Self-Marketing of FATM

Florence and the Machine released their first studio album in 2009 under the title ‘Lungs’. ‘Lungs’ held the number two position In the UK charts for 5 weeks, then after 28 weeks in the charts it reached the top on the 17 January 2010. In 2011 their second album ‘Ceremonials’ was released with positive feedback, debuting at the top in the UK charts and number 6 in the US.

As technology has developed and technical convergence of equipment makes it a little bit easier for average Joe to make his own music video and become a star. Artist need to push a little harder to stay in the spot light so that little Rebecca Black won’t take their place as the headliner of a music festival and win ‘Woman of the Year’. Florence Welch in her own right is a brilliant performer and artist however I find it hard to believe that her image is wholly organic and the moves she makes are just her ‘everyday endeavours’ and not promotional techniques. As the lead singer Florence Welch will naturally take the limelight; however that comes with the curse of self-marketing and constant WORK. Since their success in the mainstream charts FATM have self-marketed themselves in many ways. Flo’s image is a crucial part to the success, both appealing to the British, American and international audience for different reasons. To us she is a kooky yet melancholic androgynous artist that the dwellers of Camden lap up and today’s parents listen to so they can once again feel “down with the kids”. However to the Americans her flaming hair and porcelain skin adjourned in the flowing fabrics embody and bygone era of Britain that the Yanks wish they had. To each and every one of us she appeals in a different way. To me I find her Pre-Raphaelite features and dark yet beautiful choice of clothing very compelling. Moreover, in the world of fashion she has become a clothes horse for fashion legends such as Channel and Valentino. December 2011 she graced the covers of the January 2012 edition of British Vogue, giving the band some of the best coverage they could wish for.  Musically they attend a wide range of concerts and play in variety of locations which widens their target audience to pretty much everyone. And her stage presence is one to remember even being said to be “the most brilliantly captivating performer this side of Slipknot in stage-destruction mode.” http://www.nme.com/reviews/florence-and-the-machine/10635. Not to forget the friend’s she keeps also have a significant effect of her (and the bands) status in popular culture: Agyness Deyn, Peaches and Pixie Geldof, Alexa Chung. They are all part of the ‘British Cool Kids Club’ and embody what is topping the charts in the UK. Hanging out with them means that people will always remember Florence and the Machine.