Florence and the Machine - How this band markets itself

At the early stages of the band’s existence, Florence and the Machine’s music received a lot of attention across the music side of the media, especially from the BBC even before they became big and famous. Specifically, the BBC played a large part in their rise to success, by promoting Florence and the Machine as part of ‘BBC Introducing’, soon gaining mainstream success.

The band started off by playing at a handful of gigs in and around London and in August 2007, the band performed at the debut year of the 1-2-3-4 Shoreditch Festival, performing on the MySpace Main Stage. In May 2008, they supported MGMT on tour in Europe. The fact that the BBC also helped to promote their work meant this led to them playing at music festivals in 2008, including Glastonbury, Reading and Leeds festival and Bestival. The band also played at concerts for Teenage Cancer Trust charity events at the Royal Albert Hall, which all in turn led to the release of the band’s debut album, ‘Lungs’, which was released on 6 June 2009, which held the number one position for 2 weeks in the UK Album Charts.

The band now currently own their own website where they blog and keep their audiences up to date with important dates, such as upcoming events and concerts. Their music is also available to buy online on sites such as iTunes, as well as 'Spotify', where certain account holders can hear their album's for free. CD's are also advertised on television adverts as well as being advertised on popular online sites such as Facebook where the audience can buy in store or even on sites such as 'Ebay'. Florence and the Machine are also releasing tour dates on their online website and through the BBC, which promotes their work and therefore puts their work out in the market for their target audiences.