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Went My Own Way And I Made It
What brands and individuals can learn from Charli XCX and the success of Brat
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4 min to read
Written by:
Bruna Trze
When I hit play on Brat in my home office on June 7, 2024, I didn’t expect to be witnessing the start of a cultural moment, or the rise of a full-blown superstar. Suddenly, neon green felt endearing, and through her experimental dance-pop sound, Charli XCX captured everything gnawing at a generation in its late twenties and early thirties: the tug-of-war between chasing youth on dark dancefloors and grappling with everyday anxiety, questions about starting a family, all while trying to stay present enough to notice the beauty in the mundane.
I’ve followed Charli’s work for years, but this album hit differently. Almost overnight, the world finally got Charli. Arial Narrow, neon green, chaotic party energy— and an artist who’s been around since 2008 was suddenly selling out venues and dominating feeds. And she did it with a record that broke the rules: visually jarring, sonically radical, thematically intimate. It almost felt like she wasn’t even trying to make it – and that’s exactly why she did.
Who is Charli XCX?
Charli started releasing music at just 14, uploading tracks to MySpace and playing London raves (with her parents in tow). She hit the mainstream radar with vocals on I Love It (Icona Pop) and Fancy with Iggy Azalea, but she stayed in the background: writing hits, collaborating with big names, rarely front and center. After a short stint in the pop spotlight (Boom Clap), she leaned into hyperpop and glitch aesthetics, built a loyal niche fanbase, and embraced the fact that she wasn’t for everyone. And that’s exactly what made her interesting.
And Then Came Brat
After years as a cult favorite, Charli dropped her sixth album, Brat, in June 2024 and it instantly landed a sky-high 9.7 rating on Metacritic. But this time, the mainstream came to her. Ironically, it seemed like she wasn’t even trying: no glossy campaign, visuals that intentionally rejected polish, and a sound that didn’t chase any current trends.
Charli never looked or acted like a conventional pop star: she’s unfiltered, impulsive, subversive. Her brand wasn’t crafted in an agency, but built over time through a consistent, deeply personal narrative. So when the spotlight finally hit, the world had to catch up. Charli was a party girl long before that was cool, it’s just that now everyone suddenly wanted to party with her.
@charlixcx what it means to be a brat 🙂 #OffTheRecord
Anti-Marketing as Strategy, Authenticity as Currency
Even if you haven’t listened to Brat, you’ve probably seen its visuals: neon green backgrounds and Arial Narrow font. It’s intentionally “ugly,” quick-and-dirty looking, and that’s what makes it feel raw and honest. The visual consistency builds recognizability, while the simplicity makes it remixable. From city posters to walls painted in Brat green, the entire aesthetic screams DIY.
What powered the album—and campaign—was Charli’s clear vision. After the release, she posted a Brat manifesto, explained what being a brat means, and even shared early lyric drafts and behind-the-scenes stories. It amplified the sense of intimacy—of letting her fans in.
She shifts the spotlight to her community: reposting fans, commenting on TikToks, actively building dialogue. One standout moment? The viral dance to Apple, which she now performs live with select fans or close friends onstage. Inclusion isn’t a gimmick—it’s the point.
Brat as a Mirror of the Moment
Brat isn’t just successful because of its music or look: it also nailed the timing. After years of clean-girl aesthetics and polished pop, here comes an album that’s messy, sweaty, and loud. It celebrates emotional excess. It brings us back into our bodies—through dance, exhaustion, chaos. It’s not Insta-friendly, but it is real.
It’s the soundtrack of a generation stuck between burnout, FOMO, and the craving for genuine connection. And it’s no accident that dance-pop is resurging just as a recession looms. Think 2008—Lady Gaga, Ke$ha, LMFAO. When times get rough, people want to dance.
In a moment of global uncertainty, Brat says it’s okay if your life’s not sorted. It’s okay to feel everything. It’s okay to be messy—and that mess might even set you free.
The Takeaway
In a world saturated with brands, Charli XCX’s story is proof that authenticity is the most valuable form of capital. Fame found her only when she no longer needed it—because she spent years building her narrative and creating from a place of truth. Success didn’t have to be instant to be real. We don’t need to appeal to everyone—what matters is building real connection with those who get us.
