After all, it worked for Charli XCX. On her private Instagram account, the musician revealed the mission statement she created for Brat in 2023, one year before the blockbuster album was released. The post outlined everything from the album's minimalist artwork to its marketing and release plan.

Charli xcx ran the most effective campaign of 2024. Promotion for Brat was not a traditional album campaign, but one about recognition, prestige, and respect. Two years ago, she might have been remembered primarily as the “Boom Clap” girl;

"This is Global. I will provide the momentum and tell the story in a laser focussed way. We must execute everything with power and confidence."

Martha Stewart hung out with Charli XCX this week but made a crucial mistake when she tried to share the “brat” moment on social media. The domestic doyenne, 83, posted a phot of her and the “365” singer Friday on Instagram, showing the pair looking incomparably “brat.”

In six months, the (once) underground pop singer and songwriter played her version of the fame game, sampling the highs and lows of genuine stardom.