don't be like the other girls, be a BRAT

How did a small “mistake” in branding block charli xcx’s success for OVER 15 years?

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Learn & Grow with me.

//🕙Timestamps:
0:00 Intro
3:51 Charli 1.0
5:56 Charli 2.0
8:13 factor 1
9:25 factor 2
12:55 factor 3
15:18 factor 4
17:10 factor 5
18:16 factor 6

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Sub count at upload: 3,382,244

[zoeunlimited]

What's your fav Charli XCX song?🍏

[Vivian_In_Aliceland]

I honestly didnt know that people didnt know who she was. Shes always been on my radar because she creates music that burrows into your brain.

[monabollii]

I think bebe rexha. She has been in this business as long as charli, she has written songs for major artists. And has collabed with big artists. So why isn't she blowing up?

[duranmiami]

"Rebrand" is a strong word when Charli built her brand on essentially doing exactly what she wanted to do without the interference of her label. She succeed because essentially since 2017-2018, she stopped chasing the charts and stuck to her vision.

[sabrinabrito]

To all my little girls who are thinking they must get a brand too (and become that girl)
You are not a product. Sabrina and charlie are products. You are not
Please do not fall into these capitalist discourse that you should be a brand/aesthetic
You'll just and up buying more and more stupid aesthetic things
Focus on being a good human being. You'll be admire for that. Not for being that girl"

[jeffersonhassan]

I've always wanted to see a video talking about her branding, thanks. Please do Beyonce's next and how her business ventures always seem to flop especially when people say she doesn't promote herself anymore

[stealthis]

I don't really believe the premise of this video. Charli XCX definitely had a brand, her label screwed her over. They didn't do any promotion for Vroom Vroom and Pop 2, and then got her to water down her aesthetic for the Charli album. This is not conspiracy, every single Charli XCX fan knows these facts. They were having her perform as an opener for Taylor Swift back when Pop 2 who was around, as if the two of those worlds have anything in common.

She was mismanaged. Her brand was always there, it was just thought of as financially unviable and therefore nobody took a chance on pushing it to the masses.

[veebee]

I'm so glad and happy for Charli. She's finally got her big break. She's worked hard and for a long time, so it's great.

[leavealekalone]

I always thought Charlie should have deserved better, but all that time was worth waiting if it gave us this brat project. The timing was also spot on, as we were all sick of Barbie, pink, clean girl aesthetic and influencers’ bs. Genius marketing, it worked so well and she deserves all the attention she gets.

[yeet-ljdr]

girl I think YOU just didn't know charlie xcx, she's had a lot of fans for a long time and a pretty consistent brand for years now.. this is like saying no one knew who taylor swift was before the eras tour, it's just literally factually incorrect. comes across very "I didn't know so no one else knew either" like no babe, we knew...

[momosphynx]

lowkey i can tell this video is done through an external point of view and at a heavy superficial level

[larys]

Can you make a video about how to build a brand? I'd love to watch it :) (as much as i liked this videoo)

[Bocofish]

I get where you are coming because brat has had a lot of commercial success but it is kinda funny to hear that she "finally found a band" when she was crowned the queen of hyperpop from 2017-2021

[hananetahami]

You can't believe i JUST thought to myself, "i need a Zoe video about Charli XCX" and BOOM, here it is😭👌✨️

[emmayu]

babe wake up, zoeunlimited just uploaded

[nicolaulucretia]

bro literally everyone knows about her and is either neutral about her or loves her tf
the fact that she is genuine and did not sign contracts so she could do what she wanted to in music is 😌😌😌

[friedak.]

Can you please do Billie Eilish and her several rebrands and her now new popularity. I think it would be very interesting.
Love you videos btw thanks for that!

[joh_wa]

Here's Zoe making another out of the box video which makes it even cooler ✨💗

[NEOKOVE]

I'm so sorry for bringing this up but I really think you should put all the youtubers calling you out in thier place

[howdymelidsa]

i get the point of this video, but it's not like she's ever been a NOBODY who completely fell into oblivion since Fancy, which is kind of the tone y'all use to discuss the success of brat.

yes, brat is commercially on a different level than her past work, and the branding is indeed a huge part of that, but she's been steadily gaining devoted fans over many years, especially since getting involved with PC Music. in the LGBT community she has amongst the most popular artists. she's been able to sell out shows before this, albeit they were smaller venues than MSG. but i don't think somebody has to be sweeping the charts to be considered a "famous" artist. it's kinda tonedeaf to say oh, everybody forgot about her until now.