Charli XCX Film Masterfully Manages Her Brand Image

Riley Calderon

Published: January 25, 2026 11:27 PM ET

In the entertainment landscape, Charli XCX stands out not just for her music but also for her compelling brand image. The recent film, The Moment, explores the intricacies of her public persona while blending elements of a concert documentary and a mockumentary. However, it struggles to establish a clear identity, resulting in a narrative focused on brand management.

Key Elements of The Moment

Directed by Aidan Zamiri, The Moment showcases Charli XCX amid the chaos surrounding the successful launch of her 2024 album, Brat. The film opens with a montage of news reports highlighting “Brat Summer,” a significant cultural event tied to her album’s release.

Plot Overview

The film follows Charli as she prepares for her latest tour.
It portrays her dealing with sponsorships and media obligations.
The narrative includes interactions with various industry figures, exemplifying the pressures of celebrity life.

While the story is grounded in reality, it attempts to inject humor reminiscent of classics like This Is Spinal Tap. However, it ultimately falters in blending these tones effectively.

Creative Tensions

A central theme in The Moment is the conflict between Charli and her record label. They wish to prolong the hype surrounding her album and have partnered with Amazon to produce a concert documentary. This collaboration introduces a character, Johannes Godwin, played by Alexander Skarsgård, whose pretentiousness adds a satirical layer yet detracts from the film’s authenticity.

Tonal Discrepancies

As the film progresses, it becomes apparent that it grapples with its intended tone. While aiming for a satirical and entertaining narrative, it often reverts to a more traditional documentary style. Charli’s portrayal as a confused and stressed artist doesn’t fully engage the audience.

Character Interactions

The interactions with supporting characters serve as comedic relief but also deepen the sense of disconnection. Among those featured are:

Kylie Jenner, who provides a brief moment of comedy during a vulnerable interaction.
Charli’s manager and an intense record label chief, both of whom amplify the chaotic environment surrounding her.

Despite these promising moments, the film tends to highlight the absurdity of its surrounding characters rather than offer an introspective look at Charli herself.

Conclusion

In essence, The Moment represents a missed opportunity. While it strives to reflect Charli XCX’s savvy brand image, it often falls short of providing a cohesive narrative experience. The intention of creating a parody of celebrity culture is evident, but the film’s execution leaves much to be desired. Ultimately, it serves as a reminder of the complexities inherent in managing a public persona amidst the pressures of the music industry.