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The Moment
The cultural phenomenon that defined 2024 is refusing to go quietly into the night. If you thought "Brat Summer" was merely a seasonal aesthetic of lime green and club-ready nihilism, the first trailer for the upcoming documentary The Moment suggests something far more complex, chaotic, and quintessentially Charli XCX.
As a critic who has watched the music industry grapple with the intersection of art and viral marketing, this first look at the Universal Pictures project is a fascinating glimpse into the mechanics of "the brand" versus the human being behind it. The trailer opens with a self-aware, almost weary Charli acknowledging the sheer exhaustion of maintaining a trend. She asks if the whole "keep having a brat summer" thing is a bit cringe; it is a bold start for a promotional piece, leaning into the very cynicism that makes her fanbase feel so connected to her.
The documentary appears to be a raw, behind-the-scenes look at the whirlwind following the release of her career-defining album. We see the pressure from labels to keep the momentum going—"brat forever"—and the irony of Amazon-financed filmmaking capturing a movement that supposedly thrived on being DIY and underground. There is a delicious tension in the footage between the corporate desire to bottle lightning and Charli’s own internal struggle with innovation. She vents in a moment of visible frustration about how desperate everyone is for her to be innovative and cool all the time.
Directorially, the film seems to capture the frantic, strobe-lit energy of the era. One of the more poignant segments of the trailer addresses the physical and mental toll of such sudden, suffocating fame. We hear voices in the background expressing concern, asking if anybody is looking out for her. It suggests The Moment will not just be a concert film or a victory lap, but a documentary that interrogates the price of becoming a meme.
However, it wouldn’t be a Charli XCX project without a healthy dose of provocation. The trailer features light-hearted clashes over lyrical content—specifically regarding "metaphorical cocaine"—and a literal baptism by fire as she is asked to step inside set pieces being ignited for the camera.
For UK filmgoers, The Moment looks to be an essential piece of pop-culture documentation. It captures that specific, fleeting point where an artist becomes larger than their music. As Charli herself notes, the strategy for survival in this industry is counter-intuitive: the second people are getting sick of you, that is when you have to go even harder. If this trailer is any indication, she is going very hard indeed.
