Charli XCX and the ‘Brat’ Concept: When Marketing Came Before the Music

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This year, every time Charli XCX has spoken or made a move, it’s made headlines—and for good reason. She has emerged as one of the standout pop figures of the season, thanks to brat (2024), her latest album. This record has undeniably been one of the best of the year, and in a recent interview with Variety, she shared an intriguing insight about the idea that sparked the entire project.

Charli is known for offering bold explanations about the universe she has built around Brat. It’s been nothing short of a revolution. Perhaps one of the secrets behind this masterstroke lies in her decision to prioritize marketing—yes, even before the music itself.

Charli XCX admitted that she first designed the overall concept and narrative for the project before writing the songs that would be included. “Usually, when I finish an album, there’s a transitional phase where I think about how to present it. But with this one, I did it the other way around: I thought about the marketing before creating the music,” the British artist explained. The central idea of brat started with its title, which served as the creative compass for the entire project.

This unconventional approach not only helped Charli define the album’s parameters but also made the creative process easier. “It was like an instant filter: if my team and I were working on a potential song and it didn’t fit the brat concept, we’d scrap it immediately. We focused only on what aligned with that vision,” she shared.

Charli XCX Breaks the Mold with ‘brat’—Though Many Already Suspected the Strategy Behind It

By taking such a structured and intentional approach, Charli has shown that music—especially pop—is no longer just about the music itself. It’s intertwined with strategies and narratives that reinforce the core element: the songs.

With these candid revelations, the Birtish diva has openly addressed something many insiders already knew, while others are only now discovering through the carefree, party-centric universe she has created.