Big Ideas Take Over
In 2025, people have moved on from making Pinterest boards to shouting out their dreams in big, bold letters. Charli XCX did this and shared her plans for the album “Brat” on her private Instagram a year before it dropped.
“There is no explanation for what I do. The answer is always ‘no comment,’” Charli expressed. “We must cultivate desire, chaos, and destruction. The whole album campaign is high art. But it is also crucial to understand the benefit of low art and celebrity. The coupling of the two is vital.”
Balancing high and low art was key to “Brat” winning fans’ hearts. It made the album cool and part of people’s daily lives. Though Charli didn’t stick to her “no comment” rule, and that turned out great.
People love when artists shake things up!
When Charli showed off her album cover in February, with its strange bright green background and tiny title, it got mixed reactions. Other stars like Ariana Grande, Dua Lipa, and Taylor Swift also shared covers without their faces, prompting Charli to speak out. She took to X (formerly Twitter) in March to voice her opinion: “I think the constant demand for access to women’s bodies and faces in our album artwork is misogynistic and boring.”
Her mission statement had promised bold and text-heavy designs. In an interview, she revealed saving money was a reason for going minimalist, as she thought the album might not attract many listeners.
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Charli wasn’t afraid to stir things up. “I knew that a lot of people would be sort of frustrated or disappointed by it,” she said, preferring meaningful chats over simple compliments. “It’s like I enjoy the conversation because that’s what I enjoy about music myself.”
Even with some team members not on board, she stayed true to her plan. “You need to understand my vision,” she insisted. “This is global. I will provide momentum and tell the story in a laser [focused] way. We must execute everything with power and confidence. The angels are ready and waiting. This is the moment.”
For her fans, she imagined energetic concerts with loud music and excited crowds. Her mission included launching “Brat” at a rave, which she did in a Brooklyn warehouse before officially announcing the album.
She planned to play unfinished demos, having other DJs like A.G. Cook and George Daniel join her. These DJs later remixed the songs for “Brat And It’s Completely Different But Also Still Brat.” “We will make edits. Many edits. It will be the first time anyone hears snippets of the music from Brat but no one will know what they are hearing. Eventually, these DJ sets will be referenced and looked back upon.”
As the year wraps up, let Charli’s approach inspire you. Focus on what you will achieve, like it’s already in the bag. It sure worked for her!
