Florrie

Florence Arnold

On a whim you’d equate Florrie’s sound with the short-lived Euro pop everybody gets into on occasion. On first listen you’ll realize the beats are quite infectious, presenting themselves as ingenious and unique. At that point you’re just waiting for some really bad English vocals to surface—perhaps heralding from an Eastern European nation, whose heart is set on finally winning the Eurovision contest, but Florrie doesn’t fit that kind of mould. She is vocally, lyrically, and musically, very accomplished. Her song, “Left too Late,” is a touching serving of electro pop, sound tracking a fashionably transient airport moment, or even a crotch rocket speeding on a motorway in Europe. A look into her abridged but impressive discography, alludes to the artist’s multi-faceted styles. “Call 911” has a compelling hook and the rap on the track is reminiscent of The Ting-Tings.

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A British bombshell, Florrie promotes her music mostly through social networking and a DIY style of music marketing. Unsigned, a lot of her material is available for free download on her website, and her partnership with Fred Falk, the French Based house producer just makes her cooler than any other songstress on the scene these days.

She admits to having a penchant for the Spice Girls, loves Ladureé macarons, and has used fashion as a propellant to advance her career. To promote her single “I Took a Little Something,” she worked with director Justin Wu and partnered with Dolce & Gabbana who furnished the video’s complete wardrobe. The results were stunning, both visually, and musically. Simultaneously riding the waves of fashion and music, Florrie, also known as Florence Arnold, is now the face of Nina Ricci’s L’Elixir perfume. For the advert, she covered Blondie’s “Sunday Girl.”

Yet behind all the opportunistic collaboration, which is funding her music project, Florrie most certainly isn’t, is a manufactured act. At the young age of 24, she has paid some notable music dues. Springing from an instrumental background, she played the drums for acts like Girls Aloud, Kylie Minogue, and the Pet Shop boys.

Whether Florrie will get signed is a matter that is yet to be determined. Nonetheless, her current MO seems to work really well. Since the digitization of music and the readjustment record labels are undergoing, music acts across the world are coming up with different strategies to do things their own way. In Florrie’s case, the fact that she’s yet to be signed but continues to gain a lot of momentum, is part of what keeps her really interesting.

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