Florence And The Machine have posted their new video for "Never Let Me Go," the fourth single from English indie rock band's latest second studio album "Ceremonials," an album absolutely packed with big, grand ballads. In its new video, a newly gothified frontwoman Florence Welch indulges in a bit of ice-rink romance, and things don't turn out too well. Upon the release of the video, critics praised Welch's gothic look and the video's dark atmosphere.Musically, "Never Let Me Go" is a downtempo power and piano ballad with elements of R&B and pop music. It has a piano-led instrumentation accompanied by thumping drums while backing vocals repeatedly sing "never let me go" throughout the song. Many critics noted similarities between the song and materials by other artists including Enya, Evanescence and Ryan Tedder-produced songs. The song received mostly positive reviews by critics who praised Welch's vocals and its balladry nature.
Lyrically, the theme of the song revolves around the sea and the ocean, and the song also talks about sin and redemption. Speaking about the song, Welch told Digital Spy, "The gospel thing comes from my obsession with hymns. I'm drawn to anything that has a hymnal quality, be it Spiritualized or dusty old albums by Georgian choirs." Welch takes us to the dark side in her latest video, and this isn't the video for you if you like closure and certainty.
The promo was directed by Tabitha Denholm and stars 'The Twilight Saga' actor Jamie Campbell Bower, who plays Welch's love interest. The clip match the almost supernatural tone of the song and sees Welch in a black hoodie as she enjoys a good time with a boy she met in a dark place. The pair together skating and shots of a dirty water trickling down Welch's face and hands are shown. The joy ends as soon as it starts, leading her to be covered in black gooey substance, and pouring from her mouth before she appears to melt away to nothing.
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