Positioning Masterclass (PART 2 of 3)

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See it in action

This is Part 2 of our 3-part masterclass on positioning in music. Last week, in part 1 we covered the expensive lane and danger positioning. This week: underground trendsetting, futurism, and what happens when positioning goes catastrophically wrong.

Last week, we explored how artists like Ariana Grande and Sabrina Carpenter position themselves through expensive branding, while Lana Del Rey and Ethel Cain use danger as their primary tool. This week, we're diving into artists who position themselves as underground tastemakers and futurists, then examining the cautionary tales of positioning failures that cost millions.

Charli XCX: The Underground Trendsetter

For those of you who criticized Charli XCX for her "Brat" cover, thought it was a troll, thought it was lazy—look at what's happened to it now. This cover is bold. The green is garish. The font is out of focus. The whole image is jarring, especially because we're not used to seeing pop covers without the artist's face front and center.

@popsamcam

A lot of you had plenty to say about the Charli XCX - Brat cover but it’s hard to deny now how iconic it is #charlixcx #albumcover #charlixcxbrat

She did the Brat Wall in Williamsburg and performed a pop-up concert in front of it. Then she performed at Primavera Sound with a huge backdrop that she pulled down during "Welcome to My Island." This cover is going to etch itself in the history of pop music. It's the perfect choice of color and title. Everybody's going to want this on a shirt. Everybody's going to want the vinyl and 18 months later people won’t shut up about it.

How Charli Found Her Lane

Charli has gone to a lot of places. She started off doing "Boom Clap," the "Fancy" video with Iggy Azalea, being very generic pop without much identity.

When she figured out she was more hip than the rest, she started working with Sophie and A.G. Cook, two of the most forward-thinking producers, making forward-thinking pop. Then her label convinced her to make a throwback classic pop record with all the right TikTok lines, and she was very not into it.

With "brat," she said fuck it. She knows where her position is. Her initial hit with Icona Pop, "I Love It," was one of the most raw, punk, chaotic attitude songs the pop charts have seen. I often say it's the punkest song to ever be on the radio in the last 30 years.

Positioning Through Clout Bombs

In the "360" video, she assembles the IT internet girls. Rachel Sennott, the coolest underground actress after "Bottoms" Chloe Cherry from "Euphoria." Gabriette, Matty Healy's girlfriend (and badass creator herself). Julia Fox, of "Uncut Gems" fame. Both Gabriette and Julia Fox are mentioned in the lyrics.

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