MIMO - When Music is Your Fix

Pharrell Releases 24 Hours of “Happy”: Video

This must be a week of video “firsts.” A couple of days ago, Bob Dylan released an interactive, 16-channel flip-through video for his classic hit “Like a Rolling Stone.” Today, R&B artist/rapper/producer Pharrell Williams has released the first-ever 24-hour music video for his tune “Happy” off the Despicable Me 2 soundtrack.

In a nutshell, the video plays the song “Happy” on repeat while person after person sings and/or dances in various public places over a full 24-hour period, noon to noon, and literally finishes full-circle so that if you are obsessed enough, you can play the video in an endless loop. The 24-hour video features the occasional celebrity cameo, including Steve Carrell, Bonnie McKee, Jimmy Kimmell, Magic Johnson, and others—and of course, Pharrell himself. Each rendition of the song is basically done as one take, with seamless cuts done between them in the tradition of Hitchcock’s Rope.

Okay, so from one perspective, it’s hard to look at this one as more than a publicity stunt. (Come on,  guys…how many of us are really going to watch 24 hours of this? Disclaimer: I haven’t.) Thankfully, Pharrell has made it easy to scan through it with an interactive interface at 24hoursofhappy.com (provided you can get it to load—Safari kept locking up trying to load it, and I had to try Firefox). You can skip a full song length forward or backward using the left/right arrows, or click to any point in the video on the 24-hour dial in the center. Pretty ingenious, actually.

And to the song and video’s credit, “Happy” is a pretty catchy tune, and you’ll likely find yourself smiling as you watch a lot of different people dance, sing, and otherwise get into the song. (Heck, you might even want to make your own video.) But fair warning: I defy anyone to watch this entire video all the way through without being absolutely sick of the song when the video is done. Or just sick, period.


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About the Author

on MUSIC IS MY OXYGEN WEEKLY.

David Tillman is an independent composer/arranger whose primary work involves writing jingles for commercials for radio and television, with several film and television placements to his credit as well. David has a fascination for all things related to the music business and the music industry in general, an obsession which his wife finds to be mildly unhealthy at times. His personal tastes in music are in electronica and industrial rock, and include The Chemical Brothers, Daft Punk and Nine Inch Nails (he loves that Trent Reznor is writing soundtracks!). When not in his office or in his man-cave, David enjoys skiing, hiking, the occasional game of golf, and sometimes just lounging by the pool. David lives with his wife and three children in Los Angeles, CA.

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Posted in: Featured, R&B Music


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