The document summarizes key facts about Pharrell Williams' 2014 song "Happy" and its accompanying music video. It discusses how the video was filmed over 24 hours across various locations in LA with cameos. It gained over 11.5 million views on its website and was later released on YouTube where it reached 668 million views. The video won Grammys for best music video and best pop solo performance. However, it caused controversy in Iran due to laws forbidding public dancing and women being unveiled.

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 The song was originally made for the soundtrack to Despicable Me 2.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