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In 2011, Atlanta rapper Future released his song ‘Tony Montana,’ a unique track featuring his signature slurred, melodic delivery. This song, followed closely by ‘Turn On The Lights’ and Migos’ ‘Versace,’ would go on to be very influential in the early development of ‘mumble rap,’ a subgenre within the Hip-Hop category catalyzed by the popularity of the emerging streaming platform SoundCloud. Mumble rap, a term coined by Wiz Khalifa during a 2015 interview on Hot 97’s Ebro in The Morning Show, would become known for its vibe and flow-oriented focus, creating friction and debate among older, lyrically-focused contributors in the space. The movement culminated in the infamous 2016 XXL Freshman Cypher, which featured breakout stars like Lil Yachty, 21 Savage, Lil Uzi Vert, Kodak Black, and Denzel Curry, who each were able to leverage their controversial debut and go mainstream, leaving their own unique marks on the industry.

The cultural roots of this genre can be traced back to underground collective RVIDXR KLVN and artists from the 2010 ‘swag era’ like Lil B, also known as the BasedGod. SpaceGhostPurrp’s RVIDXR KLVN, which drew heavy influence from the 1990 Memphis group Three 6 Mafia, played a crucial role in shaping rappers’ gritty, anti-mainstream attitude on the platform. RVIDXR KLVN’s impact extended far beyond its sound, becoming more of a cultural identity as the group shared its dark, ominous aesthetic with members of Odd Future in Los Angeles, and A$AP Mob in Harlem, at one point even inviting A$AP Rocky and A$AP Yams to participate in a séance led by SmokeGhostPurrp himself. Lil B would contribute care-free, uplifting messaging through his light and airy beats (later called Cloud Rap). Despite being critiqued for his off-kilter style, Lil B’s rebellious attitude fell in line with the outlook of the new generation and became relatable among this emerging community. In its earlier stages, SoundCloud rap was characterized by independent, anti-mainstream artists who were primarily focused on developing unique sounds—not images.

As the movement gained momentum, its leading figures were tasked with bridging the gap between the underground and the mainstream, particularly as they began topping charts. Some great examples here include Post Malone’s ‘White Iverson,’ Playboi Carti’s with ‘Fetty,’ MadeinTyo’s ‘Uber Everywhere,’ Lil Uzi’s mixtape Luv is Rage… and the list goes on. As these once-contentious artists began to take off, the platform became increasingly oversaturated. The space saw the rise of ‘industry plants’ and social media antics, cherry-picking the most shocking and buzz-worthy stereotypes of musicians in the genre—namely face tats, over-the-top chains, insane monogrammed outfits, and exotic cars—to the end of gaining internet clout. Artists like 6ix9ine and Lil Pump are often condemned for this, namely in J. Cole’s ‘1985,’ where he questions the new generation’s carefree and non-lyrical approach, which he saw as symptomatic of a broader cultural decline.

This criticism did not go without response. Artists like Denzel Curry and Ugly God offered different perspectives: In a 2017 interview on All Def Music’s Ham Radio Show, Curry defended experimentation within the younger generation and amongst his fellow 2016 XXL Freshman Class, noting that stylistic development is crucial for the evolution of Hip-Hop, and arguing that pushing boundaries, even if controversial, allows the genre to grow and adapt to new audiences. Ugly God, another influential figure in the SoundCloud scene, expressed similar sentiments in a conversation with HipHopDX, calling the term ‘disrespectful,’ and explaining that the critics of these young artists were often secretly fans, waiting eagerly to comment on their next release. Ultimately, these SoundCloud imposters weakened the platform's reputation as artists relied more on shock value and online personas than musical progression, making it harder for true innovators to stand out.

The decline of this era became inevitable as clout-chasing and online personas overshadowed musical creativity. The tragic deaths of Lil Peep and XXXTentacion further marked the end of the platform's golden era, with Juice WRLD briefly reviving its spirit through his emo-rap sound before his own untimely passing in 2019. His death left a void in the music world, signaling the decline of SoundCloud as a hub for emerging talent. As platforms like TikTok rose to prominence, ‘TikTok rappers’ replaced the once-dominant ‘SoundCloud rapper’ title. Despite this, the legacy of mumble rap and its SoundCloud roots lives on, having reshaped the sound of modern Hip-Hop and opened the door for new generations of underground artists. But with the genre constantly evolving and critics still debating its artistic value, one question remains: What will be the next movement to define Hip-Hop’s future, and how will it respond to the boundaries already pushed by its predecessors?

On June 7th, English recording artist and songstress Charli XCX debuted her sixth studio album, brat, featuring 15 tracks and roughly 42 minutes of messy, girly, grungy-electropop beats. The album quickly became the cultural zeitgeist of the summer, giving rise to the ‘brat summer’ trend—defined by a distinctive party-girl aesthetic and a bold, carefree mindset. Charli described the essence of brat as someone who’s “a bit messy and loves to party and maybe says dumb things sometimes [...] she’s honest, blunt and a little bit volatile.” Brat personified resonated deeply with Millenial and Gen-Z audiences, propelling the album to viral status overnight.

Just one month after its release, Vogue Business reported brat’s media impact value (MIV) to be upwards of $22.5 million. This explosive momentum sparked a flurry of fan-made TikToks, Instagram memes, and an organic buzz that spread like wildfire. The trend caught on with celebrities, fashion labels, and even brand names as unconventional as Field Roast, a vegan-friendly sausage company, and Poo-Pourri, which humorously rebranded brat to shat. The phenomenon even crossed into politics when Vice President Kamala Harris subtly acknowledged the trend on her official campaign Twitter, generating an additional $15.9 million in MIV overnight. American politics are now brat. But how is it possible that some single-color, low-fidelity brat memes and internet nonsense managed to dictate the entire vibe of summer 2024?

The answer lies in the genius of the album's marketing and visual appeal. The simplicity of brat’s cover art—a pixelated Arial font against a slime-drenched background—made it highly replicable and adaptable to various contexts. Suddenly, everything is brat, sort of how last year everything pink was suddenly Barbiecore. For example, a matcha latte, which has been green since the inception of matcha lattes, is now brat. And, the subtly pixelated font is a teeny tiny bow to pre-existing meme culture, creating a niche, inside joke with internet-savvy listeners. This unique composition created an authentic product that resonates deeply with Gen-Z and Millennial audiences for whom connection and authenticity are paramount. Brat is now more than just an aesthetic; it’s also an attitude.

Beyond its visual appeal, the project’s low-cost-high-impact guerrilla marketing tactics played a crucial role in its success and mainstream adoption. The brat wall erected in Greenpoint, New York—a massive green wall updated with cryptic little messages about the album–is a great example. The wall created immediate buzz online, encouraging fans to contribute their thoughts and spread the word. It gave fans something to engage with: “Someone sh*t on the brat wall,” one fan wrote after the wall was littered with brown graffiti. By facilitating a community-driven conversation rather than manufacturing one, the campaign felt more genuine and engaging, allowing fans to take ownership of the trend. 

Ultimately, the brat campaign is a great example of how to create a viral cultural moment because it blends aesthetic appeal, cultural relevance, and strategic marketing to create a consumer persona that fans can adopt and start to make their own. The campaign's success hinged on its ability to tap into netizens’ desire for genuineness and rawness, allowing brat to permeate various aspects of pop culture, from fashion to politics, cementing its place as the defining trend of the summer using repeated, distinctive assets, shared values, and collaboration. 

The success of brat offers three key takeaways for young marketers and creatives. First, less can be more—simplicity can be powerful when it’s meaningful. Second, it’s crucial to stand for something bigger—a campaign is most impactful when it resonates with core values, even if the values are a love for partying and smudged eyeliner. Lastly, be sure to start the conversation then let it roll—let your audience engage with your work organically and authentically. Don’t smother your audience.