• Grassroots organization sets happy tone

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    Roc the Peace (rocthepeace.org) will be recording a citywide music video to raise awareness of its cause alongside Rise Up Rochester (riseuprochester.net) and Setting The Tone, from April 7-11, 2014. The video will use an award-winning single “Happy”, written and produced by national recording artist and producer Pharrell Williams. The single is already an Internet sensation with millions of views, especially since the launch of Williams’ website, 24hoursofhappy.com. Dubbed “I AM ROC HAPPY”, the video will mimic the official music video and feature the song repeatedly using seemingly everyday people. This version will use residents of Rochester almost exclusively. The video is slated to film in popular neighborhoods and government buildings and small businesses such as City Hall, Avenue D Recreation Center and Unkl Moe’s Restaurant from Monday, April 7 through Friday, April 11, 2014. Those interested in performing on-camera are encouraged to complete the online application available at bit.ly/roc-happy-app.