As a very similar artist to my own band, I've decided that analysing Ellie Goulding's pop promo for 'Starry Eyed' would help me in defining this particular genre and learning about the star construction and codes and conventions of the indie/electro-pop genre.
The video is entirely conceptual, using two locations to express the look and feel of the song and artist. The pop promo is set in an elaborate mansion, almost fairy-tale-esque, furthering the image of the dream-like nature of the song in terms of lyrics and music. The second location is a dark studio where Ellie Goulding can be seen dancing, 'singing' and generally posing. There are some really interesting examples of mise-en-scene in the video that help promote Ellie Goulding and the lead song off her album; 'Starry Eyed'. Illustrating the lyrics, the video opens with blurry flashing blue stars which looks quite effective and sets the tone of the video, giving a subtle nod to the electronic qualities that the song possesses. This is furthered by the fact that Ellie has blue sequins in the shapes of stars stuck to her palms that she frequently flashes towards the camera, reflecting the studio lights which looks really effective. The costumes used in the video are quite typical of the electro-pop genre; Goulding wears a golden cocktail dress and heels and a black and white dotted t-shirt with a statement necklace combined with black jeans and oxford shoes. The latter is again an homage to Ellie Gouldings roots as a folk artist, bringing out the indie qualities in the song. There's also some interesting visuals in the music video such as the use of soft focus in the studio shots. Amongst the glowing blue stars mentioned before, the edges of the frame are blurred slightly, leading the eyes of the viewers to the centre- Ellie Goulding. There's a certain scene in the pop promo which is cut to regularly of Ellie laying on the floor, suddenly levitating whilst singing which is really effective as behind her is a blue toned light flaring into the camera, building a really nice silhouetted effect at times.
In terms of cinematography, to make for interesting viewing, the camera pans and zooms around shots, usually, but not always in time with the pace and beat of the song. This technique is furthered by using multiple angles of the same shot which are later edited together using continuity to make the audience feel like they're looking in at the artist from different aspects and positions. Though this range of angles is used throughout the song, the most prominent shot type is close-ups, making the audience familiar with the artist whilst asserting a star image for Ellie Goulding, which, as her first pop promo is important for the star construction and growing her fan-base. The editing for this music video is really the key factor for the definition of tone and pace. Following the beat of the song, cuts are made appropriately and the shot length is kept short which compliments the characteristics of the genre style shown with
the costumes, colours and locations. There are also two dancers/acrobats in the mansion which have been edited beautifully, creating a motion trail behind them (this technique is also used
on Ellie Goulding's hands at times in the pop promo). This effect is illustrated to the right.
This pop promo defines and promotes the image and style of Ellie Goulding well whilst constructing a unique star image through the use of close-ups, costumes, locations and props. Ellie Goulding is represented as an energetic, young female artist with a certain innocence to her which is signified by her wide smile, coy body language, minimal make-up and long blonde hair.
From this innocence and the nature of Ellie Goulding's simplistic visual approach to the genre, her audience is likely to be young females of an age range 15-25. Being a young, pretty female though there is of course an opportunity for the marketing towards males and the male gaze and the non-gender specific following of genres such as indie and electronic music make this hybrid of those genres a really wide-audience potential video which is, I think what has been achieved here. The energetic nature of the video, paired with the fun dancing and playful imagery in the pop promo enforce this very young representation and audience attraction to the branding of Ellie Goulding and I think it fits her, the song and her image well.
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