{"id":120528,"date":"2024-12-16T12:07:16","date_gmt":"2024-12-16T17:07:16","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2024\/12\/16\/how-charli-xcx-kept-the-brat-party-going-all-year-2\/"},"modified":"2024-12-16T12:07:16","modified_gmt":"2024-12-16T17:07:16","slug":"how-charli-xcx-kept-the-brat-party-going-all-year-2","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2024\/12\/16\/how-charli-xcx-kept-the-brat-party-going-all-year-2\/","title":{"rendered":"How Charli xcx Kept the \u2018brat\u2019 Party Going All\u00a0Year"},"content":{"rendered":"<p><!-- no image --><\/p>\n<div><!-- do not apply CSS styles to this element! --><\/p>\n<div class=\"pmc-paywall\">\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cThe reason I love electronic music and clubs and DJs so much is\u00a0that everything is endless,\u201d \u00ad<a href=\"https:\/\/www.billboard.com\/artist\/charli-xcx\/\" target=\"_blank\" rel=\"noreferrer noopener\">Charli\u00a0xcx<\/a> told <em>Billboard<\/em> in <a href=\"https:\/\/www.billboard.com\/music\/pop\/charli-xcx-brat-billboard-cover-story-interview-1235732025\/\" target=\"_blank\" rel=\"noreferrer noopener\">her July cover story<\/a>. Fittingly, the veteran pop artist got her start in London\u2019s rave scene over a decade ago and, across five albums, developed a faithful cult following. But it was her sixth album, <em>brat<\/em>, and its yearlong rollout, that shifted perception \u2014 and expanded her fandom.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tBeginning with her record-breaking Boiler Room warehouse set in February, Charli let demand slowly build before the June release of <em>brat<\/em>, which was met with critical acclaim and became her highest-charting title on the <a href=\"https:\/\/www.billboard.com\/charts\/billboard-200\/\" target=\"_blank\" rel=\"noreferrer noopener\">Billboard\u00a0200<\/a>, entering at No.\u00a03 and collecting 82,000 equivalent album units in its first week, according to Luminate. In the following months, the internet deemed the season \u201cBrat Summer\u201d as Charli became even more omnipresent and brat started to shape-shift.<\/p>\n<div class=\"injected-related-story \/\/ lrv-u-margin-tb-2 lrv-u-border-t-1 lrv-u-border-b-1 lrv-u-padding-t-050 lrv-u-padding-b-075 lrv-u-border-color-grey\">\n<div class=\"a-heading-border a-heading-border-background-color-grey a-heading-border-height-075 lrv-u-margin-b-075 lrv-u-margin-b-050@mobile-max\">\n<h3 id=\"title-of-a-story\" class=\"c-title  lrv-u-color-brand-primary a-font-primary-bold-s lrv-u-text-transform-uppercase lrv-u-padding-r-1 a-article-related-module-title a-article-related-module-title--color-brand-primary\">\n<p>\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n<div class=\"o-card lrv-u-flex\">\n<p>\t\t\t<a tabindex=\"0\" href=\"https:\/\/www.billboard.com\/music\/pop\/charli-xcx-troye-sivan-sweat-tour-meta-quest-vr-1235853431\/\" class=\"lrv-u-flex lrv-a-unstyle-link lrv-u-color-brand-primary:hover\"><\/p>\n<div class=\"o-card__image-wrap lrv-u-flex-shrink-0 u-flex-basis-144 u-flex-basis-96@mobile-max\">\n<div class=\"c-lazy-image  lrv-u-height-100p\">\n<div class=\"a-crop-3x2 a-crop-1x1@mobile-max lrv-u-height-100p\">\n<p>\t\t\t\t\t\t<img decoding=\"async\" class=\"c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/10\/charli-xcx-troye-sivan-sweat-quebec-press-2024-billboard-1548.jpg?w=237&amp;h=147&amp;crop=1\" data-lazy-src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/10\/charli-xcx-troye-sivan-sweat-quebec-press-2024-billboard-1548.jpg?w=237&amp;h=147&amp;crop=1\" alt=\"Charli xcx and Troye Sivan perform at Place Bell on Sept. 16, 2024 in Quebec.\" data-lazy-srcset=\"\" data-lazy-sizes=\"\" height=\"\" width=\"\"><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"o-card__content lrv-u-flex lrv-u-flex-direction-column lrv-u-justify-content-center lrv-u-padding-lr-1 lrv-u-padding-lr-075@mobile-max\">\n<div class=\"o_category \">\n\t\t\t\t\t<\/div>\n<div class=\"c_title \">\n<h3 id=\"title-of-a-story\" class=\"c-title  a-font-primary-medium-m lrv-u-padding-b-050 u-letter-spacing-0028@mobile-max\">\n<p>\t\t\t\t\tCharli xcx &amp; Troye Sivan\u2019s SWEAT Tour Coming to Meta Quest\u00a0VR\t\t<\/p>\n<\/h3><\/div>\n<p><time class=\"c-timestamp  a-font-primary-medium-xxs lrv-u-color-brand-primary lrv-u-order-100\" datetime=\"00:00-YY-DD-MM\"><br \/>\n\t12\/12\/2024<br \/>\n<\/time><\/p><\/div>\n<p>\t\t<\/a><\/p>\n<\/div><\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tSoon after <em>brat<\/em>\u2019s release, Charli dropped a surprise remix of standout song \u201cGirl, so confusing\u201d featuring its subject: Lorde. The drop hinted at more to come, and in August the <a href=\"https:\/\/www.youtube.com\/watch?v=huGd4efgdPA\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cGuess\u201d<\/a> remix featuring Billie Eilish arrived \u2014 and soon became the highest-charting song from <em>brat<\/em>, peaking at No.\u00a012 on the <a href=\"https:\/\/www.billboard.com\/charts\/hot-100\/\" target=\"_blank\" rel=\"noreferrer noopener\">Billboard Hot\u00a0100<\/a>. Brat Summer soon turned into Brat Fall with the September kickoff of her co-headlining Sweat Tour with Troye Sivan, during which Charli released a full-fledged remix album titled <em>Brat and it\u2019s completely different but also still brat<\/em>.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tEvery song was reimagined and featured at least one special guest, including Robyn and Yung Lean (<a href=\"https:\/\/www.youtube.com\/watch?v=bvy6aox2Sgw\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201c360\u201d<\/a>), Ariana Grande (<a href=\"https:\/\/www.youtube.com\/watch?v=jfL8Vu9PfW8\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cSympathy Is a Knife\u201d<\/a>), Bon Iver (<a href=\"https:\/\/www.youtube.com\/watch?v=K3D8_Mc3XTI\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cI\u00a0Think About It All the Time\u201d<\/a>) and Sivan on <a href=\"https:\/\/www.youtube.com\/watch?v=K5jyIoPbu4M\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cTalk Talk,\u201d<\/a> which closed each night of their tour. To celebrate the release of the remix album, a larger-than-life \u201csonic sculpture\u201d was unveiled at New York\u2019s open-air Storm King Art Center, juxtaposing its lime green walls against the browning colors of the surrounding grass and trees.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tBy November, brat earned Charli seven Grammy nominations \u2014 including for album and record of the year (\u201c360\u201d) \u2014 and she ended the month by pulling double duty as host and musical guest on <em>Saturday Night Live<\/em>. She closed the year by announcing a few 2025 solo arena dates, as well as a headlining set at Primavera Sound in Barcelona and a main-stage booking at Coachella. The word \u201cbrat\u201d was even named word of the year by the Collins English Dictionary.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAs for what\u2019s still ahead, her management team reveals that all of 2025 is already planned out. For an artist like Charli, who has \u201calways operated three steps ahead,\u201d as Twiggy Rowley, a member of her management team, previously told <em>Billboard<\/em>, the blueprints for Brat Winter and Brat Spring have indeed been laid \u2014 and will lead right back to where it all began, with no end in sight. Just as Charli always wanted.<\/p>\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"embed-youtube\"><iframe loading=\"lazy\" title=\"Charli xcx - Girl, so confusing featuring lorde (official audio)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/0q3K6FPzY18?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAnd yet, as Charli said while speaking to the audience at a May screening of her \u201c360\u201d music video, \u201cIt\u2019s hard being ahead.\u201d Her longtime creative director, Imogene Strauss, agrees, <a href=\"https:\/\/www.billboard.com\/music\/pop\/charli-xcx-favorite-reference-why-1235703466\/\" target=\"_blank\" rel=\"noreferrer noopener\">telling <em>Billboard<\/em> in June<\/a>: \u201cI think this is very true. Doing things first almost never means you\u2019re going to be the biggest or most famous. Being the reference means you have to make choices that go against the status quo.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tStill, Charli and her team have managed to sustain the momentum surrounding <em>brat<\/em> for months \u2014 and make it look easy. And while her previous output has earned critical love, she and her team\u2019s lockstep moves in 2024 have actually helped her become both one of the biggest and most famous pop stars of the year.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cGoing into this album, Charli had written a 20-page manifesto for the core team,\u201d recalls Brandon Davis, executive vp\/co-head of pop A&amp;R at Atlantic. \u201cSo much of what you saw throughout the campaign was conceptualized many months prior by her. She\u2019s a genius. The look, the feel, the sound, the art, the fashion \u2014 it was all there and all Charli.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tBecause of that precision, her team was able to build \u201ckey campaign moments\u201d based on her vision. \u201cWhere things got a bit spontaneous,\u201d Davis continues, \u201cwas what happened next.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tHe cites the \u201c<em>brat<\/em> wall\u201d as the best example of inspiring \u201cmassive cultural moments\u201d that the team then had the challenge of amplifying. Over the summer, a wall in Brooklyn was painted <em>brat<\/em> green and communicated different messages and updates about the album, all of which were written and broadcast live for fans gathering in person and watching on social media. Soon enough, cities around the world from San Francisco to Brisbane, Australia, enacted walls of their own.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tDavis also mentions the \u201c<em>brat<\/em> generator,\u201d an online tool that lets users customize their own <em>brat<\/em> album cover-inspired images, as helping boost the album\u2019s cultural cachet. Once the team realized how widely the tool was being used, they mobilized to create multiple versions of the generator for each version of brat and, eventually, for the Sweat Tour as well.<\/p>\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"embed-youtube\"><iframe loading=\"lazy\" title=\"Charli xcx - Talk talk featuring troye sivan (official lyric video)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/K5jyIoPbu4M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAs expected, the tour had brattiness coursing through it, with Strauss previously telling <em>Billboard<\/em> it was \u201can interesting morphing, shifting thing\u201d because of how the album itself evolved throughout the trek. The list of potential surprise guests grew, too: At Madison Square Garden, Lorde joined Charli for their \u201cGirl, so confusing\u201d remix, and at Los Angeles\u2019 Kia Forum, Kesha performed her version of <a href=\"https:\/\/www.youtube.com\/watch?v=6YO2_O1L_YY\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cSpring breakers\u201d<\/a> (off the deluxe <em>Brat and it\u2019s the same but there\u2019s three more songs so it\u2019s not<\/em>), which arrived as a surprise release days after <em>Brat and it\u2019s completely different but also still brat<\/em>.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cSo much of this rollout was planned, but sometimes it was not,\u201d Charli previously told <em>Billboard<\/em>, speaking of her \u201cGirl, so confusing\u201d remix with Lorde, which took just three days to arrange. As Davis reveals, \u201cThere was a moment where we weren\u2019t even sure if the song would make it out on all [digital service providers] in time.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tCharli\u2019s management team, led by Brandon Creed with Rowley and Sam Pringle, say the <em>brat<\/em> remixes are a perfect example of how quickly she moved following the release of the original album. While Charli always planned on releasing a remix set, no one anticipated how much momentum her collaboration with Lorde, which charted at No.\u00a063 on the Hot\u00a0100, would inject into the campaign. And ever since, Charli has kept illustrating how being nimble is crucial to the \u201cendless\u201d release cycle she always wanted.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cIt was a total balancing act of strategy and real-time decisions,\u201d Charli\u2019s management team shared in a joint statement to <em>Billboard<\/em>. \u201cThe entire <em>brat<\/em> campaign exemplifies perfectly when an artist and their team are locked in and able to amplify, magnify and pivot with all decisions.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI think the key fundamental was to always be watching, always be nimble and always stay close to Charli,\u201d Davis adds. \u201cShe knows herself, and her fans, best.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAs for what will come next, that\u2019s for Charli to know and fans to find out. How very brat.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t<em>This story appears in the Dec. 14, 2024, issue of <\/em>Billboard.<\/p>\n<\/div>\n<\/div>\n<p><a href=\"https:\/\/www.billboard.com\/music\/pop\/charli-xcx-brat-album-rollout-remix-strategy-1235854293\/\">Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cThe reason I love electronic music and clubs and DJs so much is\u00a0that everything is endless,\u201d \u00adCharli\u00a0xcx told Billboard in her July cover story. Fittingly, the veteran pop artist got her start in London\u2019s rave scene over a decade ago and, across five albums, developed a faithful cult following. But it was her sixth album, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-120528","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/120528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=120528"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/120528\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=120528"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=120528"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=120528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}