It's been done before, but until Florence Welch came along last year, it hadn't been done lately.
Welch didn't present herself as the latest in a long line of British women singers that would include Joss Stone or Duffy, but went back further to, say, Kate Bush, where a controlled image was total. This would include dance, clothes, image . . .
"I'm definitely creating a total image," Florence agrees. "The staging, the clothes, the look."
Thus there is a different Florence in each video made by Florence and the Machine but, much like '70s David Bowie, it all springs from the same vision no matter the different characterization.
"Music is a very visual thing to me," she continues. "In a lot of ways, you are trying to create a landscape for people."
It's a perspective that has served her well.
Welch has released only one album, last July's Lungs, but it has yielded three hit singles ( "Kiss With a Fist," "Dog Days Are Over" and "Rabbit Heart") and garnered numerous awards.
"It's always nice to win awards, but they don't mean anything," Welch demures. "It's not why I got into this."
There was a Machine, Isabella Machine, and she was Florence Robot, when the duo would appear in London clubs. In time, the name became Florence and the Machine and a band developed. It is this band that is making a second album at long last.
"I think I want to get much more involved," she says of the record production. So far, only three tracks are finished and she is learning that recording axiom that you have your entire life to make your first album but only six months to make your second. Welch doesn't mind, however.
"I had 24 songs to choose from on the first CD," she observes. "So, I'm looking forward to having less. I'm definitely thinking about the songs. I'm thinking about how to make them different. Just because I have a guitar player doesn't mean I have to have a guitar on every track. I want to experiment."
To this end, The Machine has become more of a real band than when Welch started.
"They really understand what I want," she explains. "They give me a lot of room to perform.
"It was a lot of rehearsing. You really have got to choose who you get along with. It gets easier the more you play together." Buy Florence and the Machine Tickets or Sell Florence and the Machine Tickets through YourTicketMarket.com. One stop tickets market to catch your favouite event tickets like Florence and the Machine tickets. Florence and the Machine Tickets are Guaranteed, Fast and Secure!

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