Directed by Vincent Haycock...
'St Jude' screenshot

Florence Welch has always matched her music against stunning visuals.

Signalling the release of new album 'How Big How Blue How Beautiful', the singer unveiled the video for 'What Kind Of Man'.

Directed by Vincent Haycock, it marked a series of collaborations which would form the spine of the upcoming record.

Pt. 2 of this project is now online. 'St Jude' is a dramatic ballad, and the director responds with some tender yet striking footage.

Vincent Haycock explains “(What Kind Of Man) is meant to set the tone, establish some of the themes, choreography and visual style for what’s to come. It’s obviously about relationships, but it’s also about Florence traveling through our version of the Divine Comedy. So in essence this video is the first layer of Hell…"  

"We actually shot more narrative but it didn’t feel right to reveal everything upfront or button it up too much. This is the first of many videos that will explore the world we created, so I didn’t want it to end in the first video.”

Check it out now.

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