Florence + The Machine’s “St. Jude” Video Picks up Where “What Kind Of Man” Left Off: Watch

Mike Wass | March 23, 2015 10:43 am
Florence's "What Kind Of Man" Video
Florence Welch lays herself bare, literally and figuratively, in her "What Kind Of Man" video.

Florence + The Machine casually dropped the second taste of their third LP How Big How Blue How Beautiful last night (March 22). “St. Jude” finds the band in a typically tortured mood, but the overall tone of the track is softer and more intimate than lead single “What Kind Of Man.” The prevailing instrument, after Ms. Welch’s mercurial voice, is an organ — making a video with religious overtones a no-brainer.

The dark and dreamy visual picks up where “What Kind Of Man” left off. Literally. Director Vincent Haycock, who will collaborate with the band on videos for all How Big How Blue How Beautiful tracks, explains the ambitious project. “[What Kind Of Man] is meant to set the tone, establish some of the themes, choreography and visual style for what’s to come,” he reveals. “It’s obviously about relationships, but it’s also about Florence traveling through our version of the Divine Comedy. So in essence this video is the first layer of Hell.”

That makes “St. Jude” another glimpse of Florence’s hellish journey. She’s carried (by a lover/captor?) past a very creepy church just before the break of dawn in a series of long shots. It’s ominous, ambitious and perhaps a little pretentious — but that’s all part of the Brit’s appeal. Watch up top.

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