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Music Marketing Florence and the Machine Brand Strategy

Spotify weaves a spell on Florence + the Machine audiences with tapestry ‘billboards’


By John Glenday, Reporter

May 16, 2022 | 2 min read

Spotify is bringing tapestries back into fashion on behalf of indie-rock group Florence + the Machine with a tribute to lead singer Florence Welch.

Florence + the Machine billboards

The tapestries are on display at Dulwich Picture Gallery

A series of wall hangings depicting the vocalist in Victorian repose has been commissioned to go on display at Dulwich Picture Gallery, coinciding with ‘Reframed: The Woman in the Window.’

The period piece foregoes uncouth roadside billboards in favor of a more high-brow marketing stunt to promote the band’s fifth album Dance Fever. The evocative medium harks back to a pre-print period of handcrafts when tapestries would be painstakingly woven.

Welch said: “Pre-Raphaelite art has been a musical and artistic inspiration of mine for years, brought to life most recently through the lyrics and album creative in Dance Fever. To be transported back to my favorite era and re-imagined in the style of the leading women who inspired Rossetti and Hunt is a dream I never imagined, on top of being hung in one of my most loved galleries in my hometown of South London.”

Safiya Lambie-Knight, head of music, Spotify UK and Ireland, added: “Further to the Dance Fever Tapestries, we’ve collaborated with Florence on an album experience on the app, giving fans exclusive content from Florence about her creative process and inspiration.”

Florence + the Machine haven’t always been so well received having been the subject of a 2015 Twitter tirade following their last-minute replacement of Foo Fighters as Glastonbury headliners.

BBC Creative employed tapestries to innovative effect for the 2018 Fifa World Cup in Russia.

Music Marketing Florence and the Machine Brand Strategy

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