Indie Pop Music Video Analysis: Ellie Goulding - On My Mind

I decided to research into Indie Pop music videos as I believed it would extend my knowledge on how different artists are represented in the music industry. Although my analysis on Ed Sheeran and Catfish and the Bottlemen gave me a clear understanding on narrative and how male artists are presented in their videos, I was unaware on the difference between the gender of the artist. In Ellie Goulding's music video for 'On My Mind' her persona struggles to over come a difficult relationship with her ex partner. The difference between the two characters is evident as the male antagonist appears to have all the control. He uses money, adultery and material items to maintain this inequality throughout the first section of the video. In addition to this, Ellie conforms to the 'Male Gaze Theory' as her lack of clothing suggests that her body is used in order to sell her music. This concept has not occurred in the videos I have previously studied for the Indie genre where male artists feel the need to expose their body to attract an audience.

Although my artist is a male and will not feature in my final edit, I believe it was important to consider the differences between the gender of the artist and whether that had an impact on the creativity of the music video. This knowledge will be useful for future projects as it has changed my perspective on how important star image is to those making music.