HAPPY in Kigali - The Rwanda version inspired by Pharrell Williams smash hit record.

Pharrell William’s song “Happy” has become a world phenomenon, with numerous countries posting their own versions of the music video on YouTube. The song seems to be popular not just because of its catchy feel-good tune, infectious chorus and vintage production style, but also its simple, positive lyrics about happiness.

Of course, the creation of a Rwandan version had been talked about in local circles for a while, especially when high quality videos were posted by neighbors in Burundi, and the Democratic Republic of Congo. Yet that point in time was too intense and emotionally charged to create such a video, since the people of Rwandan were focused on commemorating the 20th year since the genocide - Kwibuka 20 in April and the subsequent Liberation Day - Kwibohora20 in June. By the time July arrived, the atmosphere was more fertile for such an initiative to take hold! And it did.....

 

 

 

Sparked by her hands-on experience in living and working in Rwanda and a deep appreciation for the country, American photographer Kimberly Ross was inspired by the positive energy she felt in the country and set the ball rolling to create the official Kigali version of the Happy video when she was in the country to photograph the 4^th annual KigaliUp music festival. Her mission: to collaborate with local groups and individuals from her extensive network in Rwanda and to rally a diverse set of people across the city, in order showcase modern-day Kigali and document a dynamic vibe that is not often seen in the global media.

“To me, this is more than just a cover of Pharrell Williams’ music video,” she explains. “It’s an opportunity to show the world a side of Rwanda that defies the many stereotypes tainted by the country’s tragic history.” 

 

 

Those who still believe the western media headlines that "Africa is a dangerous place" or that “Rwanda is a war-torn country" may be surprised to see the sheer ‘joie-de-vivre’ captured in this video.

With over a thousand people participating in the making of the #HappyKigali video – thanks largely to collaboration with the KigaliUp Music Festival (#KigaliUp2014) – it features traditional dance troupes, crews of modern hip-hop dancers, young artists, women’s groups, foreign development workers, school children, and a kaleidoscopic of other random characters of all ages and races, dancing or smiling alongside city monuments, in art galleries, at a music festival, in a popular coffee shop, and in the streets of Kigali.

During the production, other videos shot in Rwanda started popping out on YouTube; but Kimberly and her collaborators decided to still go forward with their version because the aim was to focus on Kigali City rather then the entire country. Plus, it involved a wide range of people, with about a dozen local groups already mobilized to make it happen as a collective, grassroots project.
Eric ‘Soul’ Kirenga of AFROGROOV, a collaborator on the project, hopes that this video can trigger curiosity and interest in Rwanda.

 

 

“This video can be a catalyst for a broader discussion on the experience of people living in Rwanda, as well as on the media’s portrayal of Rwanda and even Africa in general.”

 

As the end-credits roll over extra footage of the cityscape and a sneak peak of a few Kigali neighbourhoods, the text asks the audience “Why are you happy to live in Kigali?” It calls upon the audience to post their responses on the YouTube page and to engage in discussions on the topic within social media outlets using the hashtags #HappyKigali , #ROWT, #my250 and #Morethanacover.

The teaser generated over 1,500 views after just 12 hours online so it is obvious that the public is currently watching, “liking,” and sharing the video. Yet it will be even more interesting to see how many people actually take the #Morethanacover initiative further. 


Can we then expect an explosion of cool, bold and creative digital media content and cultural manifestation from the country of the thousands hills?  The Happy video team says, of course!  It’s up to all of you to prove them right.

 

This video may be indicating a wave of yet more initiatives and projects to be unleashed  a dialogue through social media which will contribute to an image transformation of the country. Can we then expect an explosion of cool, bold and creative media digital content and cultural manifestation from the country of the thousands hills? Of course we can!

 

FOR INFO / ENQUIRIES / INTERVIEWS, CONTACT:
Europe:

Producer/Director à Kimberly Ross at kimouna@gmail.com or +39 366 463 8281

Rwanda:

Communications à Eric ‘Soul’ Kirenga at afrogroov@yahoo.com or +250 (0)78 499 9402