Found this article about these music videos and promotion of mind control. If you really want to understand what the articles is talking about read this :

This blond wig represents the concept of alter persona. The creation of alter personas is the main goal of Monarch mind control [url](if you don’t know what I am referring to, read this article first[http://vigilantcitizen.com/hidden-knowledge/origins-and-techniques-of-monarch-mind-control/]) and, coincidentally, products of Beta Kitten programming are often made to wear blond wigs. In the videos, this wig is worn by Maddie Ziegler, who is a typical child star raised by a twisted industry.

http://vigilantcitizen.com/musicbusiness/disturbing-message-behind-sias-videos-chandelier-elastic-heart-big-girls-cry/