Charli XCX adds a new B‑side to her “Rock Music” era, but makes it available only 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 13 May 2026. The post featured a short video shot in Kyoto, Japan, directed by Aidan Zamiri of The Moment. In the caption, Charli explained that she spent six weeks in Kyoto filming a visual piece for the song and that fans could “rip the audio if you want it xx,” underscoring the deliberately low‑tech distribution method.
The track is not hosted on any mainstream streaming service. It can be streamed only within the Instagram post, and the audio is also included on the limited‑edition 7‑inch vinyl of “Rock Music” released by Atlantic Records. By limiting access to the song, Charli taps into the nostalgic “secret single” model that was common in the CD era, while simultaneously encouraging physical sales. The vinyl, which pairs the A‑side “Rock Music” with the new B‑side, is already available through the label’s online store and select record‑shop partners.
The unconventional release strategy reflects Charli’s reputation for embracing internet culture and DIY aesthetics. The 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 the move aligns with a broader trend among artists to create scarcity and exclusive content that drives fans toward tangible merchandise.
Charli’s emphasis on physical formats is supported by recent chart performance. Her sixth studio album, BRAT, debuted at number one on the Billboard Vinyl Albums chart, confirming a sustained appetite for vinyl among her fan base. The “Rock Music” single, and now its accompanying B‑side, aim to extend that momentum. Atlantic Records’ marketing team has highlighted 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 complement the track’s yearning tone. While the clip is currently viewable only on Instagram, it has already garnered thousands of likes and comments from users across Europe, North America, and Africa, indicating a broad, 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. The strategy may serve as a template for other artists seeking to monetize niche releases while maintaining a strong connection with their most ardent supporters. As the “Rock Music” campaign progresses, the impact of this dual-format rollout on sales figures and streaming metrics will be closely watched by industry analysts.
