Wikipedia:"The Pierces are a New York-based band. The principal members are sisters Catherine Pierce and Allison Pierce. Their genre is Alternative,Folk rock & Pop rock."
So it is not your mainstream pop music. The music video reflects on the song and has a rather dark theme. It is a mixture of narrative and perfomance as the lead singer performs throughout almost the whole video.The main message of the song is quite straight forward and I believe they have succesfully elaborated on the lyrics with their music video. There are often music videos one might forget or not even watch until the end but this is definately one of those videos that you have to watch untill the end. This is because of its originality and individuality. The story of the video is about two friends, one tells the other a secret,the other pormises (on her life) not to tell anyone, eventually she does tell others, her friend finds out and kills her because "two can keep a secret if one of them is dead". In the video you can see a person that is supposedly dead because she did not keep a secret as the video moves on the audience is shown how and why exactly she(the leadsinger) decided to murder her.
The represantation of women in this video is actually negative because it impliments that a woman might kill someone for such a trivial reason as exposing a secret. Also we can see that after she murders her she "beautifies" her with make up,a wig and nail vanish. So even though she is dead what matters most is the looks. It also represents American culture in a way as "image is everything" and by exposing somebodies dark secret, you are basically threatening their existence.It also shows that the Band is creative and not scared to experiment and be different. The song is used in the intro of the American mystery teen drama television series Pretty Little Liars.
On YouTube you can see some of the audiences responses to the video e.g. :
"sounds creepy...i love it!!!" ; " I love how it sounds like its from the 1920's.. makes it sound creepy-ish.... Guess thats why i love it so much! :)" ; " Three may keep a secret, if two of them are dead.-Benjamin Franklin" etc.
