Textual Analysis 3: Pharrell Williams 'Happy'

'Happy': The Background

• Cross media convergence: Alongside the music video, the '24 Hours of Happy' was launched. It was the world's first 24 hour music video. Users would log on and a clip would appear from anywhere in the world that related to the time that they visited. The clip could be then shared on social media sites and so exchange was actively encouraged. The site features various people dancing around Los Angeles and it included some celebrity cameos. The 24 hour version was aired at the Buenos Aires Film festival. The music video, which was an edit of the 24 hours of footage, was released on YouTube a few weeks afterwards and has had 670 million views.
• The song comes from the 'Despicable Me 2' soundtrack. The minion characters made an appearance in the music video.
• The music video was directed by a French production team called 'We are from LA' and was shot using a steadicam.
• It has won many awards at the Grammys.
• It has a massive global impact. Thousands of countries and cities have made their own version of the music video under the tagline 'We are Happy from...'. Many were shot professionally and have received many views.
• Parodies, tributes and versions of the music video were actively encouraged and not contested by the record label despite using copyright material (the titling and the song).
• Some Iranian men and women made their version, but it was not taken well. Iranian law forbids women being unveiled in public and dancing with members of the opposite sex. This occurred in the video and so the dancers were sentenced to 91 lashes and jail.

Hall's Reception Theory:

'Happy' had a mainly dominant reception. The absence of discrimination and racism allowed many people to fully accept the video and the music. Many enjoyed it due to the upbeat tune and warming lyrics. However, some did have an oppositional reception. These people quickly became tired of it being played and found the song itself annoying.


Gauntlett's Media 2.0 Theory:

• Content - The content of 'Happy' is abundant. It was fairly cheap and easy to produce. In addition, there are many 'We are Happy from...' tagline videos from around the world.   
• Distribution - The distribution of the 'Happy' music video was abundant. It was a worldwide phenomenon that was open and limitless meaning that it was distributed all over.
• Attention - Happy's attention was fairly saturated. It was a mass product for a niche market. However, because the video and whole project was so big, it received more attention. People gave it additional attention due to making their own versions.