Ellie Goulding is an English pop singer-songwriter whose 2010 debut album reached number one on the UK Albums Chart. Research into her target audience showed it is primarily females aged 15-44 from middle-class backgrounds. Her music has seen chart success in multiple countries and increasing popularity in the US has led to touring there. To reflect Goulding's audience and genre, the video will use costumes and a love story narrative commonly seen in pop music videos.