I’ve found Florence Welch with an American twang. It’s true I’ve found a new Flo, residing in New York city. I would like to overwhelm you with information on MS MR but unfortunately little in known about this coupling. Possibly because they are still fairly young fry in this ocean we call the music industry. Or, the business-savvy side of me screams “PR stunt”.
Either way they’ve proven that a need for visual identity stems from the wealth of the greedy and it’s not altogether necessary when you have vocals as delightfully delicious as the Ms in this partnership. In the grandiose Ash Tree Lane we are struck almost instantly by female, yet not overly feminine vocal. Like a witches cauldron, there is something persistently bubbling under the surface. The drop comes with frantic piano keys built up with incredible intensity, this teamed with the elongated ooing gives us something almost cinematic.
Of course the video more than emphasises this. We are greeted with old cinema reels, Alice wondering into that mysterious land, an unknown which is indicative of the American Dream, highlighted through other film clips. A video with poignancy. An artist trying to do much more than talk about bringing swagger back. For this reason alone I’m in.
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