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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 The song was originally made for the soundtrack to Despicable Me 2.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.

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Happy case study

  • 2. 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.
  • 3. 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.
  • 4. 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.