Unicorns, Jesters, and Crowns: the Rise of Fantasy Medievalism in Music
Haute & Freddy, via Wasserman
Musicians have always drawn inspiration when curating their brand. David Bowie claimed the stars, using space-age sci-fi and androgynous fashion to create personas like Ziggy Stardust, a starman sent from the cosmos. For Stevie Nicks, it was more about that mystical, bohemian aesthetic, with her flowing shawls and crystal balls.
When done intentionally, the capitalization of such themes and visuals can really take artists to new heights–from the boundaries of radio stations to the land of notoriety, providing a true form of escapism through their craft.
Today, that spirit of curation remains strong. And while the music industry is full of distinct brand identities, one particular aesthetic seems to be getting a lot of love. I struggled to find the right name for it, because its tone stays consistent at the core, but shifts slightly from artist to artist. However, after looking more closely, I think the most fitting description might be fantasy medievalism.
It’s exactly what you’d imagine. Unicorns and cherubs. Pre-Raphaelite paintings inspired by King Arthur and medieval love. Singing sirens and cursed maidens.
See the appeal? It’s not hard to find.
By tapping into this world, artists can frame their songs against rich, imaginative backdrops, and for me, that makes the music feel alive.
The most recent artist to come to mind when I think of this aesthetic is the up-and-coming duo Haute & Freddy. If you haven’t listened to their music yet, I highly recommend. “Shy Girl” is going triple platinum on my morning drives, and their latest release, “Sophie,” really scratches that perfect itch in my brain.
Music aside (which is a funny thing to write in a music-driven article for a music-driven magazine), this duo, the brainchild of Michelle Buzz and Lance Shipp, shows clear intentionality not only in their music but also in their visual media.
For example, if you visit their website, you’ll find a fantastical map that looks hand-drawn on aged parchment. Each location–a castle, a colosseum, a carnival, and a Ferris wheel–links to different tabs featuring their music videos, tour dates, and more.
Speaking of tour dates, when the group announced their upcoming shows on social media, they did so with the following caption: “Hear ye, hear ye! At long last your humble jesters ready the cart for our very FIRST TOUR…” and then go on to write, “This fall we ruffle the kingdom’s feathers together in freaky, fabulous merriment.”
I love everything about this, and as I mentioned, it doesn’t stop with these two (even though I love their approach).
Perhaps the first artist to truly capitalize on this aesthetic and make it uniquely their own is Florence & the Machine.
Having been on the scene for nearly two decades, Florence Welch has blessed our ears with her emotionally explosive music and, with that, has really become the blueprint for that whimsical, ethereal sound.
In the music video for “Rabbit Heart (Raise it Up),” released fifteen years ago, there is a procession with medieval-style costuming, flowers, and divine imagery. It’s electrifying, and again, a unique form of escapism that invites fans into that world. This is important for a million reasons, but especially so that people might have an outlet to step away from the chaos and disconnection of the modern world. By running through meadows with knights and climbing castle walls, we enter timeless stories that have captivated imaginations for centuries.
Maybe I’m making it deeper than it is, but I do think there is something poetic and mysterious about these added visuals, language, and art form that drives our curiosity. Whether it’s the previously mentioned artists, AURORA, or even Kate Bush, there’s a corner of that kingdom for us all to enjoy.
Now, if you don’t mind, I have a raven to meet at the edge of the wood (listening to The Last Dinner Party while I bake some bread).
