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- Continuity editing is broken to maintain attention and draw in the audience.
- Obvious edits are used: wipes/SFX/Jump cuts etc.
- Master shot used to give a structure to the video.
- Camera may move in time with the music.

In depth:
- Edits are more frequent and obvious than in film and will cut clips to the beat of the soundtrack.
- This will make it stand out as a disjunctive- where the editing will have a rhythmic to connected to the song.
- The editing is meant to be noticed and will be achieved through ensuring no single element "gains the upper hand".
- Powerful imagery may be presented to draw attention to the song and create a memorable video so the audience:
1) Remember the song
2) Purchase the song
Many effects are used: Focus-pull, wipe, fade to black, strobing) to create an aesthetically pleasing visual and draw the attention.

Directors need to have a "sense of openness" so any element may hit the audience at any time.

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Example 1: Mark Ronson ft. Bruno Mars - Uptown Funk

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Example 1: Mark Ronson ft. Bruno Mars - Uptown Funk

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Jump Cuts - Throughout the track, consistently: Woman walking at the start to the shot of the men high fiving.
Slow Motion - A few, such as the high five at the beginning and dancing at the end.
Obvious Edits - Overlay of Mark Ronson singing twice; spinning effect.
Camera moving in time - Hair-salon: Camera panning left and right to the beat, Street: rotating up and down to the dancers, Twist-up movement in the alleyway.
Eye contact w/ Camera - Throughout the song, Bruno is the main focus and Mark Ronson appears frequently; except in the concert.
Shots of Artist - Bruno Mars is more focused than Mark Ronson.
Base Tracks - 6
Editing in time - Long to closeup shots in salon and at the end, 6 cuts to the beat. https://thejewelerblog.files.wordpress.com/2015/09/uptownfunk2.jpg?w=584

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Jump Cuts - Balcony scene, each clap and jump; Beyonce cuts to a group of girls. Throughout the song (against continuity editing).
Slow Motion - Barely any: Time reversed shots slowed, putting on hat, jumping on bed. More fast motion when she's walking and jumping.
Obvious Edits - Dice in mouth, changing colours. Jump cuts are really obvious, including sound effects in the end (Foley) and manipulating time.
Camera moving in time - No movement except selfie stick scene in the hotel lobby. She dances in time with the song.
Eye contact w/ Camera - Throughout
Shots of Artist - She is in every shot.
Base Tracks - 10
Editing in time - Always in time with the song, each clap and jump will cut to a new moment in time.

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Both songs feature a very important and A-list artist, therefore there is a wide audience. On the other hand, Beyonce is known to empower women and so a more female leaning audience would appreciate 7/11.
Uptown Funk also has a wide audience due to its universal genre of Pop and the conventions of a very unique and vintage styled film, making both videos unique to the audience and attractive to watch.