Artist Research - Leanne

Image and Genre
One of the first Florence and the machine Videos is Dog days the 2008 original. In this video and many others you can see that she uses alot of gliter, floaty dresses, weird costumes and party scenes. These are the things that she uses to identify herself in her videos.
http://www.youtube.com/watch?v=PGrx6etMl0w&ob=av2n

Florence and the machine have been described as experimental but mostly have the genre of modern indie pop. Compared with other artists in this genre like; Maina and the diamonds, Kate Nash, One Night Only, Panic at the Disco, The Noisettes and Noah and the Whale, Florence and the Machine is differnt as she uses an Orchestra which gives it a more fantasy feel to it. What all of these artists and bands have in common which makes Florence and the Machine a like is their quirkyness.

Kate Nash   

Marina and the diamonds

Panic at the disco

The Noisettes

                     

Florence and the machine has changed over time with her look and her music. From the start her songs were more rocky than indie but as times gone on she now fits into the indies pop genre more. She also elongates her notes to make her songs flow together.

Generic Conventions present in her videos are; inique costumes of some sort, glitter and sequins, unusual storylines and bright lightts or some kind of colour editing.

Film style of the videos have changed over time but this is due, like many aristists videos, to getting more popular and having  the money to make them look better and more realistic.  An example of this is the song 'Dog Days are over', when the band first came out they had a low budget video that was made in 2008 which they then re-shot it in 2010. This is due to having better equiptment and accessories:
http://www.youtube.com/watch?v=PGrx6etMl0w&feature=related - 2009 version

2010 version

Visual Style and Image

Typical visual elements is; a range of different costumes but hers alwyas different to the dancers, this making her stand out in the crowd of dancers, lots of effects like; lighting, fire, smoke, glitter smoke, mirror effect and cross over of images. This keeps the adience interested and their attention. Her make up is also unusual and different for every music video she does, this making her look unique and for that video only.

This picturer shows the smoke and glitter effects she uses, as well as hr unique costume, hair and makeup.

Florence also wears many different dresses but all long and floaty in some way. She also likes the use of vintage aspects to her wardrobe which again makes each costume unique to her.

Florence and the machines songs have been used in many TV shows such as Glee and Films such as Twilight Saga and Slimdog Millionaire. These shows and films are some are the most popular media around today.

Synergy and Marketing
In the past Florence Welch has done photoshoots but manly just for her CD and albumn covers. She keeps up her image by re inventing her self but still keeping the main components of her style. She still follows popular fashion trends but puts her own spin on things, this maintains her image. She also uses the same style in her music video as she does in her meerchandise as many opf the photos are from her videos and photoshoots for the videos to help promote herself.

This is the CD cover photo used for her merchandise on clothing.

Florence and the machine encourages the audience to take part by having a blog, twitter, websites of heer style, music and costumes. She has many different ways of downloading the music in different formats eg. youtube, MP3 ..