Florence Welch calls it the "sigh heard 'round the world."
Tasked with creating some online buzz ahead of the release of the latest album by her band Florence + the Machine, the 35-year-old British singer pointed a camera at herself recently to record a short video for TikTok — a video that begins with her exhaling theatrically before she sings a few bars a cappella from her song "My Love."
"The label are begging me for 'low fi tik toks' so here you go," she wrote in the clip's caption. "pls send help." For emphasis she signed off with a skull emoji, as if to tell her fans that this newfangled digital marketing effort was slowly killing her.
