BRAT: A 101 IN MUSIC MARKETING (she’s genius)

[@ViDEOGiRLX2]

🍏ARE YOU AN EMERGING ARTIST? SUBMIT YOUR SONG TO MY ‘DiSCOVERY 101’ PLAYLIST ON SPOTIFY! We’ll be updating it every month with the best releases from undiscovered artists who deserve to be spotlighted.🍏 SUBMIT HERE: docs.google.com/forms/d/e/1FAIpQLSf9UBLjs3esbyDV13c1Je1FFon_peLHRzI3qZkuJUuPV5BYKw/viewform MY SPOTIFY: open.spotify.com/user/313bxoyeipr54kipsqearxerhcse?si=5a8f183fa0a64dae MY INSTAGRAM: instagram.com/videogirlx2

[@nathanmaoah4906]

I submitted for the hell of it, great vid !

[@Rayaann]

Im so proud of her success for this album, people are finally acknowledging how talented, genius and genuinely interesting she is, pioneering such interesting sounds and being ahead of her time, a true legend.

[@ViDEOGiRLX2]

It’s so beautiful to watch her get her flowers 🥹🍏🤍

[@Rayaann]

@@ViDEOGiRLX2 right!! 💚

[@DRM9394]

Exactly 💚💚💚💚

[@endlessrestlessdream]

360 likes 💗

[@softcoreluvr]

I have to admit, I'm one of those people. better late than never though, right? 😅

[@saul-wv7fk]

If you really think about it, this is just her being herself, and somehow it feels like she is a mastermind but she is just doing what she feels like without restrains. In an era where everyone is trying to be someone they are not. This feels unfiltered, visceral and authentic. We were craving for something like this.

[@ViDEOGiRLX2]

exactly🥹🍏 it feel authentic bc it is! But the marketing stunts like the brat wall made it even better

[@JojoDamap]

Absolutely! She was just being herself without restraint.

[@VioletMugabi]

Something about this album rollout feels quite traditional and old school (alongside modern day social media marketing). Doing press junkets and interviews, buses with the album cover on them, theatre movie showcases, signing albums and meeting fans in person, singing while atop a car in public surrounded by a mass of fans, making club appearances. I mean, people don't promote music like that anymore. Some people hardly even promote (like Beyonce) It explains why it has made such a splash. She really put in the effort.

[@mari98_]

I was just thinking the same!! With social media companies of all kinds really of solely online promo and even worse make artists do their own promo w/ no support on their own socials so they can keep marketing budgets as small as possible. People, esp gen z, are craving all the tangible things charli and her team are doing. Yes socials play a part but they often were fomo of the irl events, signs, trucks, etc.

[@ViDEOGiRLX2]

This is such an amazing point! I was literally thinking about why roll outs don’t feel as exciting as they did when I was a kid!! And I feel like it’s because back then artists didn’t rely on social media/ tik tok and it wasn’t the expectation so they had to get creative with it!!! Charli really nailed this whole rollout and lead the fans marketing it for her on social media rather than her begging her fans to stream or pressuring them for certain numbers! So excited to be having these discussions on my channel, I’ve found my people🥹🍏🤍hehe

[@NadezdaBeka]

Also, people feel it when music isn't a moneygrab or some commercial garbage disguised as authentic and rebellious. That's why Katy Perry flopped. People are also hungry for fun carefree music cause celebs barely have balls for that in fear of not being taken seriously.

[@alstroemeria3403]

UGH i love the marketing so bad. i'm not active on social media and i live in jakarta where the lgbtq community is secluded and oppresed but i STILL see the brat impact in the nightclubs here because everyoneee is celebrating brat. absolutely incredible

[@ViDEOGiRLX2]

wow🥹 the brat impact is worldwide! Sending love to you🍏🤍

[@auliaadila]

Oh dang, mind dropping where cuz I need to dance to brat so bad too 😳😳😳😳😳😵‍💫

[@littlekermit5025]

Charli was always an it-girl, always low-key but also influences and changes music industry. Unapologetically talented 👏👏👏

[@discobassgroove]

Changing all her other album covers totally blew my mind

[@itstonycia]

Oh yes! I wasn’t sure if they were like that b4 bc I’m a new charli follower

[@Keetz]

The genius of brat's album cover goes even deeper than that. The "blurriness" on the letters isn't just a standard blur, it's *specifically* image compression. It reminds me of those 480p windows movie maker lyrics videos from the early days of KZbin. Hell, the font used (Arial) was the same font KZbin used site-wide prior to 2015.

[@ViDEOGiRLX2]

omg obsessed.

[@TCakes]

I forgot how old I am because I thought everyone knew this lol

[@NadezdaBeka]

I thought everyone figured it out. I saw the compressed text as a "cheap" and "idgaf" move implying that she didn't care about being polished which ties to her style and behavior in this era

[@aimeerivers8049]

we need more celebrities that aren't afraid to be real, raw, and do whatever they want. that's why this is a charli and chappell summer!!!!

[@ViDEOGiRLX2]

100000% 🍏🫶🏻

[@dancingdyonysis]

the day of her Primavera set she also played a secret 1pm pop-up set right on the beach in Barcelona, totally free and open to the public. She announced it an hour before and even 20 minutes before the show the tiny dj set up only had like twenty people around it... she george and ag were maybe two meters away. one of the most surreal experiences of my life

[@ViDEOGiRLX2]

Omg yes!! I saw videos of that, looked so amazing. So jealous that must have been so insane to be at🥹🍏🫶🏻

[@miki890098]

There's another element to this that makes this even more amazing. Charli being so successful in bringing niche music culture elements to the mainstream makes all of us fans feels seen and our adoration of artists like Sophie and ag cook feel finally justified by something more than just "personal preference". It feels like all of this hard work they put into their music is finally paying off, and being there from before this was so popular is incredible. I really hope we get to see more of this and honestly I wouldn't mind if more people started to make similar music.

[@ViDEOGiRLX2]

100000%, it’s like seeing the underdogs win after so many years of being brushed off or not taken seriously (like pitchfork giving the vroom vroom ep a terrible review and now many years later retracting it and re-reviewing it🙄). It’s so rewarding to see charli,sophie, ag cook etc getting all this credit after their years and years of hard work🫶🏻🍏🥹

[@e.g.evermore4390]

Funny how this album cover is already the most memorable of the year and her career, and it will become one of those iconic arts in the future

[@zzjamie-is-over-partyzz]

i’m so grateful for this era. though i’ve been a fan for four to three years now, i’ve never seemed to see any recognition for her diverse style of pop music and her pc music peers. knowing my friends are starting to listen to her makes my heart warm and this is just the beginning of her world success ✨

[@ViDEOGiRLX2]

I love this comment 🥹🤍🍏

[@JustcallmeKurt]

Marketing classes gonna be playing this in class now

[@MaxRunyon]

You gon JUMP if AG made it !!

[@sam-dg8vs]

and just when u least expect it, she surprises us with the lorde version of girl, so confusing. god im gonna miss this era so bad when it ends

[@ViDEOGiRLX2]

LITERALLY…video coming soon ;)

[@HEARTMACHINEPLUSULTRA]

This is definitely my favorite rollout that Charli's done. I think it's worth mentioning her appearance at The Dare's freakquencies party too. This era really showed me how aware Charli is regarding what's hot and what people are in to. Charli tapping into what Harrison is doing is really smart. Freakquencies has gotten increasingly popular and is widely considered to be one of the best parties in New York. Putting herself in that space to premiere new music is genius imo.

[@jorditorro6273]

What I love a lot about this whole strategy is how it reminds me of the Motomami Era. Teasers, TikTok target with that special concert. Or the Brat cover controversy to make people more interested just like Rosalia did with the Hentai snippet. The shows also seem similar. All of this to become the most critically acclaimed album of their respective years. In conclusion, they deconstructed everything to make a cultural reset and I’m glad talented female musicians like Charli and Rosalia are getting their flowers.

[@andrewallen3107]

These two women hace their own style, music and personality but I can see how much of the Rosalía motomami's marketing IS taking by Charlie and she's being praised for being that much original but Rosalía did It first but she sings in spanish so not going to get the credit for that revolutionary marketing and live show.

[@aleksandarhopping7792]

i had no idea about brat in the first place but then my twitter fyp was just that one shade of green for DAYS 😭AND IT WAS SO SMART

[@ViDEOGiRLX2]

This!!!!🍏💚

[@getupnsk8]

U are becoming my new fav KZbin channel. This brat series is so well done. Can’t wait for pt 3!

[@ViDEOGiRLX2]

Thank you! Coming soon 🍏🤍

[@aachalgowan4507]

great video!!! also some other things i thought were cool in london: she had a viewing party for her boiler room set when it first premiered and there were loads of photo opportunities/a free photobooth + fans were given free drinks, merch, and club angel cards. fast forward to release day, charli announced a pregame for her partygirl set (open to anyone, not just those with tickets). people with the club angel cards got to skip the line (rewarding loyalty), and there were again loads of photo opportunities and free drinks. charli also then pulled up in the bratmobile and got behind the bar herself! this era has been SO fun

[@ViDEOGiRLX2]

Omggg that’s so sick! Did you go??🥹🍏

[@aachalgowan4507]

@@ViDEOGiRLX2 yes!! had the best time

[@nikitich6166]

im so fucking proud of her SHE DESERVES EVERYTHING

[@zkry2952]

What got me are the lyrics video on KZbin, it's her first album I listen in it's entirety. I love the sincerity of lyrics and vocals and the energy of the production. I'll listen to it all summer and maybe more for sure!

[@iMThatOnlyBeast13]

I’m a new fan and I’m loving this album. This is a really well made video that adds more context. Idk if it’s worth mentioning but Anthony Fantano giving the album a 10 got me and a lot of people into her music. I’m also pretty new to pop and I like experimental or interesting music so she’s great

[@ViDEOGiRLX2]

Yes!! I saw that & l like his commentary so that was a big deal since it's so rare for him to rate something a 10 🥹🍏so happy ur getting into her stuff

[@RasendoriXProduction]

I love how perfectly the album's aesthetic fits your channel! 🍏Great video!! It was such a great rollout for Charli! 💚

[@juanmoraesx]

charli is such a genius

[@itstonycia]

Billie and charli and Sabrina (even tho Sabrina’s album has released yet) have been doing good album rollouts. Nothing has been as chronically online as BRAT tho. Billie has been doing press overseas which is really cool. I feel like big artists don’t do that anymore. I feel like it’s 2016 and I’m just watching a bunch of old Justin Bieber or one direction interviews from different radio shows / international tv shows. I love the creativity of promoting the album in the streets like brat and the fans taking it further with memes

[@popmushee]

Thoroughly researched and well-structured video. Genuinely, this is an amazing rundown

[@ViDEOGiRLX2]

Thank u!!!🥹🍏

[@itsjvctr]

the girl so confusion version with lorde is outttt

[@aguhera]

i'm really not a fan of hers, but seeing her getting worldwide recognition and basically making this month her month is amazing. she's a fucking genius

[@SelvoLa7]

I’ve really appreciated this analysis as i happily noticed how well curated her BRAT promo is. This is genuinely what comes to my mind when i think about pop. A 360 degrees pop project.

[@wildcherrygirl]

i was never exactly a charli xcx fan, but ive been into some of her songs over the years. just never had the urge to listen to her full albums but i saw the brat album cover and loved it sm that i had to listen. and i’m obsessed! also i don’t have social media, just youtube so i didn’t really know any of this. btw really loving ur videos! keep it up

[@katsumislibrary]

everyone I’ve told to stream it have loved it even the ones who don’t prefer this genre of music are like “it’s not my thing but she did really good” this is crazy to experience

[@ViDEOGiRLX2]

ugh I just love Charli sm and I’m so proud of her🥹🍏 she rly deserves this!

[@Lovelycreature777]

I loved loved loved this rollout!!! And seeing hype and following the appearances. The only thing I think you missed was the early album listening party she had posted about!! A ton of record stores across the states held a listening party a few days before the official album release and the first 50 -100 people got some Charli merch! I thought that was such a fun nice touch for people that don’t live in big cities where she was having meetups and shows!!

[@ViDEOGiRLX2]

Omg yes amazing point!! Thank you for sharing 🍏🫶🏻🤍another amazing move from Charli

[@kiIIvmaim]

off topic but we need a caroline polachek video. the style shift she had from pang to desire i want to turn into you is insane. i cant put my finger on it because she's insanely talented in both albums but something about the style shift she had just elevated her so insanely.

[@ViDEOGiRLX2]

omg I literally started one a while ago but haven’t finished!! Deffo on my list to finish thanks for reminding me hehe🍏🫶🏻

[@kiIIvmaim]

@@ViDEOGiRLX2 yay!! omg i would be so hype for that. i've been rly obsessed with her lately she has such an insane level of talent while also just being so involved in making and producing her own music and her style is just so perfect lately

[@ViDEOGiRLX2]

Yes literally! I didn’t get into until a little later even though I’d heard of her bc she’s such good friends w charli. And when I heard her music WOW. Both albums are WOW but her latest album is especially insane and I feel like she rly is an artist in every single sense of the word!!! I have a few more videos/ ideas lined up but once those are out I’ll get working on it :))

[@richardthered3772]

I was in Astor place the day she was performing in Brooklyn and she almost hit me with the Brat mobile 😭

[@Jakezmobile]

i think it would be awesome if lorde was on the deluxe album with a remix of girl,so confusing. after the support lorde has shown, i think it could be a collab that charli would know *is* honest.

[@ViDEOGiRLX2]

Omg I love this idea!!! Literally would be so good🤩🍏

[@KG-zp5zc]

lol

[@Jakezmobile]

umm not me manifesting…

[@MoonlightBrillance]

This aged so well omg

[@ViDEOGiRLX2]

Omg!!!!!🍏

[@Stoy-boy]

Outstanding analysis, so well structured and eloquently worded. Thank you. 🙏

[@ViDEOGiRLX2]

Thank YOU 🥹🍏

[@Erik_A06]

Ive never been more happier to be alive! Everything about this album is transcendent healing our society. Charli is ICONIC and I don’t use that word loosely😊

[@onnolippett7866]

As an A&R this is one of the most useful video’s I’ve seen in quite some time. Thanks for this detailed breakdown and for sharing all this knowledge. I can’t wait for more music marketing 101’s!!

[@twistedNEKO]

ive known about her forever but its this brat era that turned me into a charli fan! its so been SUCH a good rollout with such GOOD msuic. i miss this kinda of stuff!

[@lolaslightrays]

this was soooo comprehensible, thank youuuu :)

[@ViDEOGiRLX2]

Yay thank YOU🥹🍏

[@cellie0428]

Great video! and yes, BRAT album marketing will be studied for years to come. i can’t believe an album took over my life!

[@doolaloo8496]

Such a great video!! Everything about the sound and design of this new era of Charli is just so perfect 💚💚💚

[@elisazouza]

And everyone associates the brat green colour with Charli XCX now!!! Very powerful and simple

[@madfish45]

i am a huge Rachel Sennot fan and so ofc i heard charli's work on bodies bodies bodies but her inclusion in the 360 music video is why i watched and started getting hyped for brat. but that wasnt the only reason. the audio with von dutch and her line of "your the murderer i knew it" is another key factor in why i pre-bought the cd and pre-saved!!

[@meghansullivan6812]

Im so psyched for her! What I would've given to be at that boiler room set.....

[@rikkuster]

I'm still playing catch-up with Charli and her past discography, lol. About a week or so before 'brat' released I had started listening to her past albums since I've never really delved into it before and have only heard bits here and there of how good her music was. Then, leading up to 'brat' all her album covers changed to the simple font and 1-color background and I got super confused, thinking Spotify was messing up her album covers, lol. Once 'brat' released it all made sense though and I can see why people are so excited about it. It's been really fun to listen to!

[@chidalso]

seeing the Nardwuar video made me tear up....charli xcx they could never make me hate you!!!

[@ViDEOGiRLX2]

Ugh literally🥲🍏🥹

[@paul2901]

this is honestly the best album rollout i have ever witnessed, the best thing about it is its authenticity!

[@itwaschaotic]

apparently the kesha thing with the brat trucks is supposed to be charli's way of making fun of the situation when their social media manager posted on kesha's twitter about charli and the brit awards :D

[@ViDEOGiRLX2]

Omg haha didn’t even think of this!!🍏🤍

[@juanmoraesx]

your accent is so catchy, great vid and poins!! ❤

[@teamaydan]

I love your channel so much! I got to meet Charli at Rough Trade record store about a week ago for one of the signing and it was so amazing, I was so nervous but she was so kind, even on vocal rest

[@ViDEOGiRLX2]

Thank you!🥹 ahhhhh omg I’m so jealous that’s so amazing🍏🤍

[@danilofernandes8400]

album of the year

[@peeblestem]

i was never a big fan of her altho i liked lots of singles but this album has turned me around COZ it’s JUST SO GOOD

[@maunochromatic]

Absolutely loving your channel & your series on BRAT

[@ViDEOGiRLX2]

Thank you 🥹🍏

[@oh_em_gee333]

you ate down with this omg

[@ViDEOGiRLX2]

🥹🍏

[@medusas_wig]

I genuinely believe this could be a catalyst for a change in pop music for the better

[@lovelyy6491]

love that you mentioned her hair. it might look like something unimportant but as a curly hair girl myself the fact that her biggest album was completely her, from how it sounds to her natural hair, makes me super happy

[@Lenonacostaofficial]

in honor of lorde's brat, i bought myself a neon headphone which may not be a lot but ppl will know im here for the gay pop

[@tealfinger1120]

Bro name the brand/model, i wanna buyyyy

[@Lenonacostaofficial]

@@tealfinger1120 i actually bought it from those sellers in a pedestrian bridge lmaoo it's only 50 PHP or 1 USD in america

[@SEK0HC]

A marketing wet dream

[@heatherglamour]

You summarised everything perfectly - love this video! 💚

[@ViDEOGiRLX2]

🥹🍏🤍

[@angelinaxarmstrong]

A true marketing and musical genius 💚✨️

[@emamacitas]

omg i remember stumbling onto the paint drying stream and being so confused by why i got it on my fyp

[@paduanicoc.7019]

a well made content, thank u Queen! and i'm just happy for charli i hope she gets more hype

[@lunallenalunallena]

I’m just so happy to see the world is finally appreciating all her talents. This girl deserves all the love and more. 💚🖤💚🖤💚 how smart of her to choose lime green this era as imo it’s the loudest color and screams for attention !!! She would the perfect artists to bring **lightsticks** to the west! I can see bright lime green lights glowing at her concerts.

[@Robert__Isaac]

Your interpretation of the album art is so cool, it always felt exactly like the music but I didn't get why until watching this. The combination of the bold color with the pixelated lower case letters does carry a lot of meaning. Also its science that lime-green/lime-yellow is the most attention grabbing color, it's why it's on a lot of emergency vehicles.

[@jackwheeler27]

My favorite part was when she changed the other album covers to the brat style. I think it still looks very badass.

[@MoonlightBrillance]

This was such an interesting video! You deserve more subs.

[@elisazouza]

I’ve been a fan of her for 11 years I’m so proud of her ❤❤❤

[@MamacitaPlaySims]

I love how well she is doing and can do what she loves to do while keeping herself real I heard this new album but it wasn't for me, But again I am thrilled she deserves it.

[@hannahxoxox04]

love your videos on brat so far! 🍏💚

[@ViDEOGiRLX2]

Thank u🥹🍏🤍

[@itstonycia]

I didn’t know about the generator or the wall! I’ve seen the memes lol & I did see the music video but didn’t know most of the cameos, then someone on her team posted about the album praising it and I went from there. Also, I’ve been loving her style and hair..didn’t know it was a lil diff for the brat era 💚11:40

[@aria2aria2]

i like how it doesn’t feel inauthentic whatsoever if you go back and listen to her old music.

[@Ohioakable]

In a way, this album reminds me so much of the intensity of True Romance. I'm so happy her music feels so close to her soul throughout all this time.

[@Matpeixelegal]

Parabéns pelo vídeo! Acompanho a Charli há um tempo, gosto bastante dessa pegada dela mais hyperpop/ pop não mainstream, e não fazia ideia do quão grande tinha sido o rollout de Brat... Ganhou mais um inscrito, do Brasil!

[@ViDEOGiRLX2]

Thank you for watching🥹🍏🤍sending love to you in Brazil!

[@ANIMALWITHART]

This was very insightful. Thank you!

[@Infermiterol]

Thank you for this video, it's amazing ❤

[@ViDEOGiRLX2]

Thank YOU for watching 🥹🍏

[@jmora89]

What an awesome rollout!

[@JorgeSalas-eg6gz]

You never disappoint!

[@paulinenguyen6755]

I am fairly new to Charli's fandom. CRASH was my first comeback & I saw her live during her 2022 tour. I didn't realize how mainstream BRAT was until I heard someone on a big podcast talk about it. I love most of the songs on BRAT, but I just didn't realize this would be *the* album. I guess it makes more sense now given the marketing context. I think 360, Talk talk, Everything is romantic, Von dutch (ft Addison Rae) are my toppppps

[@ViDEOGiRLX2]

Love this comment! Omg have fun on the tour, It’s sold out where I am and resale is crazy😭😭😭🍏🍏💔💔

[@annika6211]

girl PLEASE do one of these on the great impersonator!! the marketing was fucking geniusss

[@TrueFallacy]

Awesome video, and a real study in modern music marketing- thank you!

[@ViDEOGiRLX2]

So happy u liked it!🍏

[@Ultraviolencari]

The marketing strategy still amazes me and she doing it like no other omggggg! We are so blessed to live in the same era as Charli

[@Ultraviolencari]

You only forget to mention how this album got the highest score on metacritic for 2024 too ❤

[@SofDob]

THE ALBUM AND THE TRUCKS R LIKE IN KPOP ADORE THIS

[@adriannacovone4527]

kicking off the brat era with an absolutely bananas set for boiler room was truly giving the people a gift

[@uhmidkbro.]

love your videos your voice is soothing lol

[@ViDEOGiRLX2]

Thank u🥹🍏

[@1almostblue]

Obsessed with ur channel omg

[@ViDEOGiRLX2]

yay that makes me so happy 🥹🍏

[@res4522]

Wow, so well thought out! 💚I hope that no tour on the mainland of Europe is also marketing though 😭🙌💚

[@jorditorro6273]

After what happened to the now iconic BRAT Green, I think she changed the album covers with different colours as if we would associate each to the different albums. Just like what is happening to Taylor’s albums in The Eras Tour: people claim one specific era and make it a colour so maybe she’s like giving her own Eras Tour/Career with this. And just like said in the video, deconstructing the idea of utilizing women’s bodies for the covers to now think about the albums as abstract concepts is an even better idea.

[@theguyoutside6641]

so proud of charli. ALBUM OF THE YEAR

[@girliepopgirl]

EXCELLENT VIDEO RECAP THANK YOU

[@styledbyjuless]

Im lit to see this channel grow

[@ViDEOGiRLX2]

thank u!!🥹🍏grateful for the community we’re building here

[@josjoererg]

the fact that this video came out before the lorde remix of girl, so confusing is insane still. this era has been so much fun to live through

[@ViDEOGiRLX2]

Literally she’s genius!! Just uploaded a video on the lore of Girl, So confusing 🍏🫶🏻

[@mccod035]

I am a Gen x and I am saying that because she appeals to me. I usually listen to alternative rock because it is weird and different. I think that is why I like her.

[@yurrrrr3333]

The boiler room set was so mf good, I still need her to release the remix album🥲🥲

[@Luci_71]

I managed to find a promo of brat as 35 record from the uk, with Von Dutch and club classics a few months before the release of brat

[@ropesquid2085]

Loving the Aussie representation in the top listening flashed up at 7:07. Girl needs to visit again (she was here for Pride last year, IIRC)

[@peachica]

Subscribed. Love your commentary

[@ViDEOGiRLX2]

🥹🍏🤍

[@roseblanc3963]

just a rllly nice n well made vid