This song was made for 'Despicable Me 2' soundtrack that was released in 2014. The music video was directed by a French production team and was shit using a steadicam. Cross media convergence has been used for this video, the '24 hours of happy' was launched. It was the worlds first 24 hour music video - users could log on and a clip would appear from anywhere around the world and it would be in correlation to the time that they logged in. The official music video was a edit of the 24 hours of footage - this received over 670 million views worldwide on Youtube. As shown from the mass amount of views, this had a massive global impact. Thousands of countries and cities made their own version of the music video with the tagline 'We are happy from..'. For example; https://www.youtube.com/watch?v=7TYyOl8Q2EI.
Halls Reception Theory -
'Happy' received positive reactions from around the world and had a mainly dominant reception, The video didn't discriminate and this allowed those all across the globe to enjoy this piece. The upbeat vibe and innocent theme led to many accepting the song as joyful. However, there are some who disliked the song and took a oppositional reception and became annoyed about the song and started a hatred towards the upbeat song.
Gauntlett's Media 2.0 Theory -
Gauntlett's theory of Media 2.0 can be applied to this video also.
Content - As there is many parodies and other versions of this music video, it means the content is abundant.
Distribution - The distribution for this video was also abundant. This was a worldwide phenomenon and was distributed all around the globe.
Attention - Usually, because of the new age media 2.0, attention is saturated. However, as this was such a big project, it received a mass amount of attention across the globe.
No comments:
Post a Comment