brat
Even before Charli XCX dominated the summer with her acclaimed album brat, there was internal chatter about a joint arena tour with her and Troye Sivan. “I was pretty unsure how it would work, honestly,” recalls creative director Imogene Strauss, citing how unusual it is for two artists to alternate within the set list. “I was like, ‘This is going to be a challenge’ — and I think everyone felt that way.”
Ultimately, fusing two separate tours — Charli had debuted her solo brat shows during album release week at Primavera Sound in June while Sivan had embarked on his own European/U.K. headlining tour in support of his third album, Something To Give Each Other, in May — for a fall co-headlining run proved easier than expected. The Sweat tour kicked off Sept. 14 in Detroit and quickly became one of music’s hottest tickets, with sold-out dates at Madison Square Garden and Kia Forum with surprise guests including Lorde and Kesha, respectively. The trek concluded in Seattle on Oct. 23.
“It’s been an interesting morphing, shifting thing because of the scale, but also because of the collaboration element of it,” says Strauss, who has worked with Charli since 2019. Along with Jonny Kingsbury of Cour Design, the pair leaned heavily on lighting as a unifying element for the tour. “That ultimately became the thing that could tie the two shows together,” she says. Adds Kingsbury: “Traditionally with a pop artist, you would use bright key light and lots of downstage wash, but instead we light her very strobe-y, almost as if you were watching someone walk through a club in a movie throughout the entire show.”
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Another early decision the creative team made was to enlist a Steadicam operator from the music video world and to hire a focus puller, which Strauss says is “expensive and specific, but I think it’s added this cinematic level that has been so positive.” (Plus, as Kingsbury says, the concept paired well with the brat aesthetic, “with [Charli] pushing the camera man aside, spitting on the catwalk and licking it up. All of that feels very brat.”)
Fittingly, Strauss’ favorite part of Sweat showcases that creative synergy: Midway through the show, as Sivan is wrapping up “Stud” on the main stage and Charli is gearing up for “365” from the scaffolding, the screens are turned off and Charli’s iconic “bumpin’ that” line blares from the speakers. “Musically, the worlds are so well tied together, and being able to express that visually… it’s just so cool to see the worlds collide in a way that really works,” she says. Both she and Kingsbury credit music director Mitch Schneider for “expertly” putting Charli and Sivan’s music together, ultimately laying the foundation for the entire show.
“I think most people were expecting this tour to be like, Troye plays a set and then Charli plays a set,” says Strauss. “But Troye and Charli and all of us involved were like, ‘If we’re gonna do this, it’s gonna be intertwined musically, visually, everything.”
As a result, Kingsbury says a lot of the feedback he’s been hearing about the tour was how polished the show was. Both he and Strauss say many arena tours today rely on “gags” or “interstitial content” to help with costume or staging transitions, whereas Sweat was “very dialed in,” says Kingsbury. “Everyone is always trying to go bigger and more ridiculous — we went the opposite direction.”
“[This tour] doesn’t take itself too seriously — people dance like crazy,” adds Strauss. “Turning an arena into a club was the No. 1 challenge, and when the arena was literally shaking, I was like, ‘OK, success.’”
A version of this story appears in the Oct. 26, 2024, issue of Billboard.
Brat summer is now officially brat autumn! Charli XCX has been teasing her upcoming remix version of her recent album Brat, and she’s confirmed a series of new collaborators via billboards popping up around the United States. So far, Bon Iver and Tinashe billboards have been spotted by fans, indicating that the two artists will […]
Chappell Roan’s The Rise and Fall of a Midwest Princess and Charli XCX’s Brat reach new highs on Billboard’s Top Streaming Albums chart (dated Aug. 17) as the sets climb 4-3 and 10-5, respectively. Both titles also post new one-week highs in streaming-equivalent album units earned, as well their biggest streaming weeks.
Meanwhile, Morgan Wallen’s One Thing at a Time logs an eighth non-consecutive week atop the tally, and Ye (formerly Kanye West) and Ty Dolla $ign’s Vultures 2 flies in at No. 6 as the only debut in the top 10.
The 50-position Top Streaming Albums chart ranks the most-streamed albums of the week in the U.S., as compiled by Luminate. Titles are ranked by streaming equivalent album (SEA) units, where each SEA unit equals 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album. If an artist has multiple albums containing the same song, SEA units for that song are generally assigned to whichever album sells the most by traditional album sales in a given week.
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One Thing at a Time holds at No. 1 on Top Streaming Albums with 60,500 SEA units (down 3%; equaling 83.11 million on-demand official streams of the set’s songs). Taylor Swift’s The Tortured Poets Department bumps 3-2 with 57,500 units (down 3%; 75.43 million on-demand official streams of its songs); it previously spent 11 total and consecutive weeks at No. 1 (May 4-July 13-dated charts).
Roan’s The Rise and Fall of a Midwest Princess steps 4-3 with 55,000 SEA units (up 18%, equaling 72.66 million official on-demand streams of its songs), hitting a new peak. It’s the best week, by SEA units and on-demand streams, for the album. The set, which debuted on the tally dated April 27 at No. 34, has been bumping around the Nos. 4-6 positions on the chart in the last six weeks.
Roan has four songs – three from Midwest Princess – on the latest Streaming Songs chart (dated Aug. 17), and all four hit new peaks. The three Midwest tracks gaining new ground are “Hot To Go!” (22-14), “Pink Pony Club” (31-21) and “Red Wine Supernova” (43-32). Meanwhile, the non-album cut “Good Luck, Babe!” climbs 5-4.
Zach Bryan’s former Top Streaming Albums leader The Great American Bar Scene falls 2-4 with 50,000 SEA units (down 16%; equaling 65.53 million on-demand official streams of the set’s songs).
Charli XCX’s Brat bounces 10-5 with 49,500 SEA units (up 49%; equaling 65.17 million on-demand official streams of the set’s songs). It’s the best week, by SEA units and on-demand streams, for the album. The set surges following the Aug. 1 release of the “Guess” remix, featuring Billie Eilish. “Guess” was originally issued as a solo Charli XCX cut on the deluxe edition of the Brat album. Eilish was added to a new remix on Aug. 1. All versions of the song are combined for charting purposes, and contribute to the Brat album’s SEA total.
Three Brat tunes are on the Top Streaming Albums chart: “Guess,” which debuts at No. 6, “Apple,” new at No. 39 (continuing to bask in its gone-viral dance trend), and “360” (38-41).
The lone debut in the top 10 of the new Top Streaming Albums chart is Ye and Ty Dolla $ign’s Vultures 2, at No. 6 with nearly 46,000 SEA units (59.44 million on-demand official streams of the 16 songs on the streaming edition of the album).
With Brat Summer in full swing, Billboard and SheMedia are teaming up to see just how wide the reach of Charli XCX’s latest album is. In a new video posted Monday (Aug. 12), a group of teen boys answer what the term means to them. While the vast majority of participants admit that they’ve “never […]
Now that it’s officially summer, we can start calling 2024 the summer of BRAT. Charli XCX’s 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 “brat green” on social media — and that’s before you even get to the music. The record itself is a triumph of dance-pop that has not only ignited Charli’s 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.
It’s 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’s career) while becoming nearly inescapable in the cultural discourse. It also proved that Charli is a true innovator who’s much more than the “Boom Clap” and “I Love It” hits of a decade ago, or even the songwriting superstar she’s been for other artists throughout her career. All that hype and success has helped Atlantic’s vp of marketing Marisa Aron earn the title of Billboard’s Executive of the Week.
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Here, Aron discusses the marketing plan and rollout of BRAT, how Charli helped build hype for the album more than a year ago and the groundswell of support — including a gigantic record-store listening party at more than 170 stores across the country three days before the album’s release — that led into BRAT’s debut. But just as the solstice has only passed this week, there’s much more to come: as Aron puts it, “BRAT Summer has just begun.”
This week, Charli XCX’s BRAT 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?
The success of BRAT is a testament to Charli’s 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 to life.
What was the overall marketing plan for the release?
The marketing plan for BRAT is all about amplifying Charli’s 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 into the cultural zeitgeist. The plan doesn’t end with the album release; stay tuned, there is a lot more to come.
The album also sold 45,000 copies, her largest sales week ever, including 14 different vinyl variants. What was your guys’ approach to physical for this album, and how did it pay off?
The physical release plan was so much fun to put together. It was a collaborative effort between Charli; [creative director] Imogene; design team SPECIAL OFFER, Inc.; Charli’s 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.
We started the campaign ahead of the album and artwork announcement with the limited edition 360_brat vinyl, released at first only to Charli’s 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.
On Tuesday, June 4th, we unleashed BRAT into the world a little early. Thousands of Charli’s fans went to their local record stores for a first listen, three days before the official release. It was a massive undertaking — Atlantic’s biggest listening event campaign ever — with 179 stores across the country.
BRAT’s physical release wasn’t 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.
This 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?
The BRAT campaign started in February when Charli threw a legendary Boiler Room in Brooklyn with A. G. Cook, George Daniel, Finn Keane and Doss, drawing a record-breaking 40,000 RSVPs — the most in the history of Boiler Room. There were surprise appearances from Addison Rae and Julia Fox. This was the first time people got to hear a few tracks from the forthcoming album, turning it into one of the year’s most viral moments and really setting the tone for what was to come.
The 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, Yung Lean, Skream and Benga to one of the most talked about music videos of the year (“360”) and so much more. We carefully planned out the timing of it all.
The “brat green” that we all have filling our timelines right now goes back to Charli’s brilliant vision for BRAT artwork. Once the artwork was revealed fans started to recreate it themselves, which inspired us to launch the brat generator. 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 “360” was released. Terry [from the digital team] had an amazing idea of painting a huge wall “brat green” during a livestream, and thus the “brat wall” was born.
It’s been 12 years since Charli first hit the Hot 100 top 10 with her feature on Icona Pop’s “I Love It,” and 10 years since Charli’s first solo Hot 100 top 10 with “Boom Clap.” Her career feels bigger now than it’s ever been. How did you energize those day one fans and pull in new ones for the run-up to this release?
Speaking 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’t give too much away. But Charli’s early vision and authenticity has made BRAT an undeniable phenomenon which really resonated with her early fans, and then throughout the campaign brought new fans in.
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