1. Florence & The Machine-Drumming Song http://www.youtube.com/watch?v=pwsg3Czyl78&feature=channel Released as a single from album Lungs, in 2009.

2. What Is The Song About? Judging from the lyrics, they are an almost internal monologue of feelings of a girl who has an impulsive and strong attraction or infatuation with someone, of which she is reluctant to keep and maintain. Her feelings are almost torture to her and she speaks of them as ‘echoes’ that haunt her and depicts them as a loud noise that will not give her peace. The ‘drumming noise’ that is described as ‘sweeter than heaven and hotter than hell’ is a representative of these feelings. She feels that this attraction and her feelings for this person are apparent as they are so strong - ‘I swear that you could hear it, it makes such an almighty sound’. Speaks of trying to ‘clear [her] mind’ of this attraction and her thoughts of this person by making attempts to drown out the sound of the ‘drumming’ –here being the source of her feelings, but she cannot escape the way she feels. The ‘drumming’ just gets ‘louder and louder’, filling her head. In conclusion the song appears to be a representation of the feelings of a girl who is infatuated or in love with someone, but her feelings for this person are overwhelming, yet she cannot run away from them nor escape them.

3. Video Type The video to this song is strictly performance, the artist Florence Welch performs a dance routine, with back up dancers in elaborate, provocative costumes. This is an unusual contrast to the conventions of the Indie/Alternative genre as although performance is a key concept used by artists of the image-centered genre, provocative costumes and dance routines are territory more so of, Girl Groups or R&B artists. It is therefore interesting to explore and understand the artists use of these concepts adopted from opposing genres.

4. Perhaps Florence Welch is the first Indie/Alternative artist to make the bold move of including apparent ideas within her music and music videos that are visually representative of the genre’s movement from an ‘independent’ and unique movement to a more mainstream product. As a result of this, the video is neither amplifying of the songs lyrics nor illustrative, but contradictory. At no one point are the lyrics of the song visually reflected on screen. Similarly, what we see on screen in no way portrays the message or ideas presented in the lyrics either. On the following page I have typed out the lyrics to the left and on the right inserted images of what is seen on screen as those lyrics are heard. As you can see my previous claim that there is no correlation between lyrics and video is supported.

5. There's a drumming noise inside my head That starts when you're around I swear that you could hear it It makes such an all mighty sound There's a drumming noise inside my head That starts when you're around I swear that you could hear it It makes such an all mighty sound Louder than sirens Louder than bells Sweeter than heaven And hotter than hell I ran to a tower where the church bells chime I hoped that they would clear my mind They left a ringing in my ear But that drum's still beating loud and clear

6. Despite the music video having mainstream R&B and Girl Group tendencies, to an extent it does meet the requirements of an Indie/Alternative teenage target audience. As the video is strictly performance the audience are given opportunity to examine and admire the artist and derive from them attitude and fashion inspiration. Something of which audiences previously interviewed claimed strongly attracted them to the genre.