Devon Cole - W.i.t.c.h. (official Video) -

The official music video for "W.I.T.C.H." by Canadian alt-pop artist Devon Cole serves as a vibrant, feminist reclamation of historical archetypes. Released on July 7, 2022, following a record-breaking pre-save campaign for Sony Music Canada , the video visualizes the song's central acronym: . Lyrical and Intellectual Foundation

Cole, a psychology graduate, approached the song with academic rigor, conducting weeks of research into the history of witchcraft and pop culture depictions like Sabrina the Teenage Witch . Devon Cole - W.I.T.C.H. (Official Video)

: The lyrics, such as "Tell me why you so scared of a woman in charge?" , poke fun at the patriarchal fear of women who exercise control over their own bodies and sexuality. Visual Style and Aesthetic The official music video for "W

: To ground the theme of reclamation, the visuals include "spellcasting" around a bonfire and a "spooky Ouija board experience". : The lyrics, such as "Tell me why