask? A tweet from none other than Charli XCX which simply read: “Kamala is brat.”
 
With this earth-shattering announcement came a Gen-Z-targeting social media campaign which used both organic content from ‘Brat x Kamala’ stans and Kamala’s social media team, who adapted the album’s artwork to read ‘kamala hq’ as the electee’s official X (formerly Twitter) cover photo.
 
Not only did this trend allow Kamala Harris to gain pop culture relevance with younger people – leading to a massive increase in voter registrations, a majority of which are under the age of 35 – but it also prompted news outlets around the world to explain exactly what ‘brat’ means, and just how the hell Charli XCX managed to influence the marketing of an entire presidential campaign.

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