People are underestimating how much money a label will throw at a release. Sure, its not the same as 20 or 30 years ago, but they still have budget for these artist. Charli was already well established, and prior to her album, she had some big features. Add to the mix, the non-binary thing that goes with her and PC music fans and artist, the rise of hyperpop in general, and its a gamble well worth taking for a label. Like i said, i know for a fact they had a budget, and all of the connections that come with that. A friend of mine is (was?) on a PR team for her, and while they wouldnt be able to quantify an exact budget, i asked and they guessed somewhere around 100k$

The album launched with a huge tiktok campaign, as well as being spotify playlisted, and a street style marketing of posters everywhere. Tiktok campaigns are not cheap. Some of these accounts charge well into the thousands, some of the bigger accounts ask 5-10k$ This doesnt even take into account producer fees, studio time, mixing and mastering etc.