What makes a good pop promo?

Making a good pop promo in my opinion is all based on the genre of the band to begin with. You want the video to suit the music you are doing and too publicise well the band in a positive way, or however they want to be portrayed to their audience.

With a pop promo your objective is to sell that band, to sell that particular song to their audience or a wider one. Appealing to who you think it's worth promoting too.

Although many examples of the genre feature the macho rock stars and scantily clad dancers that have become cultural clichés, certain music videos are notable for their cutting-edge techniques and artistic innovations, and some of their directors have achieved auteur status.