Florence and the Machine has just shared the second single, St Jude, and its accompanying video, from her forthcoming album How Big, How Blue, How Beautiful.
The song is delicate and spiritual, and the video finds Florence Welch alternating between walking through suburban streets alone, and being carried through them by what appears to be a former lover.
The clip was directed by Vincent Haycock and choreographed by Ryan Heffington (who worked with Sia on Chandelier and Lykke Li on Gunshot), which is the same team Welch collaborated with for the video for How Big, How Big, How Beautiful’s first single, What Kind of Man, which was released recently. Vincent Haycock and Welch actually discuss their collaboration here. All of this suggests there might be some kind of overarching style or narrative to the videos Welch releases for this album, and we look forward to seeing what lies ahead.
While What Kind of Man is a completely different beast to St Jude (read: guns blazing, ’70s rock), the two together point to How Big, How Blue, How Beautiful being an emotional journey about personal experience.
How Big, How Blue, How Beautiful will be released on June 1, 2015 and follows her 2009 debut album Lungs, and the 2011 follow-up, Ceremonials.
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