In an industry first that takes innovation in music well beyond a few good riffs, a great falsetto and a topless video, Pharrell Williams follows up on the successes of ‘Get Lucky’, Robin Thicke’s ‘Blurred Lines’ and ‘Lose Yourself’ with a 24hr music video for his next single ‘Happy’.
Outdoing Michael Jackson’s epic 39 minute movie/videos with a video that lasts a full day, Williams makes music history and makes us smile while doing it. Shot in LA, the video sees Williams and a host of celebrities making cameo appearances with some suitably chipper civilians getting in on the fun too. Celebs involved include Steve Carrell, Jamie Foxx, Kelly Osbourne, Jimmy Kimmel, Tyler the Creator and Magic Johnson.
Expect uninhibited dancing plus some lip-syncing and although it’s the ordinary people that really make the video special, you have the option of clicking through to the parts starring Pharrell using the ‘P’ button. Viewers can also fast-forward to any point in the 24hr period by clicking on any time on the clock.
‘Happy’ plays on a loop in the background for the duration of the all-day, all-nighter so it’s a good thing that the song itself is a hit aside from the revolutionary presentation and the ground-breaking interactive element. Share your favourite moment of the video via social media and comment on any portion of it. It’s marketing genius as far as free link-building and blog appeal go but the Happy-factor is so contagious that you won’t even mind being used for free PR.
‘Happy’ is produced by Iconoclast and directed by We Are from LA who created the first interactive music video/ iPhone app for Cassius’ single ‘I love you so’, 2010.
See the full Happy video here –