Very early in this thread, I wrote:

Forget the folk tag - get into pubs and other music venues like, say, the Komedia in Brighton.

I've just watched this YouTube video - which was filmed in the Marlborough Theatre in Brighton, as it happens - and see no reason to alter what I said.

Brighton is the scene for a fair number of new bands just like this to make their debut, at places like the Marlborough (ironically, the scene of a very good folk club for many years) and the Komedia. British Sea Power was another interesting new band from the area, for example.

You can see the difficulty they might have in pitching their style at a particular market sector though, can't you? It's not exactly the Trades & Labour Club/Social Club circuit, or the X-Factor audience. I wonder how they might have gone down in the Kursaal in Southend... The acoustic instruments, the rather fey costumes, the songs themselves - for them it might hint at folk festival audiences more than anything else.