Charlie XCX

The Genius Marketing Strategy Behind 'Brat' Summer

Marketing strategies Charli XCX and Atlantic Records used to drive the success of Charli XCX's 6th official album, 'Brat' Summer and discover how as an artist you can apply these proven tactics to capture attention and shape culture.

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The Album of the Year

How it became Charli XCX's highest-charting album in the U.S., debuting at No 3 on the Billboard, No 1 in Australia.

‘'Brat'’ Word of the Year 2024

Why did Collins Dictionary choose ‘brat’ as Word of the Year, and what does it say about today’s culture?

Political Campaign Integration

Why U.S. Vice President Kamala Harris's 2024 presidential campaign embraced the "brat" aesthetic?

Simply put, 'Brat' Summer is a masterclass in claiming a color, shaping culture through music marketing, and selling music as a lifestyle not just a product.

Charlie’s sixth studio album took over the world. and became instantly recognizable for its cohesive brand universe

And at Pessoals, We studied Charlie's and her team strategy and crafted this case study

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Frequently Asked Questions

This case study breaks down the 'Brat' Summer phenomenon and the genius marketing strategies Charli XCX and her label used to market her music. It shows how a single album rollout turned into a global cultural trend, influencing social media, fashion, language, and online behavior worldwide.
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