Charli XCX has made 2024 her year, with her album Brat sparking a cultural wildfire that’s far more than just a hit record. The British singer-songwriter’s latest release, which dropped last June, has created a massive, far-reaching cultural phenomenon—affectionately dubbed “Brat Summer”—that continues to grow as we head into 2025. Although Brat may not have birthed one singular breakout hit, its influence is undeniable, as memes, catchphrases, and “Night of 1,000 Charlis” events have flooded social media, and even Democratic presidential candidate Kamala Harris incorporated Charli’s tweet “Kamala is brat” into her campaign messaging.
Charli’s approach to music in 2024 has blurred the lines between art and marketing. Brat is a unique mix of a concept album and a masterclass in social-media engagement. This blend has catapulted Charli into the spotlight, and for her innovative ability to juggle artistry, marketing, and a constantly evolving public persona, Charli XCX is Variety‘s Hitmaker of the Year.
Charli’s unrelenting vision is a key part of her success, according to close friend and Grammy-winning producer Jack Antonoff. “There’s no part of her that’s gonna pander in any direction, and she’s always been like that,” he explains. This fierce independence has helped Charli XCX craft an identity that extends far beyond her music. The modern superstar knows that in today’s entertainment landscape, music is only one part of a larger cultural picture. With a calculated blend of music, fashion, memes, and social media presence, Charli has mastered how to remain relevant and irresistible to fans, creating a brand that’s as much about attitude as it is about sound.
From her viral appearances on Saturday Night Live to her surprise pop-up concerts, Charli has kept fans on their toes. On November 16, she stole the show on SNL, performing two songs from Brat and appearing in multiple skits. Just days later, she took over Times Square with an H&M-sponsored concert, and soon after, she was announced as a major performer at Coachella 2025. The omnipresent shade of green that represents Brat has become symbolic of Charli’s unique influence—on billboards, clothing, and even casual street fashion. The music itself is merely the gateway, fueling her much larger cultural machine.
“I make time for the things I love,” Charli says, acknowledging the toll that constant work has taken on her. “2024 has not been a very restful year, for sure.”
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For more than a decade, Charli has been an innovative force in pop music, combining her melodic instincts with experimental production. After breaking onto the scene with I Love It in 2012, Charli XCX has never played it safe. She pushed musical boundaries with hyper-pop and has remained an artist who craves constant reinvention. With Brat, Charli embraced the art of combining marketing and music before the actual music was even created, drafting what she calls the “Brat Manifesto” as a guide for the album’s vision.
The term “brat” defies a hard definition, but Charli explains it as an attitude—a vibe that’s equal parts rebellious and vulnerable. “Why are people brats? Sometimes it’s because they’re overcompensating for insecurity,” she explains. This duality of confidence and self-doubt permeates the album’s lyrics, which are more personal and introspective than her previous work. Themes of body image, self-worth, and uncertainty about the future are woven throughout Brat, adding a layer of authenticity that resonates deeply with listeners.
Even in her collaborations, Charli isn’t afraid to reinvent her music. Her remix album, Brat and It’s Completely Different but Also Still Brat, deconstructs her original tracks and brings in A-list collaborators like Lorde, Billie Eilish, and Ariana Grande. These partnerships add new layers to her already complex music, with Lorde’s personal verse on “Girl, So Confusing” providing a public resolution to their past tensions.
Looking ahead, Charli’s career is about to enter a new chapter. She is set to explore acting with roles in three upcoming indie films and a guest appearance in Benito Skinner’s comedy series Overcompensating. Despite her rise in prominence, Charli remains humble about the changes in her life and career, expressing ambivalence about whether or not she wants to become a major star. “I’m kind of at this crossroads, where obviously my music has reached this new level of success,” she says. “But sometimes I love it, and sometimes I don’t.”
One thing is clear: Charli XCX is far from finished. Whether she’s creating groundbreaking music, redefining pop culture, or pushing boundaries in acting, Charli’s influence shows no sign of slowing down.
