Florence Welch stars in the band's video for latest single "Ship To Wreck".
After debuting the second single to be lifted from their forthcoming third studio album last week, Florence + The Machine have dropped a - predictably insane - visual to accompany "Ship To Wreck".
The video works on almost single-cam basis and follows Florence as she doesn't just wreck the ship, but her boyfriend, her home and finally herself. It's an interesting discussion about self-destructiveness and as left of centre as the MV is, Flo makes her point pretty astutely.
Speaking of the track last week, Welch said:
"I was thinking about my own self destructive side, and how you can make something only to tear it down, enjoy/destroy, create/devastate etc. When you're in that whirlwind, you often end up breaking the thing you love the most."
The video, with its crazed tendencies, certainly seems to reflect this. Hopefully the creative visual and catchy track will give Flo & co. a much needed boost as their latest set doesn't seem to be attracting the same level of buzz as 'Ceremonials' or debut LP 'Lungs'. Although they're hardly a singles band, the performance of "What Kind of Man" was arguably underwhelming.
On the other hand, Florence's Coachella stop this weekend drew critical acclaim, with the new material they debuted receiving extremely positive reviews. With a few more festival performances lined up, hopefully Florence + The Machine can keep people excited about their new material.
'How Big, How Blue, How Beautiful' is set to drop June 1.