- Tom Holland rescues fan getting squashed by autograph hounds Tuesday 7:14 PM
- What is incel ‘Chadfishing’? Tuesday 6:36 PM
- Facebook to give France data on users suspected of hate speech Tuesday 5:29 PM
- This 89-year-old man is stunned by all the technology around him—in 1930 Tuesday 5:21 PM
- Wayfair refuses to stop furnishing migrant detention centers Tuesday 4:48 PM
- Woah! How did Keanu Reeves get so small? Tuesday 4:37 PM
- The centrist argument against Sanders’ student loan plan is getting ripped apart Tuesday 4:08 PM
- Jonathan Frakes confirms that you’re right in yet another meme Tuesday 3:56 PM
- Meryl Streep, Ariana Grande set to star in Netflix’s ‘The Prom’ Tuesday 3:35 PM
- ‘Stranger Things’ Season 3 goodies are here just in time Tuesday 3:01 PM
- Kim Kardashian’s shapewear line Kimono is already getting called out Tuesday 2:11 PM
- ‘Aggretsuko’ tones down the rage in season 2 Tuesday 1:13 PM
- TikTok is being used to call out predators Tuesday 12:41 PM
- Republican congressman wants to defund PBS over the gay rat wedding Tuesday 12:39 PM
- Elizabeth Warren calls for sweeping overhaul of U.S. elections Tuesday 11:47 AM
Williams knows how to write a hook, and “Happy” is no different.
The song “Happy” could have just been a single from Despicable Me 2, the animated sequel scored by musician/producer Pharrell Williams. Instead, he turned it into the first 24-hour music video.
If you’ve had an ambient awareness of Williams in 2013, it might be because he co-wrote two of the year’s biggest and most inescapable pop hits: “Get Lucky” and “Blurred Lines.” The man knows how to write a hook, and “Happy” is no different, but the soundtrack version of the song is completely recontextualized within the narrative confines of the video.
Williams collaborated with the Parisian duo We Are From L.A. to create the look and approach. Interaction with the video involves dialing around a digital clock, with noon, midnight, sunrise, and sunset as your guides. You can click on a specific time and see the performance from that moment, or to see Williams’ hourly takes, which are also marked on the clock. You can also comment on a particular scene, or share it on social media.
Some 400 people were cast to fill 24 hours worth of scenes across Los Angeles, including recognizable faces like Jimmy Kimmel and Despicable Me‘s Steve Carell, but Williams also asked for some diversity in casting: “We didn’t want to use models or caricatures. We wanted archetypes—people you’d walk past in a mall.”
Someone could, in theory, watch the entire 24-hour video in one sitting, but “Happy” works best in small doses. It’s an addictive song, but now you’re in control of just how much it gets stuck in your head.
Screengrab via iamOTHER/YouTube
Audra Schroeder is the Daily Dot’s senior entertainment writer, and she focuses on streaming, comedy, and music. Her work has previously appeared in the Austin Chronicle, the Dallas Observer, NPR, ESPN, Bitch, and the Village Voice. She is based in Austin, Texas.