20 Aug Viral Content Explained: Is Brat Dead?
CHARLI XCX’s MARKETING MACHINE
When British artist Charli XCX released her sixth album, Brat, on July 7th, only she knew the impact it would have and her marketing was, to say the least, on point. The style was simple, recognisable, and perhaps most importantly: easy to replicate. There was a “brat generator” ready, her music video featured the trendiest women dancing, and she promoted her album with Boiler Room sets in NYC and Ibiza.
In no time, the album—and the term brat summer coined by the artist herself—went viral. Charli XCX and her team had meticulously planned everything in advance. They also cleverly timed their move with a sociological trend that had been bubbling under the surface among the younger generation for some time.
BRAT SUMMER: CIGARETTES & SMUDGED MAKEUP
But first, what exactly is brat summer? Charli XCX describes it as: “If you find yourself with a cigarette, makeup smudged but still effortlessly chic, dancing away the sting of the day’s mistakes and unstable relationships, you may be having a brat summer.” The trend represents a carefree, rebellious, and edgy aesthetic and lifestyle. In short, brat summer is about enjoying the moment, hedonism, being a bit rebellious, and having fun with a unique and daring personal style. The goal is ultimate freedom and self-empowerment for young women.
PICTURE PERFECT >> AUTHENTICITY
This trend is a far cry from the perfect Barbie image that dominated last year. However, brat summer fits seamlessly with the trend that has been growing online for some time. Feeds are becoming more authentic, more raw. Less picture perfect. Additionally, Gen Z places a high value on personal freedom. They dress, dance, and do what they want, without paying too much attention to the norms and values that govern their parents. Gen Z is far more tolerant and open-minded, but also much more critical of the expected norms.
A TREND THAT REACHES THE MAINSTREAM
However, when a rebellious trend goes mainstream, there’s a risk that it loses its coolness. When Kamala Harris was announced as a presidential candidate, Charli XCX tweeted: “Kamala IS brat.” Kamala’s marketing team then embraced the nickname and revamped her X (formerly Twitter) profile in the visual style of brat. Soon, brat summer was all over the news in the US, and the term was increasingly claimed by the mainstream.
IS BRAT DEAD?
Following this, various (online) platforms declared that Brat Summer was dead. When the mainstream adopts a term, Gen Z no longer finds it cool. However, the ethos of brat still lives on among the target audience. Their free-spirited nature and independence don’t need a name. The green colour may slowly fade from the streets, but the mindset will linger for some time to come.