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C,xoxo kinda flopped. What went wrong? What happened to Camila Cabello’s Rebirth? Camila Cabello's C,xoxo album/era was supposed to be a rebirth of some sort for her career, something to bring new light and excitement to her maybe dying but definitely stagnant and non-evolving career. But it failed to do so. In fact, it barely managed to surpass her past musical offerings in terms of commercial success. It’s her only album to miss the top 10 on the Billboard 200 charts, peaking at number 13, and units barely sold more than her previous album *Familia*, which failed to make any significant impact, selling 36,500 copies compared to *Familia*’s 27,500 It barely had any mainstream chart success, with its lead single “I Luv It” reaching 81, and its follow-up single “He Knows” featuring Lil Nas X failing to chart. The only song that kind of did well was the Drake-assisted song “Hot Uptown,” reaching its highest peak at 62, making this her only album to not produce a top 40 hit song. But the thing is, it had all the ingredients and opportunities to succeed, with great performances at Glastonbury, an actually good marketing campaign, genuine interest from social media, good celebrity endorsements, good music videos, and most importantly, good music. It was an actually solid body of work that saw Camila challenge herself and evolve artistically. On top of that, she moved to a new label, so she should have been given more attention, right? So what happened? What went wrong? Because from all my research, if they're not already a Camila hater, everyone who heard the album agreed that it was far better than what they expected from her. Why did C,xoxo fail to connect with fans, and what can Camila do to make sure her next album actually resonates with fans—at least fully resonates? Let's find out. New Label, New Problems Camila, for this album, moved from her original record label Epic, owned by Sony, to Geffen & Interscope, owned by Universal Music. My theory is that this album was a testing ground to see what they could do with Camila and how she could possibly fit into their roster of superstar artists. So to me, this was kind of like a trial run, a priming stage for Camila’s rebrand. Obviously, Camila is an established artist, but she is no match for the big leagues, and Universal Music has all the big league artists: Taylor Swift, Ariana Grande, Post Malone, Drake, The Weeknd, Nicki Minaj, massive superstars. So yeah, my guess is this is just a trial for what’s to come. Because believe it or not, I think Camila has the chance to really go far, but she needs to be strategic with her moves, and this gives her the opportunity to slowly evolve into the artist she wants to be. This explains and kind of satisfies my craving for why the promotion basically was cut short after the album came out. Lackluster Promotion The promotion for this album was actually quite good in the weeks and days leading up to the album. She had many interviews, a really good performance at Glastonbury, and a lot of people were really impressed with it. Oh, and not to forget, she also joined Lana Del Rey on the Coachella stage, which was all great. But then, literally the second week after the album was released, I heard nothing—no more promo, no more performances, just radio silence. But I think my earlier point will clarify how I feel about this already. I think this album is just a primer for what is to come later. Maybe a deluxe version is on the way. That was a rumor that was circulating at some point. She is also performing at the VMAs, so maybe the era will pick up from there. Sounds Inauthentic HYPERPOP This was the first pressing issue I saw affecting the success of the album in that even before people heard the album, they had already convinced themselves that Camila was ripping off Charli XCX’s sound, so people didn’t even give it a chance. Brat Summer Overshadowed When the lead single was released, so many people thought that she was ripping off Charli XCX. (“It’s a pretty blatant Charli XCX ripoff, IMO, only Camila does it worse.”) And it doesn’t really help that only a few days after Brat was released, C,xoxo was also released, and there were even videos circulating on Twitter that Camila was copying Charli XCX so much that she was even trying to use the same places that Charli was using to market her Brat album for her C,xoxo album. But this is so stupid because there’s only a limited number of places people are allowed to post pictures and promos. Certified Drake Haters One of the biggest things that I saw really hurt her based on my research was her having Drake on her album—not one, but two songs, one of which she’s not even credited on—and because of that, many people were not willing to give it a chance. A lot of people hate Drake.