In this new Creators Project Video, we get a behind the scenes look at the making of Florence and the Machine's
new album, Ceremonials
, recorded at Abby Road. The video features intimate and casual interviews with Florence Welch, Isa Summers, and producer Paul Epworth. The band experiments with darker, more inventive sounds, including an effect that sounds like "a zombie head is being smashed in." Florence squeals endearingly every time Epworth cues the sound from his computer.
Theatrical music video and concert footage of the song "Shake it Out" (and other songs) is juxtaposed with the relaxed interview setting to reveal two sides of Florence Welch. She comes off as playful, bubbly and goofy in the interviews, but empowering and passionate in her performances as she channels "tortured heroines" like Virginia Woolf and Joan of Arc. She says "so much of singing is treating every performance as though it's your last; in a sense, it's being on the edge of complete oblivion."
Catch the video here:
is out now, and Florence is on a supporting tour:
11/24 - Seymour Centre - Sydney, Australia
12/4 - Chicago Theatre - Chicago, IL
12/5 - The Midland by AMC - Kansas City, KS
12/9 - Oracle Arena - Oakland, CA
12/15 - View Casino - San Diego, CA