The Art of Aestheticism
The pretty “polly pocket” with the heart-shaped boots enters the room. Flirtatious, in a blush babydoll dress, she conspires new lustful lyrics. Her vibe, by design, is comedically cute, with her “old Hollywood hair” and retro go-go boots. Now up on the stage, is that…Lana Del Rey? Or just the girl who sings melancholically of her American-heartache - vulnerably nostalgic in her vintage state. But before we can guess, the afrobeats play, as a South African baddie whines with cultural embrace - igniting yet another image of creative craze. She is savage, feisty, with an accent and aura energetically enticing. Who do you wish to portray? What do you wish to convey? This is the art of aestheticism - a siren’s serenade at the forefront of every stage. Where stardom is leveraged through optical embrace.
Sabrina Carpenter for Governors Ball, 2024 | Getty Images
Its strategy is implemented multifacetedly throughout industries. Frankly, wherever visual appeal is franchised for success. From fashion to food, architecture and the arts, to retail, beauty and business development...you name it! Aestheticism seeps into these subcategories with the overarching goal to persuade, pleasure, and paint a perception. Amidst the dynamic world of social media, visual emphasis is everything! Here, aestheticism serves as the secret sauce to consumer behavior, where 93% of buyers base their purchasing decisions off of appearance. Its careful craft is about creating an identity and experience so specific, you cannot help but unsee it - you cannot help but believe it. This brand consistency promotes emotional connection, and credibility, encouraging positive user engagement. One of the largest outlets navigating this very blueprint, includes none other than the music industry - specifically spotlit by its pop girlies.
“Music is not important. Artistry is…Some artists don’t have artistry. Music alone is not giving me the world…an artist…creates the world. A great artist to me is more than the songs, it’s the entire culture and space that they inhabit” (Charli XCX, personal communication, September 27, 2024).Today, mainstream music exemplifies this importance, where sound alone will rarely suffice for success. Instead, it demands a package deal of deliverables where aestheticism is a key contributor to the sellout of an arena. From Tate Mcrae, the multifaceted dancer, showstopper, entrancing-eyed hip-hopper. To Chappell Roan, theatrically loud, with her queer redeemed makeup often mimicking a clown. To Olivia Rodrigo, highlighting teenage angst, purple hues, and poetic heartbreak. Aestheticism means leveraging a unique taste and building a community for those eager to relate. It is about creating a fan base through storytelling, one beyond mere auditory praise.
Charli XCX for Saturday Night Live 2024 | Getty Images
Charli XCX is a current trailblazer of this thematic persona. As a multihyphenate singer, songwriter, DJ, and producer, she upholds a linear look through her visual brand. She’s the cool girl with rave glasses, sitting in the back of the room. She cares a little, but never enough. Followed in her footsteps, an eye-piercing backdrop, masked by an autotuned voice. Charli’s influential intentions to detail is one of the realest statements pop culture has pursued. Her neon green color scheme, paired with black shorts and a white tee is basic, bold, and strategically brilliant. The vibrant album cover, muted by its minimalistically labelled “Brat”, energizes in its own way, uniquely. Its unconventional appeal is a rebellious rejection to pop girl normality - challenging the stereotyped conformities of being seductive and sweet. Charli’s aesthetic instead daringly provokes the cookie-cutter perfection women in the industry are often sought to foresee.
She carries a powerful presence. Assertive. Wild. Effortlessly electric. Her voice is advertised through every aspect of her art. Whether it’s her edgy look, loud logo, or chaotic behavior - her aesthetic screams in sync, beyond her songs alone. It is about creating a culture of cognitive resonance and inviting the fans into an exclusive club of creation. Charli XCX’s world-building resides in the afterparties. With the reckless ragers sparking a cig, chased by another shot or two. It’s a let loose mentality, hair flying, street-style styling, “I’ll do it, if you do it too”. Because why not? Who cares? We’re all just living life under the strobelights, injecting our blood with the beat of this base. It’s a mob kind of messy, and youthfully fast paced. Her aesthetic is for the party girls and gays having the time of their night, where the fear of missing out allures new listeners to come step inside. The password to the party is “I want in”, as the bouncer ID’s a desperate desire indicative of a movement that makes you feel alive.
Charli XCX for the 67th Annual Grammy Awards | Getty Images
“Logos, typefaces, images, colors, styles, symbols, and visual shapes, as well as other visual identity elements like commercials, packaging, and so on. Such aesthetic elements must mix effectively with the artist and their music for a brand to be considered authentic (Chertkow & Feehan, 2012; Bord, 2020)”. Storytelling serves a susceptible influence on public perception. An artist’s persona is pillared upon the persuasive framework: ethos, pathos, and logos. It requires an appeal to ethics, emotion, and evaluation, stamped by an artistic ambiance. Nicky Reardon, an online pop culture commentator, roughly describes a strong visual identity as one you can dress up as on Halloween and be recognized for (Reardon, 2024). Aestheticism is where marketing manipulates artistry into a meeting point for the masses. Its focus will only continue to grow through the lens of our digital realm, where leaning into its customization will become essential. Through world-building we can characterize our audiences into different realms of creative celebration, where everyone can find their own dancefloor of artistic integration.
References:
Chețan, Adrian & Iancu, Ioana. (2023). The Role of Visual Identity in Music Perception : A Talk with Specialists on Song Likability, Perceived Quality and Emotional Reactions.
Smith, Lisa. May 11, 2021. “The Effects of Color on Consumer Behavior.” InVerve Marketing, InVerve Marketing, www.invervemarketing.com/blog/the-effects-of-color-on-consumer-behavior.
Reardon, Nicky. @nicky.reardon. Instagram. https://www.instagram.com/nicky.reardon/?hl=en
Strike Out,
Kynda Kailea Green
Miami
Kynda Green is a recent graduate from Lynn University, within the field of Communications and Media. She enjoys exploring her artistic expression through creative directing, writing, and film. Her passion pursuit includes her poetry page on Instagram, where she reflects on relatable experiences, such as love and loss. In addition to her self-published work, she spends time on nature walks, venturing new places, and taking photos with friends. She is excited for her first term at Strike Magazine, and the chance to create and connect with a like-minded community.
