If you ask a variety of people how witch house started, you would get a variety of answers. Music producer Pictureplane claims that he was the first person to use the phrase “witch house” – in 2010 he tweeted, “I invented witch house yo” – but he is somewhat periphery. The concept of witch house is often disputed; some people latch onto the phrase, and want to take claim over it, or use it to market the sound, or to feel part of an emerging subculture – for example, Pictureplane wrote a blog post called “13 rules to make a great witch house song” – while others shy away from the label, instead calling the music drag, or rape gaze, or refusing to associate a title at all. The “rules” have an ironic edge, and there are references to drugs (“take MDMA and go to a strip club”), free sexuality, individualism, and an array of bands, thinkers, and rituals (“keep onyx with you on all time, keep citrine in the the space where you create, travel with moonstone”).
The “re-blog” appeal of this post is an example of how the witch house meme generally spread, and the Pitchfork review of Michigan based band SALEM's album, King Night, brought the witch house genre closer to the mainstream. This review also tied the label “witch house” to a particular sound: “Low end squelchy darkwave bass synths, processed beatbox beats on a syrupy loop, slowed down and manipulated voice samples and vocals, a dash of dissonant ambient noise, a pinch of shoegaze,” according to the blog Reykjavik Sex Farm!. The 2010 release of SALEM’s debut was a pivotal moment in the short history of the genre, as this album brought the sound to a much wider audience, and therefore had a considerable influence over the popular perceptions of what the witch house sound is.
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| King Night album art |
You can’t say it started in one particular place because it came from the blogosphere, although some might say that SALEM is responsible for witch house’s notability. Once their first record was reviewed on Pitchfork, many would agree that witch house became credited and legitimized, and that it became more than just an abstract feeling spread throughout the never-ending landscape of the Internet. However, in an interview we conducted with the band’s lead singer, Jack Donoghue, he said
I'm not really sure what ‘witch-house’ is or who is involved in it. I think all three of us [the members of SALEM], in terms of working, are so focused on each other, that how people respond to it is somewhat external and separate. Terms to describe what we were doing started being thrown around by writers, and then other artists who were inspired by our work.
Although there were legitimate sources such as Pitchfork and Wire, the majority of “writers” that Donoghue refers to include any person that has a blog or an opinion. The fact is that in the witch house subculture, the audience has a huge influence. Because the scene is so underground, the blogosphere retains more subcultural capital than the notable review sites, and therefore they have a great deal of influence. In an Internet-driven subculture, even the artists themselves are "online personas" making up this scene, and are constructed in what Rene Lysloff calls "a new kind of performativity, an actualization of multiple and perhaps idealized selves through text and image." [1]
Ultimately the music was bubbling beneath the surface for a while before it adapted any labels or entered a wider realm of recognizability. Thus, it is hard to pinpoint where the genre started, or a physical place from which it emerged; before witch house entered the Pitchfork consciousness it existed as a feeling on the Internet. The sound no doubt took influence from chopped and screwed hip-hop coming out of the south, namely Houston, Texas. Artists like DJ Screw and Lil’ Wyte slowed down hip-hop tracks and injected them with a codeine induced haze. Fans of chopped and screwed hip-hop adapted their own kind of language and way of writing that they felt matched the style of music. For example, one commenter on a fan video of Lil’ Wyte’s “Oxycontin” writes “this got me leavel but dam im lil to hi to reliz wuts goin on around me fuck man dis shit trippy thumbs up if you ona trip nd jamin to dis.” Even the imagery of random car burnouts filmed with a distorted filter in the fan video for this song evokes the atmosphere of the music. Witch house takes these concepts one-step further. Every subculture has some component of slang or vernacular with which it signifies, but because Witch house exists so much on the Internet, it revolves around manipulation of text and symbols, thus heightening the signifyin’ aspect of language.
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| †‡† album art. Visuals are an important aspect of witch house |
In an interview with Simon Hayes, the director of SALEM’s music video for “King Night,” he said,
[witch house] is definitely influenced by chopped and screwed. It’s almost like a stuttered, slowed down approach to rap and electronic music. The sound is created by extracting a beat or a little sample of a vocal track, an abstract clip of a sound, and cutting it up and making it into a larger beat.
When the already established sound of chopped and screwed got mixed with shoegaze and sluggish electronic genres the music we now know as Witch house was conceived. Much like the fan video for “Oxycontin,” Hayes’ music video is a reflection of the feeling that Witch house attempts to capture – a certain kind of ethereal, cultish obscurity. One commenter writes below Hayes’ video, “Really interesting imagery here. Never thought one could add such melodrama and power to a video about a truck. The vehicle in question definitely has some malevolent supernatural force behind it.” Another goes on, “Great great video, evokes such an interesting and disorienting mood.” And then another writes, “The truck driving through the leaves is so powerful! Matches the music 1:1.”
The genre, originally conceived of as a half-joke, and considered a pretentious fad by the uninitiated, took on a life of its own on music forums, networks like Last.Fm (where X, X, X are tagged as “witch house”), and Youtube comment sections where people were free to give their own interpretation of witch house. In an attempt to make the genre more legitimate, some fans make connections between witch house and figures such as Jean-Michel Basquiat, the No Wave art movement, and Hakim Bey’s essay “immediatism,” to give witch house intellectual and artistic antecedents. We would argue that the genre's connection to Youtube, or more generally, Internet culture, is also part of the reason why pagan symbols, tri-forces, crosses and slashes are a signature of witch house. Names like ///▲▲▲\\\ and †‡† turn up zero results on Google searches, and this type of naming seems to be a response to pop status and celebrity in music, or is possibly another reference to Internet culture, and “hacker” forums like 4chan's /b/, where the tri-force is a popular meme. This naming style is so closely linked with witch house that even SALEM is often spelled S4LEM.
Since witch house culture is largely determined by fans, who are the ones who make forum threads and upload songs onto Youtube with fan-made videos, the terms of the genre itself are up for debate. This is why the term “drag” is basically synonymous with witch house, ostensibly attempting at a more serious-sounding name for the genre. In our experience with witch house fans, the two terms are used interchangeably to refer to the same bands and the same sound. Pictureplane, in another blog post, downplays the influence of chopped and screwed, naming Psychic TV as the "true innovators of witch house." The tension between mainstream and underground and between “drag” and “witch house” are examples of how this genre often exists in a limbo. The audience and the musicians are unsure what the meaning of the genre is or if they want to propel or dispel it. Donoghue of SALEM later said in our interview, “IDK about the symbols, I'm not that into it.”
Even though witch house can come across, through its music and its practice, as a somewhat elusive, ethereal subculture riddled by anonymity, elements of class and gender are present. You don’t need money to make witch house. All the production can be handled by one laptop, and software that people share freely through torrents. You don’t need the polish of a studio or a record deal to be a prominent artist in the scene. As Donoghue says,
all we did was put our music on a MySpace page. The rest came to us. If it wasn't for the Internet SALEM would have stayed a private creation between us three. Since then we have gotten a publicist, and started to promote our work, but in the beginning we mostly put it up for our close friends and then other people responded.
Furthermore, downloading the songs is not held in contempt as it is in most other music genres. It’s not as if all witch house music is available for free, but, for the most part, this genre is listened to and downloaded on the Internet, and many witch house artists sell tracks on sites like Bandcamp. While the witch house labels such as Disaro did consolidate artists and market the genre, they did not have a real intention to focus the music around record sales. There is therefore not much of a capitalist aspect shaping the culture of witch house.
All the unique facets of the subculture can be traced back to the Internet. Witch house is an amalgamation of many subcultures before it, resulting in a new kind of subculture – one that is originally digital, contested and created by its audience, and elusive in nature.
[1] Lysloff, René T. A. 2003. "Musical Life in Softcity: An Internet Ethnography." In Music and Technoculture, eds. René T. A. Lysloff and Leslie C. Gay, Jr. Middletown, CT: Wesleyan University Press.
Word count: 1663
[1] Lysloff, René T. A. 2003. "Musical Life in Softcity: An Internet Ethnography." In Music and Technoculture, eds. René T. A. Lysloff and Leslie C. Gay, Jr. Middletown, CT: Wesleyan University Press.
Word count: 1663

