Narrative Music Video
Florence & The Machine 'What Kind Of Man' by Vincent Haycock
Following the delightfully dreamlike teaser for the third Florence album How Big How Blue How Beautiful, the first music video proper is a much more intense proposition. But on the basis of Florence's previous collaborations with director Vincent Haycock, such as the powerful Lover To Lover, that shouldn't be a surprise.
But the video for What Kind Of man achieves to a surprising new level of emotional and physical exposure as it evolves into a non-linear drama, depicting a love that’s gone painfully awry. Shot in Mexico, it's riveting and cinematic in equal measure. And in the most surprising and disturbing dance sequence, after her vulnerability in her relationship is revealed - she is thrown to the dogs.
Choreographed by Ryan Heffington, hordes of hungry men threaten to consume what is left of her after the wreckage. Scrambling to regain control, she has barely enough agency left to react. And if that isn't enough, the video features one of the most shocking vehicle collisions caught on camera...
The narrative estruture to this video is beautiful and breathtaking they create a story by contemporary dance, muse en scene, motions and actions.The story drives the audience into the lyrics of the song. Taking in the full intensity of the narrative to the music video. Drawing audiences in with a powerful storyline creates vivd lyrics for the song and a breathtaking music video.
