This shot of the music video goes back to the scary element The Pierces usually incorperate into their songs to suggest witchcraft. This is conventional as it successfully links to the genre and acts as a hook to interest the viewers into watching on, replaying the video or watching other videos from the artist. 

 

As it is a jump scare it successfully acts as something the audience will want to share with others and through this the music video is being promoted. Moreover the use of this jump scare makes the video very unique as it is a convention of horror trailers for instance but not often used in music videos. This sets this music video and the band apart from others are gives the audience something that other music videos may not.