The song “Happy” by Pharrell Williams is one of the most remarkable successes in music history by any metrics. It’s easy to be cynical and to criticize something that has been given so much exposure, but the truth is that this song has resonated with people in a way that few songs or artistic works of any kind have.
Here are a few things that businesses can learn from the song’s success:
1. Find the Platform for Your Product and Focus Your Efforts There:
According to Williams himself in an interview with Oprah Winfrey, efforts to get airplay and to promote the song through traditional radio went nowhere. But once the video was released, the song simply exploded. The audio simply didn’t fully convey the effect that the song had on its listeners – primarily the compelling urge to dance and move when people listened to the song.
Lesson: Businesses often spread their resources too thin by trying to cover all advertising or social media platforms. Or perhaps they stick to the platform most comfortable because of familiarity or because it’s the standard in their industry. Remember that your business and perhaps each product or service has unique qualities. For some, Pinterest is better than Facebook, and pay-per-click is better than television, but in some cases the opposite is true.
Identify your uniqueness and find the right match to deliver the message to your customers.
2. Don’t Fight the Copyright Infringers, Embrace the Opportunity
As a part-time songwriter, I don’t want to trivialize the importance of respecting copyright and intellectual property when it comes to artistic works. But when people around the world began making their own music videos dancing to the song, Pharrell Williams took great pride in his fans taking ownership of his song. There’s a quote attributed to John Lennon: “Music is everybody’s possession. It’s only publishers who think that people own it.”
Lesson: While record companies were engulfed in lawsuits over people who were ripping and sharing files copied from CDs, Apple was focused on a business model that could capitalize on the public’s appetite for the .mp3, a digital file that would make the customer’s complete music collection portable. In the information age, there will always be people who don’t play by the rules. In most cases, it’s more productive to focus your time and energy on the opportunities than the technical legalities.
3. Your Product or Service Isn’t For Everybody
At last count the official music video of “Happy” had over 400 million YouTube hits. It also has about 95,000 “dislikes” or thumbs down ratings. Everybody has different tastes, and some people are simply contrarians who refuse to embrace a pop culture phenomenon. Pharrell doesn’t seemed phased by the nay-sayers.
Lesson: Find your audience/customers and understand them. Give them what they want when and where they want it in the delivery platform or distribution channel that makes it convenient for them. And don’t let the critics ruin the experience for those who enjoy what you have to offer.
4. Let Potential Customers See How Much Fun Your Current Customers are Having
We all believe that we have the fortitude to march to our own beat and ignore what others think or say, but the truth is that we are a flock mentality. If it’s successful or popular, most of us are intrigued, and if it’s a failure (or perceived failure), we avoid it like the plague.
Lesson: Photos, videos, web testimonials – there have never been more ways to conveniently share the message that your customers love your product. Offer incentives and easy ways for your customers to share their story and experience loving your product, service, or company.