2. Background Information
Lead Singer: Florence Welch
Members: Isabella Summers, Robert Ackroyd, Tom Monger, Chris Hayden, Rusty Bradshaw, Mark Saunders, Sam White
Origin: London, England (2007)
Albums: Lungs (2009), Ceremonials (2011), Live at the Wiltern (2011), MTV Unplugged- A Live Album (2012)
Genre: Alternative, Indie rock, Baroque, Neo soul
Popular Songs:
- Dog Days Are Over http://www.youtube.com/watch?v=PGrx6etMl0w
- Spectrum http://www.youtube.com/watch?v=iC-_lVzdiFE
- No Light, No Light http://www.youtube.com/watch?v=HGH-4jQZRcc
- Shake It Out http://www.youtube.com/watch?v=WbN0nX61rIs

3. Stories & Facts
- Florence’s first band was known as Toxic Cockroaches
- Her mother is a historian and author and her father is
an executive at an advertising firm
- Her big break came when she became drunk and
stumbled upon Mairead Nash (a popular promotor) in
the club’s restroom. Florence began to sing
“Something’s Got a Hold on Me” by Etta James.
Mairead Nash fell in love with her voice and is now the
band’s manager.
- After the fortunate incident in the club’s restroom,
Florence dropped out of Camberwell Collage of Arts to
pursue her music career
- Florence’s music has been described dark, robust,
gothic, and romantic: "I've always been attracted to dark
imagery. I used to believe in vampires and werewolves.
I get night terrors, panic attacks. Even as a kid, I'd be
more inclined to write about a flower dying than
blossoming."
- Florence has linked her lyrics to Renaissance artists:
“We’re dealing with all of the same things they didlove and death, time and pain, heaven and hell”

4. “Lyric Quotes”
- There’s a ghost in my mouth and it talks
in my sleep. Wraps itself around my
tongue as it softly speaks.
- I never knew daylight could be so
violent.
- Louder than sirens. Louder than bells.
Sweeter than heaven and hotter than hell.
- Looking for heaven and found the devil
in me.
- And oh, poor Atlas. The world’s a beast
of a burden.
- Leave all your love and longing behind
you can’t carry it with you if you want to
survive.
- Regrets collect like old friends. Here to
relive your darkest moments.

5. Online Presence
Florence + the Machine’s official website
- http://florenceandthemachine.net/
- Includes, boutique, band news, social media cites and gallery

6. Online Presence
Florence + the Machine’s Instagram
- http://instagram.com/ouhoh#
- Photo’s shared by Florence Welch of her life and the life of the band
- Followers: 115, 195
- Following: 229

7. Online Presence
Florence + the Machine’s twitter
- https://twitter.com/flo_tweet
- Band discusses current events involving their plans, music, and general opinions and activities
-Followers: 711K
-Following: 165

8. Online Presence
Florence + the Machine’s facebook
- https://www.facebook.com/florenceandthemachine
- Shares posts and pictures with fans (has a collective simularity/combination of other social media cites)

9. Online Presence
Florence + the Machine’s youtube channel
- http://www.youtube.com/user/FlorenceMachineVEVO?feature=watch
- Posts videos of music videos, performances, and lyrics

10. Online Communities
- Public relations help maintain the websites that do no require the immediate voice of
band members such as the official website, facebook, and youtube channel
- Twitter and instagram are maintained by the band members
- Blogs are maintained by the fans
- All create a spotlight that helps bring attention to the band

11. Find Your Audience
- The band’s popularity has grown greatly within the last five years and they have now
become mainstream
- Also featured in movies such as The Great Gatsby, and Snow White and The Huntsman
- Fans are interested in indie rock, alternative, baroque, and/or neo soul
- The band members age and fashion reflect upon young adults
- Yet since the lyrics are meant to be focused on timeless matters (such as love, life, heaven,
hell, and death) they can appeal to anyone who finds meaning to the band’s poetic nature

12. s
- Links to band’s music is provided
- Band information is posted
- Pictures of band life and more intimate
pictures of the band members lives are
posted (vacations, family, pets,
photography)
- Opinions in regards to current events are
shared
- Opinions on more general matters are
also shared (likes and dislikes)
- Personal feelings are sometimes shared
-Promotions of various charities
-Promotions of products (albums, posters,
ect)

13. Engag
e
- Due to the band’s great popularity, it is
difficult to create an individual bond or
connection with fans (responding to fan
mail)
- The band does not often tour outside
England or America despite being very
popular in Canada and most of Europe
- Connection is often maintained through
social media
- Performances are often kept very
dramatic (as is the band’s style) and
members engage with the audience
- As previously stated, Florence Welch
aspires to write about timeless and
universal matters in order to appeal to
anyone anywhere

14. Continue
- Are effective in physical space:
- Band members will engage with
audiences through concerts, signing
autographs, responding to fan mail, and
taking photos with fans
- Sells band merchandise at concerts
- Are effective in online space:
- Very up to date with social media cites
and lingos
- Will reach out to audience and share
information through the internet
- Sells band merchandise on official online
store

15. Consistently
- The band posts regularily concerning band information via facebook, official cite, and
twitter
- Florence Welch also often posts personal photography and band life via instagram
- Youtube videos are only posted as often as music is released and performances are
mad