Music Video Appreciation: Florence + The Machine “St. Jude”

Florence + The Machine’s newest album How Big, How Blue, How Beautiful won’t be released until June, but man, oh man, are the singles and videos building up the hype. Her latest video for “St. Jude” is magic to me. The song is ethereal and gorgeous, but the video has a very grounded feel to it. The way that the sounds of kids laughing or a passing man asking her a question weave into the song playback is super effective. It’s a pretty simple video outside of the trick with the birds at the end – which will definitely leave you wondering if that was found in nature or created in post (probably the latter, but music video magic makes it acceptable to believe the former) – but the distance traveled feels greater than the sum of its parts.

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