{"id":88770,"date":"2024-06-21T15:05:12","date_gmt":"2024-06-21T19:05:12","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2024\/06\/21\/how-charli-xcx-scored-her-biggest-album-yet-and-ushered-in-brat-summer\/"},"modified":"2024-06-21T15:05:12","modified_gmt":"2024-06-21T19:05:12","slug":"how-charli-xcx-scored-her-biggest-album-yet-and-ushered-in-brat-summer","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2024\/06\/21\/how-charli-xcx-scored-her-biggest-album-yet-and-ushered-in-brat-summer\/","title":{"rendered":"How Charli XCX Scored Her Biggest Album Yet and Ushered in \u2018BRAT\u2019 Summer"},"content":{"rendered":"

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\n\tNow that it\u2019s officially summer, we can start calling 2024 the summer of BRAT<\/em>. Charli XCX<\/a>\u2019s sixth studio album, released June 7 on Atlantic Records, has taken the internet, and dance floors, by storm, spawning memes, jokes and posts galore, all colored the fluorescent \u201cbrat green\u201d on social media \u2014 and that\u2019s before you even get to the music. The record itself is a triumph of dance-pop that has not only ignited Charli\u2019s legions of fans but brought her the biggest debut week of her career, having moved 82,000 equivalent album units in the United States to debut at No. 3 on the Billboard 200.<\/p>\n

\n\tIt\u2019s a testament to the groundswell of support that Charli has cultivated, and that her management team, creative and design teams, and label Atlantic Records have helped nurture. The album arrived with 14 different vinyl variants and a number of exclusive editions, helping to sell 45,000 copies (the biggest sales week of Charli\u2019s career) while becoming nearly inescapable in the cultural discourse. It also proved that Charli is a true innovator who\u2019s much more than the \u201cBoom Clap\u201d and \u201cI Love It\u201d hits of a decade ago, or even the songwriting superstar she\u2019s been for other artists throughout her career. All that hype and success has helped Atlantic\u2019s vp of marketing Marisa Aron<\/strong> earn the title of Billboard<\/em>\u2019s Executive of the Week.<\/p>\n

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\t\t\t\t\t\t\"Charli<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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\t\t\t\t\tHow Charli XCX Returned To Her Rave Roots For \u2018Loud and Bold\u2019 New\u00a0Album\t\t<\/p>\n<\/h3><\/div>\n

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\n\tHere, Aron discusses the marketing plan and rollout of BRAT<\/em>, how Charli helped build hype for the album more than a year ago and the groundswell of support \u2014 including a gigantic record-store listening party at more than 170 stores across the country three days before the album\u2019s release \u2014 that led into BRAT<\/em>\u2019s debut. But just as the solstice has only passed this week, there\u2019s much more to come: as Aron puts it, \u201cBRAT<\/em> Summer has just begun.\u201d<\/p>\n

\n\tThis week, Charli XCX\u2019s BRAT<\/em> debuted at No. 3 on the Billboard 200 with 82,000 equivalent album units, her biggest first week ever. What key decision did you make to help make that happen?<\/strong><\/p>\n

\n\tThe success of BRAT<\/em> is a testament to Charli\u2019s incredible artistry and vision. She not only created the most culturally important pop and dance album of the year but also delivered a masterclass in artistic direction and marketing strategy. Charli has an amazing team, and together with the unwavering support from our team at Atlantic we all worked to execute her vision to the fullest. Our key decision? To trust her implicitly. We fully embraced her vision, her plan, her ideas and helped her bring BRAT<\/em> to life. \u00a0<\/p>\n

\n\tWhat was the overall marketing plan for the release?<\/strong><\/p>\n

\n\tThe marketing plan for BRAT<\/em> is all about amplifying Charli\u2019s authentic voice and connecting directly with her fans. We knew we had an incredibly important album on our hands, one that was innovative, bold, fun, loud and would create a lot of conversation. We wanted to put together a campaign that captured that energy and put BRAT<\/em> into the cultural zeitgeist. The plan doesn\u2019t end with the album release; stay tuned, there is a lot more to come.\u00a0<\/p>\n

\n\tThe album also sold 45,000 copies, her largest sales week ever, including 14 different vinyl variants. What was your guys\u2019 approach to physical for this album, and how did it pay off?<\/strong><\/p>\n

\n\tThe physical release plan was so much fun to put together. It was a collaborative effort between Charli; [creative director] Imogene<\/strong>; design team SPECIAL OFFER, Inc.; Charli\u2019s management team; and our team at Atlantic. From the start, we wanted to create a series of limited-edition drops that would keep fans excited throughout the campaign. It was important that each variant felt unique and special both in design and in the rollout.<\/p>\n

\n\tWe started the campaign ahead of the album and artwork announcement with the limited edition 360_brat vinyl, released at first only to Charli\u2019s followers on her private Instagram. This moment helped set the tone for the rest of the campaign. When the official album pre-order went live, we partnered with major retailers like Target and Urban Outfitters, as well as local record stores, Blood Records and more to create exclusive variants that gave fans more options to choose from.\u00a0<\/p>\n

\n\tOn Tuesday, June 4th, we unleashed BRAT<\/em> into the world a little early. Thousands of Charli\u2019s fans went to their local record stores for a first listen, three days before the official release. It was a massive undertaking \u2014 Atlantic\u2019s biggest listening event campaign ever \u2014 with 179 stores across the country. \u00a0<\/p>\n

\n\tBRAT<\/em>\u2019s physical release wasn\u2019t just about sales figures; it was about creating a deeper connection with fans. From the unique packaging that you have to rip into to get to the music, to the events and limited-edition drops, it is a reminder that in the digital age, the physical album can still be a powerful, personal and meaningful experience.<\/p>\n

\n\tThis album almost immediately became a cultural touchstone, and was a huge talking point online, with fans making memes of the cover art and the color palette seemingly everywhere. What was your approach to the digital marketplace for the project?<\/strong><\/p>\n

\n\tThe BRAT<\/em> campaign started in February when Charli threw a legendary Boiler Room in Brooklyn with A. G. Cook, George Daniel<\/a>, Finn Keane and Doss, drawing a record-breaking 40,000 RSVPs \u2014 the most in the history of Boiler Room. There were surprise appearances from Addison Rae and Julia Fox<\/a>. This was the first time people got to hear a few tracks from the forthcoming album, turning it into one of the year\u2019s most viral moments and really setting the tone for what was to come.\u00a0<\/p>\n

\n\tThe approach was about creating really memorable moments both online and in real life, from surprise DJ sets, exclusive Club Angel events, single reworks with Addison Rae, Robyn<\/a>, Yung Lean<\/a>, Skream<\/a> and Benga<\/a> to one of the most talked about music videos of the year (\u201c360\u201d) and so much more. We carefully planned out the timing of it all.\u00a0<\/p>\n

\n\tThe \u201cbrat green\u201d that we all have filling our timelines right now goes back to Charli\u2019s brilliant vision for BRAT<\/em> artwork. Once the artwork was revealed fans started to recreate it themselves, which inspired us to launch the brat generator<\/a>. From there, it really started to take on a life of its own. We continued to incorporate brat green throughout all the marketing. One of the most fun pre-album moments in the campaign happened in Brooklyn a few days before \u201c360\u201d was released. Terry [from the digital team] had an amazing idea of painting a huge wall \u201cbrat green\u201d during a livestream, and thus the \u201cbrat wall\u201d was born.\u00a0<\/p>\n

\n\tIt\u2019s been 12 years since Charli first hit the Hot 100 top 10 with her feature on Icona Pop<\/a>\u2019s \u201cI Love It,\u201d and 10 years since Charli\u2019s first solo Hot 100 top 10 with \u201cBoom Clap.\u201d Her career feels bigger now than it\u2019s ever been. How did you energize those day one fans and pull in new ones for the run-up to this release?<\/strong><\/p>\n

\n\tSpeaking from my own experience, it honestly is just really fun to be a Charli fan. For example, a full year before the album campaign even started Charli brilliantly started a new private Instagram account, @360_brat. What goes down on that account is strictly confidential, so I won\u2019t give too much away. But Charli\u2019s early vision and authenticity has made BRAT<\/em> an undeniable phenomenon which really resonated with her early fans, and then throughout the campaign brought new fans in.<\/p>\n<\/div>\n<\/div>\n

Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Now that it\u2019s officially summer, we can start calling 2024 the summer of BRAT. Charli XCX\u2019s sixth studio album, released June 7 on Atlantic Records, has taken the internet, and dance floors, by storm, spawning memes, jokes and posts galore, all colored the fluorescent \u201cbrat green\u201d on social media \u2014 and that\u2019s before you even […]<\/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-88770","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\/88770","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=88770"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/88770\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=88770"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=88770"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=88770"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}