I bet that the first 24-hour-long video in music history will make you Happy; Pharrell is back and it makes it with a flashing yellow, a catchy hit and a digital clock for 360 memorable times.
Coming from the Despicable Me 2 soundtrack, this is the first music video of its kind, running for such length, but not the first to call for interaction, after Bob Dylan blew our mind a week ago.
The video is set around parking lots, streets and supermarkets around Los Angeles and it shows a variety of people, outfits, sceneries and lip-syncing that make you want to watch it over and over. Because – brilliant – it’s a different video everytime.
And even if – I have to say – his taste in terms of groceries and product selection is quite poor, we can forgive him a few low quality picks when he pampers us with his delicious high pitch.
Pharrell Williams is ubiquitous.
Fast Company called him the Egyptian Cat and I found it such a suitable nickname as he seems to have many talented lives.
Most of you remember him for his recent hits with Daft Punk and Robin Thicke, and a few more collaborations. Actually, he was behind a great number of hits – the ones you are still singing – for the last decade or two: Frontin and Excuse Me Miss with Jay-Z, Drop It Like It’s Hot and Beautiful with Snoop Dogg, Money Maker with Ludacris, The Emancipation Of Mimi that he produced for Mariah Carey, Hollaback Girl for Gwen Stefani, and a gazillion of other productions under multiple aliases and project labels. In total we can count seventeen top 10 hits, three Grammy Awards, 21 nominations and a #1 album. I was there with all my teen-uber-fan support when Pharrell and Chad Hugo, aka the Neptunes, and then N.E.R.D. conquered our heart, musically, visually, conceptually.
The kid from Virginia Beach that always felt like he didn’t fit in, really came a long way with I AM OTHER, his media, philanthropic company now YouTube channel with eight programs, Billionaire Boys Club and Ice Cream clothing labels, the cloud-based music-creation platform UJAM and a not-for-profit for kids just to name a few.
So what’s unique about him? He’s an incredibly focused individual and he’s still the brilliant NERD we love:
“You are only as good as your team,” he says. “I used to hire 21-year-old monsters with a twinkle in their eye. I saw potential, but it was what I thought they could do, not what they could actually do. But you know what happens when you surround yourself with people with experience, who’ve seen everything a million times? A lot of them are gonna be older than you. When they vet people, they need to see more than twinkles; they need sparks.”
Pharrell Williams is like one of us, just a shinier version.