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Music’s history with hidden identities runs deep – think of hip-hop royalty MF Doom, Daft Punk or Sia’s uncontrollable mop. But now, in 2024, anonymity is on the rise once again. While the new leading ladies of pop dominate the charts, a far more mysterious, underground wave of anonymous artists is bubbling away. From Berlin DJ horsegiirL, who describes herself as “half-horse” and wears an eerie equine mask, to Casisdead, Jawnino, Pigbaby, DialE, Meekz, Nino Uptown and Frankie Pulitzer – who the internet is convinced to be actor Tom Hardy’s rap persona.

Last week, mysterious London band Sault added a WeTransfer link to their Instagram bio, quietly dropping their 11th LP (a 32-minute long track) titled Acts of Faith. Supposedly formed by producer Inflo in 2019 and consisting of members including Cleo Sol, Little Simz, Kid Sister, Michael Kiwanuka and Chronixx, the faceless collective played their first ever live show at the end of last year. But try as they might to hide behind crystal-encrusted balaclavas, for the likes of Cleo Sol and Little Simz – whose careers have reached new heights in the past five years – we know it’s them even if we can’t see them.

For Sault, semi-anonymity is about focusing people’s attention on their work and their message, rather than the artists’ individually successful careers. This sentiment is shared by incognito south London DJ Love Remain: “The idea of being able to use a blank canvas to tell a story through my music has always been appealing. I don’t tend to think of it so much as being anonymous but more of like being a vessel. If I was in every fucking photo and video I don’t think I could take myself seriously.”

There are also, of course, the whispers that follow anonymity. When we don’t know something, within seconds Google can provide the answer. But when even the internet doesn’t know, that’s when theories, conversations and rumours begin to buzz.

In some cases, the hullabaloo of anonymity and those desperately seeking out someone’s identity can make for the greatest marketing tool. After all, there’s no need to turn to TikTok or Instagram to promote your work when apps are already populated with conspiracy theories surrounding your identity – as is the case with Sault. A dedicated sub Reddit swaps fan speculation on the band’s hidden identities.

A perfect example of this happened in east London, in February this year, at what has since been dubbed ‘Winter Pride’. La Camionera, the capital’s viral new lesbian bar, began initially as a mysterious Instagram account that promoted the opening night of a new venue, but offered no clues as to who was behind it. Although the couple have since revealed their identity, the anonymous marketing caused lesbian Whatsapp groups to explode with possibilities and result in hundreds of sapphics storming Broadway Market.

In broader culture, you’d be hard pressed to find a creative field that hadn’t experimented with anonymity. In fashion, you need only look at the impact of infamously enigmatic Belgian designer Martin Margiela, or the early days of Vetements, when Demna designed alongside an anoymous collective. A decade on from Demna’s early Vetements days and he’s now heading up Balenciaga, recently revisiting hidden identities through elaborate oversized hats, butterfly masks and eye-hiding fringes in his AW24 couture collection.

Emerging east London rapper Jimmy opts for a white balaclava over Balenciaga couture. “I value my privacy. Fame is nothing to me,” he says, and M Huncho agrees. Since releasing his first EP seven years ago, the evolution of M Huncho’s metal mask has become more recognisable with his rise. “I value my privacy more than my talent,” M Huncho tells Dazed, “I didn’t choose the mask, the mask chose me.”

Soulful, breezy R&B artist Pale Jay – who wears a red mask despite his ‘blue music’ – says that his introversion is partly the reason for his disguise. “I always knew the character was supposed to wear a mask. Now as the project is starting to become more and more successful, I am very happy to maintain my full privacy, because as an introvert, I don't necessarily enjoy standing in the limelight. Additionally, having the artist be a character who can change in any way they please gives me more artistic freedom, allowing Pale Jay to do whatever they want.”

“I didn’t choose the mask, the mask chose me” – M Huncho

Anonymous rapper Dide is also leading a double life, firstly as a premier league footballer and secondly as a musician. Last year he released “Thrill”, which quickly racked up millions of views across streaming platforms as football fans tried to uncover his true identity. “None of my teammates know it’s me,” he tells Dazed. “There have been instances when my music has been played in the changing room or players have asked whether it’s me, but I think that’s occurred for a few other different players also!”

“I would like Dide to be recognised for the music in its own right and as a separate entity from football. Currently, I’m focused on producing authentic, high-quality music and the mask is aiding me in that mission. Whilst at present there are no plans for an identity reveal, it doesn’t mean there will never be one,” he hints.

Frontman of Dublin’s hip-hop/alt-jazz band Bricknasty, Fatboy first began to conceal his identity due to his appearance, he explains. “I cover me face for loads of different reasons. At the start it had a lot to do with being overweight and not wanting people to associate me music with a big fat hairy sweaty cunt. Suited me well more for them to imagine someone handsome. The degree of separation between meself and me profile is necessary for me to stay on a good path in life too I think. Have to be conscious that I amnt me work.”

It seems that 2024’s movement towards anonymity is rooted in three desires: a demand for privacy; a focus on the work being made and the message within it; and an extreme but (seemingly) healthy new solution to work/life balance, keeping the two separate altogether by effectively leading a double life.

A few days ago, Charli XCX posted a TikTok urging her fiancée, The 1975’s George Daniel, to ‘do the Apple dance… it will make the song do really well!’ she says, and she’s probably right. The likes of Tyla, Pink Pantheress and Raye are proof enough that TikTok marketing works, but is there space in today’s industry for those who love making music, but dislike the limelight and would really rather not be the face of their own brand? During a time when the industry is becoming dependent on follower count and TikTok views, encouraging musicians to channel their efforts into content creation rather than focussing on their artistry, could anonymity be the antidote?

Canadian DJ Bambii believes that the pressures of having to constantly create front-facing content is yet another industry barrier placed against women in particular, posting on X last week: “The disproportionate expectation for female artists to constantly produce front facing content, ie press pics, TikToks, fit pics is genuinely one of the major things that keeps us locked out of having a process that involves the 10,000 hours it takes to learn technical skills”. Meanwhile, in the past, other artists such as Halsey, Doja Cat and Charli XCX herself have all voiced their frustration with TikTok demands, with FKA twigs notably stating: “All record labels ask for are TikToks.”

“I just like to make music, I don't like to talk about it much” are the words of Aphex Twin, taken from a 1995 promotional clip. During the 90s and early 00s – a time with far less surveillance and far fewer online footprints – being a low-key, semi-anonymous artist was somewhat simpler. For electronic music acts like Burial, Deadmau5, or Marshmello, hiding their identities was just as important for their audience as it was for themselves. In keeping with the beauty of the rave, their anonymity allowed the crowd to feel in the moment and have a shared experience, rather than caring about who the person behind the decks was.

Similarly to today, rising artists more and more are seeking to be present in a moment with their listeners. “My relationship with music from young has always been about the music itself rather than the artist, similar to how I look at film or even paintings for example,” says Love Remain. It’s a romantic thought, that shouldn’t be too much to ask for – to listen to the lyrics of our favourite artists, to appreciate their time and efforts, rather than being absorbed by dance trends, campaign imagery, or celebrity culture. For now, and for the sake of these new anonymous stars, we can only rest in hope that if the work is good it will cut through the noise, regardless of the face (or lack of) behind it.