Charli XCX's 'BRAT' became the biggest album of her career. Here's how pop star scored a No. 3 debut according to Atlantic Records' Marisa Aron.
’s sixth studio album, released June 7 on Atlantic Records, has taken the internet, and dance floors, by storm, spawning memes, jokes and posts galore, all colored the fluorescent “brat green” on social media — and that’s before you even get to the music. The record itself is a triumph of dance-pop that has not only ignited Charli’s legions of fans but brought her the biggest debut week of her career, having moved 82,000 equivalent album units in the United States to debut at No.
The album also sold 45,000 copies, her largest sales week ever, including 14 different vinyl variants. What was your guys’ approach to physical for this album, and how did it pay off? We started the campaign ahead of the album and artwork announcement with the limited edition 360_brat vinyl, released at first only to Charli’s followers on her private Instagram. This moment helped set the tone for the rest of the campaign. When the official album pre-order went live, we partnered with major retailers like Target and Urban Outfitters, as well as local record stores, Blood Records and more to create exclusive variants that gave fans more options to choose from.
The approach was about creating really memorable moments both online and in real life, from surprise DJ sets, exclusive Club Angel events, single reworks with Addison Rae,to one of the most talked about music videos of the year and so much more. We carefully planned out the timing of it all.
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