Kamala Harris has breathed new life into her campaign’s digital presence by jumping on a viral trend inspired by Charli XCX‘s Brat album cover. Riding this wave, the Vice President, 59, has peppered her campaign‘s social media with playful nods to the record and revamped her TikTok and Instagram handles to “Kamala HQ.”
This fresh rebranding came hot on the heels of Charli’s tweet, “kamala IS brat,” which she posted just after President Joe Biden bowed out of the presidential race and endorsed Harris. Over the past week, Harris has fully capitalized on the “360” hitmaker’s endorsement, featuring a vibrant lime green photo in the style of the Brat album cover on her accounts.
Brat is the title of the Grammy nominee’s electrifying and critically acclaimed sixth studio album, which has sparked memes, dances, and fashion trends since its release on June 13th. The “Von Dutch” singer’s tweet about the Vice President on July 21st has since racked up 55,000 retweets, 332,000 likes, and 53.5 million views. We’ll delve into the meaning of “Brat” according to Charli, explore why the 31-year-old pop star is backing Harris, and uncover more about this viral sensation.
What 'Brat' Means, In Charli's Own Words
Charli's danceable, poignant and fresh new album dives into indulgent and rebellious themes.
The singer (real name Charlotte Emma Aitchison) has shared that her 15-track release (with a deluxe edition featuring three additional songs) was inspired by "brats" who are a bit wild, enjoy partying, and aren't afraid to occasionally say something silly.
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The record's motifs are seemingly ubiquitous these days. The cover is a striking lime green square featuring the word "brat" in a pixelated Arial font right in the center.
During an interview on the BBC's Sidetracked podcast, Charli explained that the term "brat" embodies a person who might carry "a pack of cigs and a Bic lighter" and wear a "strappy white top with no bra."
@flextillerson kamala harris edit to 360 by charli xcx. brat presidency #kamalaharris #kamala #biden #harris2024 #charli #charlixcx #brat #360 ♬ original sound - aly
On TikTok earlier this month, the British artist elaborated: "You’re just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes."
She continued: "Who feels like herself but maybe also has a breakdown. But kind of like parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat."
Inside Charli's Popularity And Support For Kamala Harris
In the UK, Charli's new album made a strong entrance, landing at number two on the UK Albums Chart with 27,234 units sold, right behind Taylor Swift's The Tortured Poets Department.
In the US, Brat debuted at number three on the Billboard 200, moving 77,000 album-equivalent units in its first week, including 40,000 pure album sales.
This milestone, according to Billboard, made it Charli's highest-charting album in the US, boasting her best first-week sales and a record-breaking 46.72 million streams.
kamala IS brat
— Charli (@charli_xcx) July 22, 2024
In a wave of TikTok madness, the "Brat Summer" trend is blowing up with thousands of posts, and the eye-popping lime green aesthetic is being embraced by countless social media creators and businesses.
Lately, as calls for 81-year-old President Biden to bow out of the race intensified due to a series of public gaffes, supporters of Harris have stepped up their game. Ever since Charli's "Kamala IS brat" tweet, they've been crafting videos that pair her speeches with tracks from Charli's latest album.
@xilqie made this so quickly but #KAMALAHARRIS #fyp #biden #coconuttree #omgpage #edits #president #brat #bratsummer #bratedit #charliexcx ♬ original sound - ꩜
One particularly popular clip features the politician, who is poised to become the Democratic Party's presidential candidate, recounting a story about her late mother Shyamala Gopalan Harris at a White House event last year.
"My mother used to - she would give us a hard time sometimes, and she would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?'" Harris said. She added: "You exist in the context of all in which you live and what came before you."
— Kamala HQ (@KamalaHQ) July 22, 2024
How The Vice President Is Capitalizing On Charli's Endorsement
Enthusiasts of Harris have begun sharing memes adorned with images of coconut trees. Kamala HQ's X (formerly known as Twitter) account has joined in, re-sharing these memes that often showcase familiar visuals or video snippets, enhanced with clever captions and occasional expletives.
Essentially, Harris is resonating with the younger electorate, who, influenced by figures like Charli, now perceive her as the quintessential "cool girl" choice, as noted by BBC News.
On July 21st, mere hours after President Biden declared his withdrawal from the 2024 presidential race and threw his support behind Vice President Harris, the campaign took steps to officially rebrand itself.
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In line with this transition, the campaign's page on X, formerly known as Biden-Harris HQ, unveiled its fresh identity. Previously, the page had embraced a playful tone, often featuring internet memes centered around President Biden.
Currently, the header image on the social media platform features the words "Kamala HQ" in the whimsical Brat-style font against a vibrant lime green background.
This underscores the significance of Charli's recent endorsement for Harris' campaign, highlighting the strategic move by Harris and her team to connect with young voters.
