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 .
: The song reclaims the "witch" as a symbol of female resistance, autonomy, and rebellion. Cole notes that historically, women labeled as witches were often the original "resistance fighters, healers, and abortionists".
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
: Enticing, coordinated dance routines with a group of diverse women emphasize community and shared empowerment rather than the solitary, "wicked" witch trope. Analyzing Devon Cole's 'W.I.T.C.H.' in Feminist Discourse
Directed as a "first big production experience" for Cole, the official video on YouTube blends playful "frolicking" with occult-inspired imagery.
: To ground the theme of reclamation, the visuals include "spellcasting" around a bonfire and a "spooky Ouija board experience".
