In today’s fast-paced digital world, social media feeds are being crammed full, and attention spans are shrinking. To cut through the noise, some artists have ditched the status quo for promoting music in favor of bolder, more eye-catching campaigns.
Within the past year, pop singer Charli XCX has become known for creating buzz around her music through unconventional methods. Her 2024 album, “BRAT,” debuted at number three on the Billboard 200.
The electropop album caught the attention of listeners around the world, including freshman Taylor Giberson of Ocean Township.
“‘BRAT’ was everywhere–on the radio, all over TikTok,” Giberson said. “It was brought up every time someone saw anything neon green. Last summer, you could not escape ‘BRAT.’”
However, as it died down, the singer devised a new strategy to stay trendy. On popular music streaming platforms, like Apple Music and Spotify, the album cover appeared to be “rotting.” Currently, a rusty brown color covers part of the bright green, and the name is crossed out.
Within days, it was all over social media. People speculated about what the change means and what it foreshadows.
Some, inspired by the hit “BRAT” single, “Apple,” believe the rotting is symbolic of an apple rotting, signaling a new era for the singer.
“I checked it out myself,” Giberson said. “There are so many theories out there now. It definitely revived some of the original hype.”
With “BRAT” back in the spotlight, fans are wondering where XCX will take her success next.
While unusual promotion tactics can help the artist maintain long-term publicity, they aren’t always successful. Sophomore Amalia Foster of Fair Haven believes that Chappell Roan’s newest single, “The Giver,” did not get the job done in this aspect.
“No one really listens to ‘The Giver’ anymore,” Foster said. “The song was more popular when people were anticipating its release, not so much after it came out.”
In the weeks before the single was released, billboards with suggestive innuendos began popping up across the United States in big cities such as New York, Los Angeles and Nashville. They directed fans to call 620-HOT-TO-GO, leading them to a snippet of the song.
While “The Giver” peaked at number five on the Billboard Hot 100, it dropped from the top 10 by the next week.
“It felt like the promo was bolder than the song,” Giberson said. “People lost interest once everyone realized it was just another pop-country song.”
Despite today’s need to stand out when promoting music, many listeners believe the music needs to match the momentum created by the marketing. If it doesn’t, public interest may fade quickly, leaving the campaign more memorable than the song.
While it might be the attention-grabbing techniques that start the conversation, it’s often the music that keeps it going.
