Charli XCX unveiled her initial concept for her hugely popular album Brat in a post on her personal Instagram account.
The art for Brat will be audacious, brash, and striking. “Certain individuals will dislike it,” Charli noted, referring to the album’s bold cover art. “It will be predominantly text-oriented, either using typography on a simple backdrop or inscribed on a surface or overlooked item.”
Charli continued, “The entire album campaign is a form of high art. However, it’s equally important to comprehend the advantages of low art and fame. The connection between the two is essential.
“There is no reason for my actions,” she went on. “The response is consistently ‘No comment.’” We need to nurture longing, disorder, and devastation.
“You must grasp my vision.” This is worldwide. “I will create momentum and narrate the story with precise focus,” she expressed. She explicitly stated how crucial she believed her fanbase would be for the album’s success, “The Angels are ready and waiting.” “This is the time.”
In a recent interview for Variety’s Hitmakers edition, Charli disclosed that the marketing idea for Brat was developed prior to the music. “Typically, after I finish a record, there’s a transitional period [after it’s recorded] during which I consider how to showcase the music.” “However, with this one, I really did that initially,” she revealed.
Brat debuted at No 1 on the Official UK Album Chart in October. Brat has undoubtedly made a significant impact on the cultural moment this year; the bold campaign has had Charli creating roadblocks globally with her pop-up ‘PARTYGIRL’ DJ performances, breaking the internet through viral clips and unexpected collaborations with Billie Eilish, Lorde, Addison Rae, Robyn, Yung Lean, Julia Fox, Chloë Sevigny, and Rachel Sennott.
The album received a nomination for the Mercury Prize 2024, while Guess with Billie Eilish entered the UK Official Singles Chart at No 1, positioning Charli as the first British artist to lead the charts this year. In October, Charli released Brat as a follow-up, which is entirely distinct yet retains its brat essence—a fresh iteration of the celebrated album that presents reinterpreted versions and creative remixes of songs from Brat, featuring collaborators like Julian Casablancas, Bon Iver, The 1975, Shygirl, Ariana Grande, Caroline Polachek, and others.
