ARTIST SNAPSHOT: Florence & The Machine

NEW YORK (AP) — Florence + The Machine are more like FLORENCE + the machine:

There's no question who dominates.

Florence Welch was first signed as a solo artist, and the CD booklet for their

latest album, "Ceremonials," has 14 pictures of Welch, none of anyone else.

But her band plays an integral part in her otherworldly sound: "She has definite

ideas about what she wants and she feels like she can trust us to deliver the

goods," said harpist Tom Monger.

And if the band ever has a breakout player, Monger might be it. Welch calls his

addition to the band, which now stands at seven, "a total fluke": Shortly after

recording the "Dog Days Are Over" from the band's album "Lungs," which included

a keyboard sound simulating a harp, Welch was sitting in a studio when Monger

walked by, carrying something that Welch said "looked like a telephone box

wrapped in a blanket."

She wondered what it was, and Monger told her it was a harp. She quickly invited

him in, and The Machine soon had a new member.

But he's not your parents' kind of harp player. He takes the instrument out of

the parlor and plays with strength and aggression.


"There is still this kind of stigma or stereotype to the harp being a romantic

instrument played by ladies in long dresses and very regal settings," he said.

"That doesn't have to be the case."


Leave all that to Welch, who has drawn comparisons to Stevie Nicks for flowing

onstage outfits and a witchy woman persona. The "Ceremonials" opening track,

"Only If For a Night," is about a ghost (the singer finds it "so strange, so

surreal, that a ghost should be so practical"). In "Seven Devils," she talks

about how "all your love will be exorcised." She proclaims on "Shake it Out"

that "it's hard to dance with the devil on your back."


Florence + The Machine's first album, which sold more than 3 million copies

worldwide, was a quilt with a number of different producers, including Paul

Epworth, whose work with Adele helped take the British singer to the top of the

pop world this year.


"I wanted to make a sound that was cohesive, that was a whole, rather than a

collection of songs that sounded quite separate," the 25-year-old Welch said. "I

wanted a sound that floated through the whole album."


She and Epworth took a different approach for "Ceremonials," which was released

last month. Welch feels it represents her varied influences, which range from

Hole and Nirvana to Kanye West and Jay-Z, and Beyonce. Rihanna and Lady Gaga are

also favorites, as are Spiritualized. And Kate Bush.


"There's a real sense of people being into loads of different stuff at once,"

she said in a recent interview. "I think you kind of get that from this record,

the fact that I've been into so much different stuff. Style-wise, it touches on

so many different things."


Welch said she and Epworth "kind of geek out together on drum sounds." They

frequently sound like miniature bomb blasts on top of music that might otherwise

be considered ethereal, reminiscent of Bush's work.


Rolling Stone described it, without really defining it, as "a very British

record," a point that was echoed by VH1 music executive Rick Krim.


"It's not American, whatever that means," said Krim, executive vice president

for talent and music programming. "It feels like it's from the hills of England

somewhere."


Krim and VH1 have signed Welch to participate in its upcoming "Divas" special,

where she will represent British soul music. Next year, MTV will air an

"Unplugged" episode with the band. Krim said he was impressed by the

distinctiveness of Florence + The Machine's second disc.


"She's not trying to make cookie-cutter Top 40 music," he said. "She does one

thing and hopes the audience gravitates toward her instead of doing something

that will fit a format."

Florence & The Machine
Availability: Call

for Availability
http://www.florenceandthemachine.net

Agency
CAA / Creative Artists Agency


Agency Relationship: Exclusive
2000 Avenue of the Stars
Beverly Hills, CA 90067 United States
Phone: 424-288-2000
Fax: 424-288-2000
http://www.caatouring.com

Responsible Agent: Carole Kinzel
Direct Phone: 424-288-2000
Fax: 424-288-2900
E-Mail: ckinzel@caa.com

Management

Luv Management

98-106 Leonard Street
London, EC2A 4RH United Kingdom

Responsible Manager: Mairead Nash

E-Mail: mairead@luvmanagement.com

Publicity

ID Public Relations

150 West 30th Street 19th Floor
New York, NY 10001 United States
Phone: 212-334-0333
Fax: 212-334-8444
http://www.id-pr.com

Responsible Publicist: Rhett Usry

Direct Phone: 212-334-0333
Fax: 212-334-8444
E-Mail: rusry@id-pr.com

Record Label

Island Records


Worldwide Plaza, 825 Eighth Avenue
(between 49th and 50th Streets)
New York, NY 10019 United States
Phone: 212-333-8000
Fax: 212-603-7931
http://www.islandrecords.com

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