October 5, 2011 16:12
Florence and the Machine debut video for 'Shake It Out' – video
Singer previews new album 'Ceremonials' with suitably strange promo
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Florence And The Machine have debuted the video for their single 'Shake It Out', scroll down to the bottom of the page and click to watch it.
The track is the first to be formally released from the band's new album 'Ceremonials', with another track 'What The Water Gave Me' also available to be heard online.
The video, which has been directed by Dawn Shadforth, who was also behind the camera for Hurts' 'Wonderful Life', Oasis' 'The Importance Of Being Idle' and Kylie Minogue's 'Can't Get You Out Of My Head', features a 1920s style masquerade ball.
Asked about the video, Florence Welch described its look as "a psychedelic 1920s dress party with a demonic twist. Possession meets The Great Gatsby".
'Ceremonials' was recorded at the iconic Abbey Road Studios with Paul Epworth, who also produced Welch’s debut 2009 album as well as some tracks on Adele’s '21'. It will be released on October 31.
To read all about Florence And The Machine's secret comeback show, pick up the new issue of NME, which is on UK newsstands now or available digitally.
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