Editing

• Through the most common form of editing associated with the music promo is fast cut montage, rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing, there are videos which use slow pace and gentler transitions to establish the mood.
• This is particularly apparent for the work of many female solo artists with a brand audience appeal, such as Dido. 
• Often enhancing the editing are digital effects which play with the original images to offer different kinds of pleasure for the audience. This might take the form of split screens, colourisation and of course blockbuster film style CGI. 
• Bitter Sweet Symphony - quick cuts, narrative is a man walking down the street, close up, mid shot, point of view, depth of field