The Music Video That Doesn’t SleepNovember 25, 2013
By Diane Fittipaldi,
Here is a math problem for you: If a song takes four minutes to listen to and it loops continuously for 24 hours, how many times does the song repeat?
The answer: 360 times.
Last week Pharrell Williams, the creative genius and Grammy Award winning composer/producer, released a break-the-mold music video. My friends and colleagues know I’m not one for music –- my poor little brain takes music in as mind-numbing noise — but this one caught my eye and sucked me in.
The video plays end-to-end for 24 hours, looping Williams’ song “Happy” from the “Despicable Me 2” soundtrack. It’s a four-minute song, so it repeats 360 times. Each loop features a different artist, dancing to the upbeat song. Shot entirely on the streets of Los Angeles, the set changes once each hour. For you math students, that’s 24 set changes.
But, that’s not the only interesting aspect of this creative breakthrough. Its interactivity drew me in. The viewer chooses which segment to watch by selecting the hour.minute.second from the midnight-to-midnight dial superimposed on the video screen. Celeb appearances add to the fun. Check out Jimmy Kimmel at 11:48 a.m. or Steve Carell at 5:08 p.m.
A non-interactive YouTube version logged more than a million views in a few days, an accomplishment to be sure. And be sure to check out the interactive version with almost 2 million views on the 24 Hours of Happy microsite.