The website promotes Florence and the Machine's brand identity through consistent use of handwritten text and hand-drawn illustrations from her albums. This reinforces her brand for both new and long-time fans. The website encourages audience engagement through opportunities to listen, sign up for updates, and purchase merchandise. It also promotes her back catalog to engage long-time fans with her new work. Brand values of being spiritual and "hippie" are reflected in the dreamlike artwork and lyrics.

1. TextualAnalysisof Florence
and the Machine’sWebsite
https://florenceandthemachine.net/

2. How are brand
values
reinforced
through links
with digital to
music video?
When you first enter the Florence and the Machine website, it greets you with a
promotion of her album Lungs, celebrating its 10 year anniversary, something long-
term fans of the band would understand. It automatically encourages the audience
to “Listen Now”, therefore pushing them to actively engage with the media text.
The logo on
the side
promotes
this idea of
brand
identity
and the
linked
social
medias
underneath
it suggest
at self-
promo.
By
promoting
her old
albums,
Florence is
trying to
engage her
long-time
audience
and to get
them more
in touch
with her
new works
too.
The use of the boxes at the bottom with “Sign Up”,
“Live Dates” and “Store” are trying to encourage
audiences to actively participate by going to concerts,
becoming a member and buying merchandice.

3. Howhavethey
createdbrand
identity?
Brand identity is created through the repeated use of the handwritten text
surrounding hand-drawn illustrations of each of Florence’s songs in her album
HighAs Hope, her most recent release.The illustrations are actually linked to
some of the artwork done on her old albums as well, something that older fans
are likely to pick up on as they have followed her work for longer.This therefore
is promoting both her old and new music and her brand identity is carried
through with the artwork. As well as this, Florence is known to be very hippie and
spiritual and the drawings and quotes reflect this style.

4. Is
intertextuality
used?
There are links to the lyrics of the songs within the drawings but
there are no intertextual links.
There is a horseshoe hanging round her neck in one of the photos,
which symbolises luck, a reference to the lyrics in her song and also
to the time she did a cover of Daft Punk’s Get Lucky.

5. Have they
used any
Easter Eggs?
 The website hasn’t used any
Easter Eggs however there are
small links to the music videos
of her songs from her album
High as Hope

6. What values,
attitudes and
beliefs have
been used?
 Florence and the Machine has had a variety of messages
throughout her career and this is reflected through her music.
 Her album Lungs was angry and loud, conveying the message of
“F*ckYou!” and “Living Loud” whereas, with her more recent
albums she has relaxed and has a softer message of “More Love”,
a phrase she repeats at her concerts a lot.