Charli XCX could not have planned it better if she tried. After more than 15 years of writing and producing hit songs, the “360” singer was so convinced that fans were not going to like her Brat album that she purposely pinched pennies on the now-iconic cover art in order to shift funds to photo shoots and other promotional efforts.
“Where the actual first idea of doing a text cover came from was to save money,” Charli told Apple Music’s Zane Lowe by way of explaining how the lime green blurry imagery came to be. “I was like, ‘This album is not going to appeal to a lot of people.’” Thinking it didn’t make sense to do an elaborate cover shoot, but instead maybe spend money elsewhere, Charli decided to make the cover as basic as possible, never thinking it would become so influential that fashion houses would cop the color and style for their collections.
“I was like, ‘I think I will do a press shoot and then maybe we just save on the album cover,’” she told Lowe, noting that her manager, creative director and friends all though the lower case cover text was “the stupidest idea ever,” begging her “no! Not the text cover!” Charli being Charli, that only made her more adamant about seeing her vision through, which began with her mocking up the idea on her phone.
“This actually is really good. It actually feels like it very much embodies the word ‘brat’ to kind of not be there because that is sort of less of the norm, I suppose, for female artists,” she said. “That felt punchy. The pixilation makes it looks like it’s kind of been done in this rush… you didn’t get the proper hi-res file… I knew it would generate this conversation. I knew that a lot of people would be sort of frustrated or disappointed by it. And I think for me, it’s like I would rather have those conversations, which actually in some cases became quite explosive, than a picture where people are like, ‘She looks good.’”
As for the shade, Charli said she and her team went round-and-round on the proper tint, wanting to go for the one that the most people in her inner circle had “the most adverse reaction to.” For the record, manager Brandon Creed weighed in with, “this is really hard to look at,” which made Charli think that she’d definitely nailed the “perfect” shade.
When Lowe described how “obsessed” people have become with the brat visual aesthetic, to the point that some have said she “claimed a color,” the singer laughed. Charli said she was at home when she came up with the concept, thinking that she’d been pictured on the covers of all her albums up to that point — except for her 2016 EP Vroom Vroom. “Actually it kind of punctuates the pattering in quite a nice way, but also, like, handy because it’s going to be a lower spend,” she said. Plus, she’s really enjoyed watching her fans writing think pieces about the cover and the marketing of the project.
The left-field idea has clearly worked, as Charli’s album spawned “Brat Summer,” as well as catching the eye of presidential hopeful Vice President Kamala Harris, who also copped the aesthetic for her social media feeds after the singer proclaimed “kamala IS brat.” She will double-down on success on the upcoming Brat and It’s Completely Different but Also Still Brat (Oct. 11) which features remixes with Robyn, Yung Lean, Ariana Grande, Troye Sivan, Lorde, Tinashe, Billie Eilish and many more.
Check out Charli’s Lowe interview below.
