Happy Case Study

Happy Facts Pharrell Williams made the first 24 hour music video which

involved various people from LA and some celebrity cameos dancing to his song 'Happy'.

The website for the 24 Happy launched on the same day. This is an example of cross media convergence. Users would log on to a different clip worldwide related to the time they visited. They could then share that clip on social media. The exchange of this song was actively encouraged and got a total of 11.5million views.

The 24 hour version was aired at Buenos Aires Film Festival. This is a good example of a mass product appealing to a niche market.

A few weeks later the 24 hour music video edit footage was released on YouTube a few weeks later a reached 668 million views.

More Happy Facts The song was originally made for the soundtrack to Despicable Me 2.

Some characters appeared in the video possibly for the inter-textual reference but otherwise had no connection to the video.

The video was directed by French production team 'We Are From LA', filmed using a Steadicam so that they could make sure the shots were easy to film while walking and to make sure they weren't shaky.

It won the Grammy Award for the best music video and for best pop solo performance in 2015

Through the active embrace of digital technology, exchange and changes in copyright, the song had a massive global impact in which thousands of cities and countries recreated the video tag-lined 'We are Happy from...', some even got over 3million views on YouTube.

Not so Happy facts Iranian laws forbids women being

unveiled in public and dancing with members of the opposite sex.

35 years of conflict with the USA means their government do not take kindly to Western cultural influence in Iranian society. The video had 1.5million views - mainly in Iran which worried the Iranian government.

Iran has a very young population who are very liberal - it was seen as a clash of values and generations.