Florence + The Machine Debut "Lover To Lover"

Florence + The Machine unveiled a searing new live video for their latest creation "Lover to Lover," the most soulful track from English indie pop band's newly released sophomore record "Ceremonials." According to their official website, the frontwoman Florence Welch wants listeners to get lost in their songs, telling, "It's something overwhelming and all-encompassing that fills you up, and you're either going to explode with it, or you're just going to disappear."
While the majority of Florence + The Machine's music videos tend to lean toward the theatrical side, the powerhouse singer's visual for "Lover To Lover" concentrates less on fancy camera work and more on capturing raw talent delivered during a flawless performance. Directed by Arni and Kinski, the clip shows Welch belting out the catchy tune while her band-mates accompanied her vocals with just a harp, guitar and keyboard. It's all about mood, lighting and Welch's impassioned vocals.
Welch's lyrics on "Ceremonials" are a bit on the darker side, and this video follows suit. As Welch wails, "There's no salvation for me, no," she and her band are enveloped in shadows; Welch's voice is nearly impeccable, clearly exercising the ability to draw in anyone who is listening, and the lighting on stage just adds to the striking effect her voice has on the audience. "Lover To Lover" puts the viewer in an all-access, front row seat at a live Florence + The Machine performance. Melodramatic lighting and thoughtful close-ups of sparkly harps mimic the tone of the song's emotionally charged tale.
The lighting effects evoke the dark moodiness of Welch's words. The darkness of both the stage and the lyrics provides a sharp contrast to the bright, sunny sound of the keyboards and harp. Conversely, the happier instrumentals reflect the acceptance of the rest of Welch's chorus. Welch gives her all throughout the performance, but she really starts to lets loose in the final bridge. We finally get to see her signature ethereal dancing, which she uses to signify the closing the notes. Additionally, Welch's vocals are at their most powerful in the song's conclusion. She begins at a soft stage whisper and gradually builds to a soaring crescendo.