The main feature is this video is obviously Ellie due to her trying brand the song and to sell her image, there are many different shots of her for example, there is one of her on airport runway. They then have a party/rave at this place when it gets dark and the lights have all turned on with flares and of course Ellie has changed clothes.
Although, this song has a subtle storyline to it of young people running away from something or to somewhere and end up in a field and take lights out of their bags and place them there on the field. This music video is mostly and performance video due to Ellie’s frequent appearances and lip syncing. Overall the main purpose of this video is to create a sense of summer and to allow the song itself to be branded as her own as originally it was sung by Leona Lewis then omitted from Leona’s third studio album known as Glassheart (2012). This song is a reissue from her second album Halycon (2012) this to me also represents her trying to make her fans buy her tickets for her upcoming tour and also to try and make new fans along with this. However, although it may be uplifting this song and video was released during the summer months and does include bass/ pop lyrics this is also an attempt to make it well into the charts at the time.Įllie Goulding herself is also trying to create an image for herself and her brand (symbol featured at the end of the video) this is quite important to her career at the time as she is having a tour in October and was featured at the iTunes festival. I believe this song to be uplifting and inspirational, this was portrayed in the music video quite well For example there is a part where the atmosphere created is quite solemn. This video like many others is made to cause a reaction or emotion from the viewer. This is clear due to the main focus of Ellie herself and the visual referencing to the lyrics in different shots.
The main purpose of this video is to promote the song and the artist (Ellie Goulding).
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