Welcome to the Era of Astroturf Fandom

brat summer was fake. That’s been my stance for a long while, and I’ve been encouraged recently to learn that I’m not alone in this belief - the belief that the whole Charli XCX “brat” phenomenon of 2024 was AstroTurf, a top-down media phenomenon driven fundamentally by marketing and the clicks-based media’s insatiable need for #content. There was clearly a carefully-coordinated rollout, with key pop culture websites and well-placed influencers shilling brat summer in suspiciously similar terms at the same exact time. And once the actual payola element was out there, once the PR apparatus had gotten the idea into the heads of early-middle-aged music and culture writers, those writers ran with it, in pursuit of the feeling of being out in front of a new craze and wanting to appear to be down with the kids. Someone told them brat was the new thing, they were filled with the FOMO anxiety that dictates their lives, and so they set about acting as though brat really was the new thing, faking it to make it.