🎤 Charli XCX: Why Raw Authenticity Made 2024 Her Breakout Year
A Year of Accolades
2024 was the year Charli XCX became a household name. Her album “BRAT” spawned several hit singles and earned her seven Grammy nominations.
What’s even more impressive is that “BRAT” defined a cultural movement. People began to reference “Brat summer” or describe themselves as “Brat,” including Kamala Harris on the campaign trail. Collins Dictionary chose “Brat” as their word of the year, defining it as a “confident, independent, and hedonistic attitude.”
Charli had her “Apple” dance go viral on TikTok. She performed on Saturday Night Live. She collaborated with artists like Billie Eilish, Ariana Grande, and Addison Rae. She’s already working with brands like Valentino, SKIMS, and Converse. The Wall Street Journal even described Charli XCX as a key part of H&M’s “Comeback Plan.”
The Most Authentic Pop Star
In a crowded music industry, Charli stands out by basically being the embodiment of raw authenticity.
In a media landscape often dominated by polished, curated personas, Charli stands out as unapologetically messy, bold, and real. She’s someone who uses pretty explicit language to talk about partying in her music, reflecting a counter-cultural contrast when compared to someone like Taylor Swift.
Charli is not only tapping into the zeitgeist — she’s helping define the zeitgeist. She embodies a new kind of star who thrives on vulnerability and imperfection. And this resonates because it’s part of a broader cultural movement.
Why Modern Culture Wants Authenticity
In a world where everything seems fake, no institutions appear trustworthy, and people are living with record levels of anxiety, we are all craving real connections.
People, brands, or entertainers who demonstrate authenticity can build stronger parasocial relationships with audiences who are truly yearning for authenticity.
Part of the reason why TikTok is more deeply embedded in culture than Instagram today is because TikTok rewards authenticity and unpolished content. TikTok is inherently a rejection of the glossy Instagram aesthetic and everything it symbolizes, which has been shoved down our throats for years.
It’s this same flavor of authenticity that helped fuel Alex Cooper’s success with Call Her Daddy, a podcast that stood out for being unapologetically honest to a female audience.
Charli symbolizes the raw authenticity of our era and the desire for consumers to feel like the people, brands, and musicians they are speaking to are actually being authentic.
That’s why Charli’s ascent in 2024 has captured the mood of popular culture better than any other musician. And regardless of wherever her career goes, the desire for raw authenticity in media and content is something we’ll keep searching for in 2025.
