Florence and The Machine Released Music Video For ‘Big God’

Weeks before the release of her highly anticipated fifth studio album, ‘High As Hope’, Florence and the Machine have revealed the music video for their new single ‘Big God’.

Choreographed by Akram Khan and Florence and directed by Autumn de Wilde, the video consists of Florence and a colourful band of dancers gliding across a shallow pool of water. The simple yet elaborate composition blends well with the deep beats and dramatic vocals of Florence’s songs, combining to make an interesting and powerful piece.

Florence Welch has noted on the video –
‘Big God’ was written about that feeling when someone has not replied to your text, the modern phenomenon of ‘Ghosting’ which is one of my favourite words but not my favourite feeling. I was describing it to someone and they said to me ‘You need a big god’, as if the need in me were so cavernous, it would take something enormous to fill it. Probably something bigger than a text message. It’s always been a very physical song. I saw a dance piece in my head as I was writing it, so to co-choreograph something with Akram Khan was a huge honour. Autumn de Wilde fully understood what I was trying to do. The power of the desire within the void, left with yourself to rage and wonder and really it is yourself you are raging against. Not the ghost.”

Akram Khan, choreographer of ‘Big God’ elaborates:
‘For me, this encounter with Florence and her powerful song somehow navigated itself towards the element—water. But the direction of the dance also became a resistance to all things that wish to oppress, a sort of protest dance and yet a celebratory one towards a new found freedom.’

With the release of the album, Florence and the Machine are due to tour North America in August, September and October. Dates and information of which can be found via florenceandthemachine.net 

 

ABOUT THE ARTIST

Florence and the Machine (stylised as Florence + the Machine) are an English indie rock band that formed in London in 2007, consisting of vocalist Florence Welch and keyboardist Isabella Summers. The band’s music is known for its dramatic and eccentric production, as well as Welch’s powerful vocal performances. Since forming the band has won two Brit Awards, one MTV award and has been nominated six times at the Grammy Awards.