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The MTV VMA Surprise: Florence and the Machine

Florence Welch of Florence and The Machine has

Florence Welch of Florence and The Machine has five nominations in the 2010 MTV Video Music Awards for "Dog Days Are Over." Credit: Universal Republic Records

Tucked in among MTV's record-setting number of nominations for Lady Gaga and the eight for Eminem is a pleasant surprise: Florence and the Machine.

Now, chances are, unless you're British (or an avid reader of the Backstage Pass, I guess) your reaction to Florence's mighty five nominations was -- "Who?!" Well, that won't last.

The timing of her nods, which includes one for video of the year for "Dog Days Are Over," actually couldn't be better. Though Florence was a smash in England last year, her American publicity machine is only starting to rumble -- linked to the high-profile placement of the song in the trailer for the Julia Roberts' soon-to-be-blockbuster "Eat, Pray, Love."

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