When “Brat,” Charli XCX’s sixth studio album dropped in the summer of 2024, the internet world absolutely erupted. The “Apple” dance went viral on TikTok, fueling “brat summer,” a term that was coined in honor of XCX’s album drop in June. The album cover — bold letters spelling out “brat” on a neon green backdrop — became a major part of XCX’s branding. For many, this iconic cover became a visual shorthand, helping to solidify XCX’s identity in the music industry. This holds true for other artists as well; often, when we think of certain albums, it’s not just the music that comes to mind, but also the covers. From Nirvana’s “Nevermind,” to Amy Winehouse’s “Back to Black” cover, album imagery has always played a significant role in how music is remembered and defined by the public. 

More recently, creating a certain visual aesthetic has become an inseparable part of an artist’s rise to fame. Excelling in musicality isn’t enough anymore. Artists are pressured to market themselves in a specific way to achieve stardom and gain traction online — and this is where album variant culture comes into play. Although releasing multiple album versions is not exactly a new trend, it has been elevated into a craze that promotes extreme consumerism. Within these different versions, artists might include different photos, limited edition content, and exclusive tracks. Taylor Swift’s “The Tortured Poets Department” has a massive number of album variants with 36 total versions. Olivia Rodrigo released four different vinyls for her album “Guts.” K-pop group BTS is set to release 16 album versions for their upcoming album “Arirang.” 

The point is, creating a distinct visual identity to be seen as “different” is a crucial part of generating hype, especially in an era of streaming and obsession over digital charts. Since physical sales have decreased rapidly in light of streaming platforms, it’s more important now than ever for artists to create new incentives to stand out in an oversaturated digital market. “Brat summer” pushed XCX into the peak of her career, and it wasn’t because she drastically improved the quality of her music or tried something radically different. Ultimately, it was the combination of appealing, trendy pop tunes and an unforgettable aesthetic.