Why “brat” took over social media
When you heard the word “brat” a year ago, maybe you thought of times you were called one for being obnoxious. Or maybe (if you’re Gen-Z like me) you thought of the coveted dolls from your childhood. If you hear it now, a flash of neon green and cool people probably come to mind.
In an interview with Apple Music’s Zane Lowe, Charli said the plain album cover was chosen due to low-budget and a fear of fans not liking the album. “I was like, ‘This album is not going to appeal to a lot of people… ‘I think I will do a press shoot and then maybe we just save on the album cover.”
(yes it’s supposed to be low-res)
So why did this simple, boring, low-quality image take over social media? Well, because it was so boring and low-quality, except for the lime green. People were curious, confused, and surprised. Charli is known for her style and visuals, so why would she do this? It made people talk. And it was all Charli’s idea. She said it would give people something to talk about, but she underestimated the impact it would have for her career.
The word was used to desribed everything green in sight. The grass? brat. The can of Sprite? brat. The highlighter you’re using at work? brat! It then took on a new meaning, brat was cool. The famous tweet heard ’round the world. Only three words. From Charli herself: “kamala IS brat’
I want to emphasize, Charli XCX is from the UK, she can’t even vote here. Anywho, this turned the presidential campaign into a new competition. The campaigning became embedded into every post about “brat”. The reach for the album and the presidential election were intertwined and solidified Summer 2024 as a time to associate with brat green.
After releasing an extended version and remix album, Charli XCX continued with the theme of the original cover. She also changed every previous cover of hers to plain text and background.
Brat summer continued with a “brat” wall in New York City, brat billboards announcing the remix artists, and even a brat art installation in upstate New York. Brat opened doors for Charli XCX to change fan culture, overtake social media, and turn a negative word into a positive one.
Zane Lowe Interview, Album Covers from Spotify, Billboard article