I just can’t seem to be able to escape from Florence and the Machine these days, espcially since their album won the Brit Award. Last night they sang ‘Dog Days are Over’ on Alan Carr’s Chatty Man. It was nice to actually hear them perform. Because almost every other time I hear them it’s on an ad.
Before I even knew who they were ‘A Kiss with a Fist’ was selling iPods. Then they seemed to take off ad-wise. Over Christmas ‘Dog Days’ was used on Channel 4’s many trails for the premiere of Slumdog Millionaire. ‘You’ve Got the Love’ was used to promote two TV shows, one of them being a dance contest thing on Sky. Now Sky are using the same song to promote, well, just Sky TV full stop. (Other people have noticed this too.) I even heard an instrumental version of YGTL as a backing track on a goals sequence on a football show recently.
Meanwhile the "Brit Awards single" (WHAT?) ‘You’ve Got the Dirtee Love’ by Dizzee Rascal, which mashes up the song with some rapping is never off Radio 1.
So the Machine has gone into overdrive. It’s great that a band with such a unique sound has become so universal. (And yeah I know it's the record company selling the rights, it's not the band engaging in naughty commercialism...) But, I have a big question: when are we going to hear some new songs?
There’s a risk that soon the songs we’ve got will be ‘over-heard’ and we’ll all be bored.
(Oooh, apparently there's a 'deluxe edition' 2-CD version of Lungs out. Hmmm.)