Charli XCX has introduced a new B-side to her “Rock Music” era, available exclusively through Instagram and the vinyl release of the single. The British pop star announced the track, titled “I Keep On Thinking Bout You Every Single Day and Night,” on her secondary Instagram account, b.sides, on May 13, 2026. Accompanying the announcement was a short video filmed in Kyoto, Japan, directed by Aidan Zamiri of The Moment. In her caption, Charli shared that she spent six weeks in Kyoto creating a visual piece for the song and encouraged fans to “rip the audio if you want it xx,” highlighting her intentionally low-tech distribution method.
The track is not available on any mainstream streaming service; it can only be streamed within the Instagram post. Additionally, the audio is included on a limited-edition 7-inch vinyl of “Rock Music,” released by Atlantic Records. By restricting access to the song, Charli taps into the nostalgic “secret single” model that was prevalent during the CD era, while also promoting physical sales. The vinyl, which features the A-side “Rock Music” alongside the new B-side, is already available through the label’s online store and select record shop partners.
This unconventional release strategy reflects Charli’s reputation for embracing internet culture and DIY aesthetics. Her invitation to “rip” the audio evokes early-2000s file-sharing practices, a gesture that feels both retro and subversive in today’s streaming-dominated market. Industry observers note that this move aligns with a broader trend among artists to create scarcity and exclusive content that encourages fans to invest in tangible merchandise. Charli’s focus on physical formats is further supported by her recent chart performance; her sixth studio album, BRAT, debuted at number one on the Billboard Vinyl Albums chart, indicating a sustained appetite for vinyl among her fan base. The “Rock Music” single, along with its accompanying B-side, aims to build on that momentum.
Atlantic Records’ marketing team has emphasized the release as a way to “reward dedicated fans” while reinforcing the label’s commitment to physical media. The Kyoto video, though brief, adds a visual dimension to the song’s intimate lyrics. Director Aidan Zamiri captures street scenes and temple backdrops that enhance the track’s yearning tone. While the clip is currently viewable only on Instagram, it has already received thousands of likes and comments from users across Europe, North America, and Africa, indicating a broad and engaged audience.
By pairing a digital-only Instagram stream with an exclusive vinyl product, Charli XCX underscores a hybrid approach to music distribution that leverages both online virality and the tactile appeal of records. This strategy may serve as a template for other artists looking to monetize niche releases while maintaining a strong connection with their most ardent supporters. As the “Rock Music” campaign progresses, industry analysts will closely monitor the impact of this dual-format rollout on sales figures and streaming metrics.
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