“My Love” is the third single to be released from the upcoming album from British indie alternative group Florence + The Machine. “Dance Fever” is the group’s fifth album and is due to be released on the 13th May 2022 through Polydor Records.
Written and produced by both Welch and Dave Bayley – who is frontman of alternative pop group Glass Animals – “My Love” is most upbeat track out of the three singles released thus far. Lyrically, Welch is attempting to decide what to do with all this love that she holds and wants to give, but is unable to give love because the world is at a standstill. According to a press release was written by Welch during the the beginning of the pandemic, in the form of a “sad little poem”. Speaking to BBC Radio 1, Welch emphasised that despite the song’s upbeat melody and dance feel, it evokes a sad message:
“Sometimes the biggest dance songs, I think, have a really sad core to them.”
– Welch, BBC Radio 1 (2022)
The video for “My Love” was directed by Autumn de Wilde, who directed previous videos from the “Dance Fever” album. The video shows Florence in a 1920s style venue, performing to an audience that eventually gets up to sing, but change to the same group of female dancers viewers have seen in the previous music videos. The video ends with Welch on her own in the venue, with only the lamps on individual tables lit up. In four days, the video had over 1 million views and 62 thousand likes.
Read the lyrics to “My Love” here.
*All information accurate at the time of publishing.
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