brat summer is over.

A brief obituary to one of the best music marketing campaigns of all time

We had a nice run, didn’t we?

After many years of being the cult favorite,  British pop star Charli XCX finally found herself back in the mainstream once again. Not since the 2010s with collaborative hits like “Fancy” has she seen this much press and radio play. The brat album really made a bold statement that couldn’t be denied. “360” and the “Girl, so confusing” remix with Lorde took over all of our social media feeds for weeks and weeks on end, and for once, I was happy to hear the same songs over again. I have been a fan of her music for years, really peaking with the PC Music / SOPHIE stuff, and it finally felt like she could have it all this year, and she still can.

All good things must come to an end, and in corporate America, these cherished gems get dragged until they’re unrecognizable. Dropping the album during Pride Month was a swell idea, and resulted in one of the most successful promo campaigns I’ve seen. However, it was only a matter of time before the memes and the love began to become forced. Once every corporation began using the “brat” aesthetic for its advertising, it was about time to pack it in.

With Charli’s very blatant endorsement of new presidential candidate Kamala Harris, I think it’s officially time to send brat summer off into Valhalla. Aim your flaming arrow at the burial ship, with a flag now waving the name “kamala”. I really thought this meme would just die as they all do, little did I know I’d have to hear the term “kamala is brat” on MSNBC and CNN. What a shameful display. Despite being deeply influential and above it all, Charli has succumb to the curse of the pop star. That is, you can only get so popular before you become the shill your masters want you to be.

While I’d prefer Kamala Harris in office than her opponent Donald Trump, I’d rather my musical darlings stay far away from it all. Nothing about brat is inherently political, and her throwing support behind a female candidate in the name of “girl power” feels kind of lame and outdated to me. Overall, the lesson we must learn here is to never trust the British. Just kidding, there is no lesson. Or maybe there is. Nothing you love will ever truly be yours, brat summer is the friends we met along the way, and that shade of green will never be the same again. Goodbye.