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How Brat Summer Took Over the World & the Genius Marketing Strategy Every Artist Should Learn

Learn the genius 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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2,000+ Partner Network

How thousands of aligned partners were activated through systems — not luck.

The 50% Revenue Share Model

Why uncapped commissions outperformed flat fees and fueled rapid expansion.

A Defensive Cultural Moat

How timing, exclusivity, and relationships created an uncopyable position.

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.
This case study is for: Artists who want to market their music without relying only on ads Marketers looking to understand how culture-driven campaigns actually work Managers & labels who want to create moments, not just releases If you’re trying to make people feel something and talk about your work, this is for you.