“This has been the total opposite of an overnight success story” — Charli XCX has revealed the reason behind the Brat cover and lets fans in on some behind-the-scenes fun. The superstar said the album was special because she did it without the constraints of any genre. Charli used to question, “Am I a left-field underground artist, or am I supposed to be a pop star?”.
“I’ve done the I’m trying to be commercial thing,” she told Zane Lowe. “It’s been very rewarding that I’ve really truly been myself.” In the interview with Lowe from Apple Music, the young musician explained what the Brat album means to her, how she reached this point, and what she plans to do next.
Surprisingly, Charli has a great love for marketing and thinks the music industry often gets it wrong, so this was a crucial part of her new album. “People are obsessed over the way you presented this music they say you claimed a colour,” says Lowe. “You have re-instilled this confidence that marketing is creative.
” Charli outlined some of the tactics she thinks work. “I don’t think the music industry is really as knowledgeable as it should be,” the pop star says. “You kind of have to starve the audience like drip feed the tap to get the viewer into this feverish state where they actually want more.
” “You want there to be this rubber band of desire.” During the Brat album release, Charli and her team made unconventional decisions that took off like wildfire. Charli said.
