Music video: Flo go off and do what the song say, for their video for “Summertime”

I’m sure I wasn’t the only one who heard Flo’s EP and said to themselves and anybody else who would listen, that “Summertime” needs to be a single and get itself a music video. Well...obviously not. Because, here we are. With Flo having released a music video for “Summertime”. I don’t think it’s a single though, which is a shame. Because if it were sent to radio, it would absolutely get spun.

Oh. And the edit of the song in this video is absolutely what the EP version shoulda been. That shit was far too short.

This music video was cute. I’m usually not a fun of these types of music videos, but I think it was a great choice here, and a smart one. Not only was it very 2000s (in keeping with Flo’s sound and look), but much like groups such as TLC and Spice Girls; Flo aren’t short on personality and can carry a video like this. And much like TLC and Spice Girls, Flo also has a group member who is outspoken and will say shit that will get everybody else in trouble. Yes Jorja. I’m talking about you gurl. When Flo were asked on an Instagram Live if they liked Cardi B and Nicki Minaj, Jorja called out Nicki Minaj for being ‘married to a rapist’.

Did Jorja’s mouth fuck up a bag? Absolutely. Was she wrong though? Nope. If anything, knowing that Jorja knows what up and won't hesitate to say it made me like Flo even more. She is very much that member who will put their whole foot in their mouth, but also not be wrong when she does.

It’s nice to see a group on the scene with personality, talent and a team behind them who get the vision and are helping carry it out. It’s paying off, because Flo are steadily amassing themselves a sizeable fanbase online. Although I see more folk in the US talking up Flo than Brits. The US is a bigger market and the one every UK artist wants to break, so that’s no bad thing. And the fact that Flo are getting US attention without actively trying to get it, puts them in a good place. If you are a UK act trying to make it in the US market, you can’t actively chase that market. It never works. You have to let word of mouth travel to the US and spread there, and for the market to then discover you. It’s how it went down with the likes of Coldplay, Adele, Ed Sheeran, The Beatles. But the thing these acts all had in common, is that they were big in the UK, which helped put them on the radars of those in the US in the first place. So even with Flo already getting support from fans in the US, they will still need to do the work to really get their feet firmly in the UK market and make it big here. Also, you can’t let online fans and support skew how much actual support an act has. It’s one thing for thousands of people online in the US to talk about liking an act, it’s another for them to be buying the music and the tour tickets. This whole online shit has got the game really fucked up, and it’s easy to become disillusioned as to how successful you are if you JUST use online engagement as a measure. But I digress. Flo have everything going for them to make big success happen, and I hope it does. The game has been missing a Black girl group that can stick around for more than 5 minutes.

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