In an interview with Vincent Haycock the director of What Kind of Man:
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Last week saw the arrival of the Vincent Haycock-directed music video for What Kind Of Man, the first promo from Florence + The Machine's forthcoming album How Big, How Blue, How Beautiful. It's also the opening chapter of an extended project that will be unveiled through future music videos.
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You worked with Florence on Sweet Nothing with Calvin Harris, and then Lover to Lover – probably her last video project before this one. Have you been in contact ever since? And when did you start talking to her seriously about this project?
Lover To Lover was Florence's last creative output before her break. We both felt like we hadn't finished what we started on that video. I wanted to continue working with her as an actor – we even spoke about doing a movie or something long form. Once I started hearing demos and speaking to Florence about life between albums, inspirations, heartbreaks, lovers, weather, music etc, we quickly began concepting a bigger story, and the idea of doing an entire album of videos grew organically.
It’s the first chapter of the How Big, How Blue, How Beautiful odyssey. It's 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.
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As a narrative, it’s very suggestive and non-linear. Did you envision it that way from the beginning of the script process?
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.
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What can we expect from the next Florence video?
I don’t want to give away anything but I will say that this album is really a pleasure to make videos with. It spans a broad spectrum of songs – some are slow and emotional, some are anthemic and raw. My goal is to create videos that will follow the music throughout, guiding us through each layer of the How Big, How Blue, How Beautiful odyssey.
