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.

1. Pitch Katie and Lucy

2. Ellie Goulding Ellie is an English singer-songwriter. In 2010 she was recipient of the Critics' Choice Award at the BRIT Awards Her album went on to debut at number one on the UK Albums Chart and sell over 380,000 copies by the end of 2010. Her music is considered electro/pop genre

3. Audience It is necessary to have target audience in mind when producing a video to go with a song for it to be successful. This is so that they know how to specifically aim it at a certain audience and know what they want. To establish a good idea of the target audience for the artist we have chosen, we have researched fan pages on social networking sites such as Facebook, Myspace and Twitter and also looked at magazines that the artist has featured in and have used the National Readership Survey to find out who reads those magazines to try and get an idea of who listens to the artist.

4. The NRS feedback tells us the people who read the magazines our artist featured on is females aged between 15 and 44 in socio-economic group ABC1 - (lawyers, teachers and other occupations such as "white collar" office workers, bank clerks and nurses). Alongside my other research, this leads me to predict the main audience of Ellie Goulding, would be similar.

5. Record Sales/Chart Hits Ellie Goulding has had hits in the top 10 UK chart, her debut album reaching number one. She has featured in over seas top 40s in places such as New Zealand, Austria and Sweden. She has also performed several small scale tours of the UK and is this year - due to popular demand - touring in the USA.

6. How will it reflect the audience/artist/genre? We will use costumes that reflect similar clothes the target audience wear. We will use a narrative that they can relate too - relationship/love. Both of which reflect the pop genre.

7. We will stick to a similar theme to that of Ellie Goulding's other videos and use common conventions of the artist. For example stars are often featured on her album covers and posters and we will incorporate these ideas into our own Digipak and advert.

8. Key Ideas Girl walking alone, looking sad. Cutting to clips of her and a boyfriend playing and walking the same route together in the past. Costume:We will use the same costume in the video as we did in our Digipak and advert When she is filmed with her boyfriend she will be wearing different clothes

9. Location