The main image on the official website for Florence and the Machine, recording name of artist Florence Welsh, is a photo of the artist herself. It is placed in the centre, above the fold, so that it is the first thing that a visitor to the website sees. This reinforces her star image and allows her to connect with her audience by putting a face to the music. A pair of lungs, similar to those found in the CD Cover for the album Lungs, are used as the background for the navigation menu, which highlights them and makes them recognisable, establishing a recurring motif for the artist.
The website makes use of an audio player and video player, which are both placed above the fold. The video player autoplays upon load, which massively increases view counts and engrosses the viewer. Autoplaying the video attracts attention to it and increases the visibility of the artist and her music.
The navigation menu links to sections for News, a Blog, about the artist, Media, Video, Photo Gallery, information on the live tour and community features such as a forum and membership system. These allow for great interactivity with the artist and allow for fans to be closely connected to the goings-on of Florence and the Machine, staying up-to-date and the first to know about new singles, albums, tours, etc. This improves record sales and the financial viability of the artist to the record company.
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