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Florence + The Machine return with cinematic video for epic new single ‘King’

Florence + the Machine are back with a video for their new single, “King.”

On the epic new tune, frontwoman Florence Welch is looking at her identity as a woman in music. The vulnerable, yet powerful anthem sees Welch belting lines like “I am no mother, I am no bride, I am king” in her signature powerhouse vocals. Directed by Autumn de Wilde, the accompanying video comes packed with shots of Welch singing along to the tune in an extravagant purple cape, backed by ethereal dancers.

“As an artist, I never actually thought about my gender that much,” Welch explains. “I just got on with it. I was as good as the men and I just went out there and matched them every time. But now, thinking about being a woman in my 30s and the future, I suddenly feel this tearing of my identity and my desires. That to be a performer, but also to want a family might not be as simple for me as it is for my male counterparts. I had modeled myself almost exclusively on male performers, and for the first time I felt a wall come down between me and my idols as I have to make decisions they did not.”

Watch the video for “King” below.

Over the weekend, Florence + The Machine teased their return with mysterious letters and cards sent out to fans labelled “Chapter 1.” Since then, the Florence + The Machine website has been updated to show fifteen cards. One of those cards, the “King” card, was sent out to fans. The rest of the cards are face down.

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