Artists (and brands) are having to get increasingly creative to stand out in a crowded market. From overloading album versions to tapping into new genres, one artist is dominating this season: Charli XCX. She’s a textbook example of how a well-thought-out marketing strategy can not only promote an album, but create a cultural movement. Marketers, take note!
While the summer of 2023 was all about pink , the summer of 2024 has been taken over by lime green. This is thanks to Brat, the latest album by Charli XCX. Where many artists opt for lavish album covers, she goes for simple and daring. A minimalist style with a faded Arial font on a lime green background. This immediately stands out while scrolling on Spotify. With these choices, Charli creates a visual identity that is hard to ignore. Just like the raw ‘ hyperpop sound ‘.
The most striking thing about this album cover however
isn’t the font or the color. It’s what’s not on it: a photo, image, or other interpretation of the pop star herself. In an industry where an artist’s image is often just as important as their music, this is a powerful statement. A simple lime green background with some text on it. It’s as if she’s taking the unwritten rules of pop music and, like her absence from the cover, subtly shredding them. A conversation starter if you will.
Brat summer
The thoughtful visual style permeates every expression of the Brat campaign, making it instantly recognizable. The effect of this consistent branding can be seen everywhere from social media to physical events. Driven by the album’s striking color and unique sound, fans quickly dubbed the summer of 2024 “ Brat summer .” The trend emphasizes a carefree and slightly messy vibe, similar to previous TikTok buzzwords like “ feral girl summer ” and “ rat girl summer .”
Another brilliant aspect of the album’s marketing campaign was the introduction of the lime green “Brat Wall.” This mundane wall, hidden away in New York City, featured various cryptic teasers and updates. The mural not only served as a visual focal point, it also played a crucial role in sparking online conversation. Fans who visited the wall took photos and shared them on social media using the hashtag #BratWall. This led to a flood of user-generated content , online buzz, and even more interest in the album.
The community you don’t want to miss
Additionally, the Brat Wall served as a gathering place for fans, further strengthening the community around Charli XCX. By gathering at the wall, fans could share their love for the music and message of the album. The hashtag #BratWall trended across platforms, and the wall became a popular Trabajo en curso Duración Varios meses Empresa backdrop for content creators, continually exposing the album to new audiences.
Another important aspect of Brat’s marketing campaign is “FOMO ( Fear of Missing Out ) marketing”. FOMO marketing plays on people’s fear of missing out. This makes by lists them more likely to attend events, buy products or share content. The PARTYGIRL events in collaboration with Boiler Room were a perfect example of this. Limited capacity and exclusive access via RSVP created a sense of urgency. You had to be there! The fact that these events broke records with over 25,000 registrations ( out of 400 available tickets ) shows how effective FOMO marketing can be.
