By now, if you have not heard or seen the music video Gangnam Style, you must be living under a rock! PSY, the singer has become an overnight success with over 303 million views of his video on YouTube as well as broken the Guinness World Records for most likes (over 3 million). Now, there are hundreds of parodies done and he’s made appearances on the MTV Music Awards, Ellen DeGeneres and every major network.
In this article, they examine how exactly Gangnam Style took off to reach such high success. The truth is that this video is not much different than other K-Pop videos previously produced. It has the same essentials- catchy beat, fun chorography, and crazy costumes that past singers have made. Just in 2006, a very similar song by DJ Ozma called Sunjon had all the potential but the internet and social media was not in the same place as it is today. Back then Facebook had about 12 million users and Twitter was just launching. Fast forward 6 years and now Facebook has over 955 million users while Twitter has over 500 million.
The kind of affect this has had was especially seen with the success of Gangnam Style. Once this video was posted on Youtube, it spread like wildfire thanks to the power of social media. People started sharing the link and then their friends shared if across all media platforms, soon after even celebrities were talking about it on their networks. This is what they refer to as Word of Mouth via Social Networks. Worldwide, everyone is interconnected nowadays and people love having the ability to share because it empowers them.
The question now of course is will PSY replicate a similar phenomenon on his next song. Gangnam Style had the perfect storm in having the right content for the right audience at the right time. Personally, I would say this type of success is a once in a lifetime but who knows maybe not.
What do you think- is PSY here to stay & bring K-Pop to a new level or will this all be forgotten in a few months and the focus shift to another 1 hit wonder?