will.i.am Adds Another Birthday Song to the Canon With ‘It’s My Birthday’
Some news for everyone who is celebrating a birthday on Facebook today, or possibly forever: will.i.am has dropped a single that give your friends a new option instead of posting the Beatles “Birthday” or Stevie Wonder’s “Happy Birthday” yet again.
That might seriously be his intention here. After the Black Eyed Peas inadvertently cornered the bar and bat mitzvah markets with “I Gotta Feeling” and their “l’chaim” shout out, it is totally conceivable that will.i.am is coming after your birthday. World domination is the name of his game and there aren’t many better paths to total saturation than birthdays. Everybody’s got one and most people love to celebrate it.
The video is a huge feature spot for Cody Wise who sings about turning up and living his fantasy while all the birthday tropes are explored: the hats, the blowers, the presents and, of course, the cake.
As it progresses, director Ben Mor (Britney Spears, Pitbull) takes the video progressively more literal. Wise acts out being hot and getting fanned as he sings the lyric “ooh it’s hot” and when will.i.am sings “dolla dolla dolla,” three extras are smacked across the face with dollar bills. It’s a brilliant troll, and we are all suckers. Happy Birthday.