The music video for Moose Blood's song 'Gum' was released onto Youtube on May 19th 2015. The video relies heavily on narrative which illustrates the content of the lyrics, however it is also performance based, with the band making appearances throughout in the form on them performing the song on the male character's front garden and also in his bedroom, where he is seen listening to their music and with a banner for the band on the wall. These star appearances are requested by the record labels in order to give the audience a sense of connection to the band.
The video features a hazy aesthetic which is echoed throughout all of their music videos and is almost a motif for the band itself. Another thing feature that could be considered a motif would be the fairy lights that are heavily featured in the video, and also in all of Moose Blood's videos and live stage performances. This 'look' that the band has makes them easily identifiable for fans and audiences.
Goodwin mentions in his theory that there are frequent references to the notion of looking and the voyeuristic treatment of the female body. In the music video for 'Gum', an example of voyeurism is at the point in the video in which the male character pulls across the curtain to look out of the window at the female character and also when they are both walking down the street together and the male character is seen just looking at the female character.
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