Ellie Goulding is an English singer-songwriter who released her third studio album 'Delirium' in 2015 with the lead single "On My Mind". The music video for "On My Mind" tells the narrative of Ellie's character experiencing relationship difficulties with her boyfriend in Las Vegas. Through the use of establishing shots, close-ups, and mid-shots promoting Ellie's image, the video shows her frustration with allowing him to be "on her mind". By the end, through the use of low angle shots, her character separates from her boyfriend and money to gain back power and move on.

1. ‘On My Mind’ Music Video Analysis

2. Background Information
• Ellie Goulding is an English singer, songwriter and multi-instrumentalist.
• She signed to Polydor Records in 2009.
• In 2010 she won the Critics Choice award at the Brits. In the same year she released her
debut album ‘Lights’ which debuted at number one in the official UK album charts.
• Her cover of Elton John’s ‘Your Song’ reached number two on the official UK top 40. She
then performed this at the Prince William’s wedding reception in 2011.
• Her second album ‘Halcyon’ was released in October 2012 where it debuted at number
two in the official album chart. After 65 weeks, it finally became number one.
• ‘Halcyon Days’, a reissued edition of ‘Halcyon’ was released in 2013 and featured Ellie’s
first UK number one single ‘Burn’.
• At the 2014 Brits she received her second Brit award for Best Female Solo Artist.
• She released her third studio album ‘Delirium’ on 6 November 2015 with ‘On My Mind’
as her lead single.
• She is currently on her world tour for her third album where she is said to ‘have a break’
from music after seven years touring.

3. On My Mind Analysis
• The video is set in Las Vegas where the female protagonist (Ellie Goulding)
is experiencing relationship difficulties with her boy friend. The video
implies that though she was once in love with her partner, his interest and
obsession for material items and money drove her to loathe him. Towards
the end of the video the protagonist becomes frustrated that she allows
him to be ‘on her mind’ despite the way he treats her. In result of this, she
tries to find a solution by confronting her partner and separates him from
his money to indicate that he has now lost everything.
• Although the video follows a strong narrative, there is a performance
element included specifically to promote Ellie’s star image. She is not
shown playing her instruments, but by being seen singing her own song
convinces her audience that she has experienced the situation of the song
and can turn that experience into a hit with her musical abilities.

4. Establishing shots
• These shots are used to establish the setting
in which the narrative takes place. Deciding to
use Las Vegas as the main location
automatically tells the audience that
something either has gone wrong or will go
wrong based on the stereotypical stigma
attached to this certain area eg money
problems, weddings, fights etc.
• The continuous use of establishing shots
throughout links in with the lyrics ‘and I just
don’t understand why I got you on my mind’,
as it reminds the audience that the
protagonist is stuck in a loop trying to get
over her partner in a place where she is
surrounded by things that relate to him.

5. Close ups
• The purpose of close-ups
in this video is to amplify
the artist’s emotions to the
audience. Whenever a
close-up shot is used, the
audience acknowledges
Ellie’s face and
subconsciously understand
how she is feeling. She
successfully engages with
the viewers and helps
deliver the protagonist’s
miserableness in the
narrative.

6. Mid-Shots

7. Mid-Shots
• Mid-shots are very important in this music video as they are intentionally used to
promote Ellie’s star image. Ellie features in these shots wearing a limited amount of
clothing which exposes her body to the audience. Where many viewers may have the
interpretation that the artist is expressing her body confidence, others especially
feminists may argue that this is in result of male gaze being a predominate way for
female artists to sell music in the industry. Wearing low cut dresses can be seen as
exploiting her body in order to gain the attention from a male audience which she might
have not achieved if she was fully clothed throughout. These shots challenges the
stereotypical conventions of the indie music videos as women in these genres are usually
more reserved on sexualising their image to promote their music.
• From a narrative approach, Ellie’s lack of clothing in these shots suggests that she is
feeling vulnerable and alone in this relationship. She may believe that she can only
attract the attention of her boyfriend by wearing less, therefore making her conform to
her expectations as a female. However, as the video progresses, the mid-shots of her
naked back may suggest that she is feeling empowered and strong by walking away from
her relationship and leaving behind all the material items that reminds her of her
boyfriend.

8. Low Angle Shots
• Towards the end of the video, there is a greater
use of low angled shots used. This represents
Ellie breaking away from her controlling
relationship and gaining back power over her
own life again. These shots deliver a powerful
message as it encourages audience members to
leave bad situations despite it being difficult to
forget about them.
• She is featured wearing more clothing in these
shots which may suggest that she can now
present herself without the pressure of
conforming to her expected female role.
• The horse in these shots may also suggest her
change of status in the video. As a horse is
associated with ‘cowboys’ and other ruthless
groups in this region of the world, she takes on
this new persona to show her character
developing and moving on after her past
experiences.

9. Sound: Meaning Behind the Lyrics
The song remains very pop sounding,
however Ellie’s voice adds an element
of indie/folk to the track.
It has a distinctive sound which
identifies Ellie to her audience and
separates her from other female
artists in the charts.
The lyrics indicate that Ellie is having
relationship difficulties. Although she
recalls all the flaws in her previous
relationship, she is confused why she
cannot move on from and
continuously thinks about her ex.
These themes about love and past
experiences fits in with the indie
theme as it is personal to the artist
and allows her to connect with
listeners who may also be facing
relevant problems.

10. Edit
Titles
• The titles used introduces
the artist, the track title,
the director and finishes
off the video with ‘The
End’. This makes the music
video resemble a short
movie and promotes Ellie
as the main star in the
production.
• Font: The font uses adapts
a western/cowboy theme
which relates to the setting
and narrative of the music
video. It breaks away from
the stereotypical indie
conventions as it
resembles a country
theme. This could be a
strong tactic to use in
promotion as it will attract
a wider audience who
usually would not choose
listen to indie/pop music.
Clips
• Vintage clips have been
edited into the music video
to give it a more western
styled look. It suggests that
Vegas has on going problems
with money, gambling and
gangs which seems to be
part of the antagonist’s
problems with her
boyfriend. By including
vintage looking clips gives
the video a more indie vibe
despite it appearing to be a
country styled video. This
will appeal to Ellie’s existing
fans who enjoy her Indie
roots.

11. Gender Representation
• The start of the video highlights
the main concerns with the
‘Male Gaze’ theory.
• In this music video the gender
roles are very unequal. At first
Ellie is living in a patriarchal
society where her boyfriend
has control over their
relationship. This has been a
relevant issue for a majority of
women throughout history and
is used in this video to amplify
the negative effects it has on
women.
• The male character is dressed in
red which symbolises danger,
power and sex. It subtlety gives
the impression that he is the
antagonist and is the reason for
Ellie’s downfall. This contrasts
with Ellie’s choice of clothing as
she is shot wearing plain, dull
colours to dim her importance.
• However, at the end of the video we experience a
change in role. The male character loses his status
as Ellie’s persona takes back control over her life.
His grey suit reflects his miserableness and takes
away any signs of power that he once had over
their relationship. This breaks the ‘Male Gaze
Theory’ as the female becomes the focal point and
celebrates her new role in society.