Florence Welch said she was initially resistant to creating the viral content her label wanted.
earlier this year, her label kept asking her what she was going to do on the video-sharing app to help promote the album, noting that going viral could potentially help boost streaming numbers. Her response to her label, according to Welch?“Oh, I actively don’t want to go viral. Anytime anything of mine has gone remotely viral, it’s filled me
she recalled. “My fans, the people who follow me, are not going to believe that I just suddenly decided to do TikTok.”performing a snippet of her song “My Love” in March. She captioned the a cappella clip, “The label are
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