Brat Summer Explained – Why It’s Taking Over
Brat Summer shows us how the summer has become the perfect time to start a cultural movement. Let's talk about it. By now, you've probably heard of the term Brat Summer, which comes from all of the marketing surrounding Charli XCX's Brat album. In 2019, we had Megan Thee Stallion's Hot Girl Summer, which was more like a summer mantra to have fun and be a party girl. However, Hot Girl Summer kind of happened by accident in a sense that Megan Thee Stallion didn't purposely set out to create a movement. It was all organic.
Last year we had Barbie Summer, which was all about embracing girlhood and girl culture, but it also had a massive marketing campaign behind it. And this year is Brat Summer, which also has been meticulously curated, yet still has a punk and anti-mainstream feel to it. There's no strict rules to Brat Summer, anyone can be a part of it. And honestly, this whole album rollout feels like a masterclass in world building. Charli's Brat campaign has created multiple fan experiences, such as exclusive DJ sets on the beach, appearances at fan-organized events, the Brat Wall in Brooklyn, and all her concerts and party girl DJ sets across various cities.
fully embodying the meaning of Bratz Summer. She also has a WhatsApp broadcast where she sends exclusive drops, links, or just alerts her fans about what party she's going to pop up at. This level of proactiveness and chances to get up close and personal with her is a stan's ultimate dream. Because Bratz Summer is so inclusive and has a distinctive colour, other brands have been able to get involved and even co-opt it. Like Flannels, who did a Bratz-inspired edit of designer pieces in the signature Bratz green. Kate Spade posted a Bratz Summer starter pack
and plant-based brand Field Roast also ran a billboard around the album's release date. It also reached politics as the UK's Green Party used the album cover template to encourage people to vote. And now Kamilah Harris' campaign is being aided by Brat Summer and is going viral on social media. The cultural impact of this album is unlike anything we have seen before, so brands and public figures need to take note if you're looking to create a cultural movement of your own. Anyways, let us know in the comments what you think about Brat and its promotional rollout.
Brat Summer Explained – Why It’s Taking Over
Brat Summer shows us how the summer has become the perfect time to start a cultural movement. Let's talk about it. By now, you've probably heard of the term Brat Summer, which comes from all of the marketing surrounding Charli XCX's Brat album. In 2019, we had Megan Thee Stallion's Hot Girl Summer, which was more like a summer mantra to have fun and be a party girl. However, Hot Girl Summer kind of happened by accident in a sense that Megan Thee Stallion didn't purposely set out to create a movement. It was all organic.
Last year we had Barbie Summer, which was all about embracing girlhood and girl culture, but it also had a massive marketing campaign behind it. And this year is Brat Summer, which also has been meticulously curated, yet still has a punk and anti-mainstream feel to it. There's no strict rules to Brat Summer, anyone can be a part of it. And honestly, this whole album rollout feels like a masterclass in world building. Charli's Brat campaign has created multiple fan experiences, such as exclusive DJ sets on the beach, appearances at fan-organized events, the Brat Wall in Brooklyn, and all her concerts and party girl DJ sets across various cities.
fully embodying the meaning of Bratz Summer. She also has a WhatsApp broadcast where she sends exclusive drops, links, or just alerts her fans about what party she's going to pop up at. This level of proactiveness and chances to get up close and personal with her is a stan's ultimate dream. Because Bratz Summer is so inclusive and has a distinctive colour, other brands have been able to get involved and even co-opt it. Like Flannels, who did a Bratz-inspired edit of designer pieces in the signature Bratz green. Kate Spade posted a Bratz Summer starter pack
and plant-based brand Field Roast also ran a billboard around the album's release date. It also reached politics as the UK's Green Party used the album cover template to encourage people to vote. And now Kamilah Harris' campaign is being aided by Brat Summer and is going viral on social media. The cultural impact of this album is unlike anything we have seen before, so brands and public figures need to take note if you're looking to create a cultural movement of your own. Anyways, let us know in the comments what you think about Brat and its promotional rollout.
The marketing channel’s reel gained over 100,000 views because it explains the Brat Summer phenomenon—currently exploding in pop culture—in an accessible and dynamic way. It blends entertainment with trend analysis, attracting both music fans and those interested in marketing. Thanks to perfect timing and strong content value, the video performs well with the algorithm and drives shares, saves, and comments. The edutainment format works great on social media, and the fact that it breaks down a hot, widely discussed topic makes it go viral.
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