Florence + the Machine is described as an indie/rock band led by Florence Welch. Though it is a band of 7 members, Florence is the sole focus of all their music videos. The document discusses using a solo actress, Bronte, to represent the themes and story of the song "Cosmic Love" in a student-made music video, as Florence often performs solo in her own videos. It also addresses the challenge of identifying the genre of the music without showing the full band performing, but that conventions like dance can still indicate the genre is pop or indie rock.

1. Genre:
Florence’s songs have been described as a hybrid of indie
and rock genre. She is special in this genre by her star image
and her music, and also all of her music video has only her in,
none of the other band members even they are a band of 7,
so when I was talking with my friends, most of them know
Florence + the Machine is a band and they don’t know any
band member apart from Florence herself.We was inspired
by Florence’s music video, We chose Bronte as the main
actor in our video because we think this may be the best way
to represent the song we chose which is ‘Cosmic Love’. Her
solo performance can well represent the theme of the song
and the story. Such as in the video when she is sitting in the
dark with the candle on her hand and doing the lip-sync of
‘ in the shadow of your heart’, her solo performance showed
she is not happy of her relationship.
Indie rock music video usually base on the performance of
the band. Barry Keith Grant states that audiences could
identify the genre by the lyrics and also the star image.In our
music video, it is challenge for us have no band performance
in the music video for audience to identify our star’s genre.

2. Because we think her solo performance is better for the
representation of the song and we also have no other actors
who can do this performance.But as David Buckingham said,
genre is in a constant process of negotiation and change. So
we used a convention of genre in the production that can be
seen in our music video, for example her dance performance,
which usually be seen in a pop music video such as in
‘Countdown’ by Beyoncé
Inspired by Florence’s style in our music video, such as the
costumes, and the band performance could be easily spotted
by theinstrumental of the song, the genre could be identified.