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"'''Gangnam Style'''" ({{lang-ko|강남스타일}}, {{IPA-ko|kaŋnam sɯtʰail|IPA}}) is a [[CD single|single]] by South Korean rapper [[Psy (rapper)|Psy]]. The song was released on July 15, 2012, as the [[lead single]] of his sixth studio album ''[[PSY's Best 6th Part 1]]''. "Gangnam Style" debuted at number one on the [[Gaon Chart]], the national record chart of [[South Korea]].<ref name="Gaon">{{cite web | url = http://www.gaonchart.co.kr/main/section/total/list.gaon?nationGbn=T&termGbn=week&hitYear=2012&targetTime=30 | title = South Korean Gaon Chart – Week: July 15, 2012 to July 21, 2012 | language = Korean | author = | date = | work = | publisher = [[Gaon Chart]] | accessdate = 2012-08-10 }}</ref> {{As of|2012|10|7|df=US}}, the music video has been viewed over 400<!--THIS FIGURE SHOULD BE UPDATED DAILY, NOT HOURLY--> million times on [[YouTube]],<ref name="officialvideo">{{cite web | url = http://www.youtube.com/watch?v=9bZkp7q19f0 | title = PSY – GANGNAM STYLE (강남스타일) M/V | format = YouTube | author = officialpsy | authorlink = Psy (rapper) | date = 2012-07-15 }}</ref> making it the site's most watched [[K-pop]] video.<ref name=MostViewedKpop>{{cite web | url = http://www.kpopstarz.com/articles/13529/20120902/popularity-of-psy-s-gangnam-style-analyzed-realistically.htm | title = Popularity of Psy's 'Gangnam Style' Analyzed Realistically | author = | date = 2012-09-02 | work = KpopStarz |publisher= | accessdate = 2012-10-04 }}</ref>
"'''Gangnam Style'''" ({{lang-ko|강남스타일}}, {{IPA-ko|kaŋnam sɯtʰail|IPA}}) is a [[CD single|single]] by South Korean rapper [[Psy (rapper)|Psy]]. The song was released on July 15, 2012, as the [[lead single]] of his sixth studio album ''[[PSY's Best 6th Part 1]]''. "Gangnam Style" debuted at number one on the [[Gaon Chart]], the national record chart of [[South Korea]].<ref name="Gaon">{{cite web | url = http://www.gaonchart.co.kr/main/section/total/list.gaon?nationGbn=T&termGbn=week&hitYear=2012&targetTime=30 | title = South Korean Gaon Chart – Week: July 15, 2012 to July 21, 2012 | language = Korean | author = | date = | work = | publisher = [[Gaon Chart]] | accessdate = 2012-08-10 }}</ref> {{As of|2012|10|8|df=US}}, the music video has been viewed over 407<!--THIS FIGURE SHOULD BE UPDATED EVERY TIME THE FIGURE INCREASES BY TWO MILLION--> million times on [[YouTube]],<ref name="officialvideo">{{cite web | url = http://www.youtube.com/watch?v=9bZkp7q19f0 | title = PSY – GANGNAM STYLE (강남스타일) M/V | format = YouTube | author = officialpsy | authorlink = Psy (rapper) | date = 2012-07-15 }}</ref> making it the site's most watched [[K-pop]] video.<ref name=MostViewedKpop>{{cite web | url = http://www.kpopstarz.com/articles/13529/20120902/popularity-of-psy-s-gangnam-style-analyzed-realistically.htm | title = Popularity of Psy's 'Gangnam Style' Analyzed Realistically | author = | date = 2012-09-02 | work = KpopStarz |publisher= | accessdate = 2012-10-04 }}</ref>


The video has been shared on the Internet by numerous celebrities including [[T-Pain]], [[Katy Perry]], [[Britney Spears]], and [[Tom Cruise]], covered by music artists [[Nelly Furtado]]<ref name="MB"/> and [[Maroon 5]],<ref>{{Cite web| url = http://www.allkpop.com/2012/09/gangnam-style-played-at-maroon-5-concert-in-korea | title = "Gangnam Style" played at Maroon 5 Concert in Korea | work = AllKpop.com| publisher = 6Theory Media| date = 2012-09-13 | accessdate = 2012-09-17}}</ref> and featured in international media outlets such as [[CNN International]], ''[[The Wall Street Journal]]'', the ''[[Financial Times]]'', the ''[[Harvard Business Review]]'',<ref name=HBR/> and the global politics magazine ''[[Foreign Policy]]''.<ref>{{Cite web|last=Russell|first=Mark James|title=The Gangnam Phenom|url=http://www.foreignpolicy.com/articles/2012/09/27/the_gangnam_phenom|publisher=''[[Foreign Policy]]''|accessdate=2012-09-29}}</ref> "Gangnam Style" [[flash mob]]s have appeared in cities around the world. The video has become a source of [[parody|parodies]] and reaction videos by many different groups including [[The Oregon Duck]], midshipmen from the [[United States Naval Academy]], and the [[North Korea]]n government.<ref>{{Cite news|url=http://www.nytimes.com/2012/09/21/world/asia/gangnam-style-video-gets-north-korean-propaganda-treatment.html?_r=0|title=Viral Video Gets Propaganda Treatment|author=Lee, Su Huyn|newspaper=The New York Times|publisher=The New York Times Company|date=2012-09-20|accessdate=2012-09-25}}</ref><ref name="straitstimes1">{{Cite web|url=http://www.straitstimes.com/breaking-news/asia/story/n-korea-takes-gangnam-style-shot-south-politician-20120919 |title=N. Korea takes 'Gangnam Style' shot at South politician |work=The Straits Times |publisher=Singapore Press Holdings |date=2012-08-20 |accessdate=2012-09-20}}</ref> Psy has brought the "Gangnam Style" dance to various locations including ''[[The Today Show]]'', ''[[Saturday Night Live]]'', [[Dodger Stadium]], ''[[The Ellen DeGeneres Show]]'', and [[Samsung]] commercials.<ref>{{cite web | last = Mahr | first = Krista | url = http://world.time.com/2012/09/09/selling-gangnam-style-why-k-pop-and-commercials-are-a-perfect-match/ | title = Selling 'Gangnam Style': Why K-Pop and Commercials Are a Perfect Match | work = TIME| publisher = Time Warner | date = 2012-09-09| accessdate = 2012-09-18}}</ref>
The video has been shared on the Internet by numerous celebrities including [[T-Pain]], [[Katy Perry]], [[Britney Spears]], and [[Tom Cruise]], covered by music artists [[Nelly Furtado]]<ref name="MB"/> and [[Maroon 5]],<ref>{{Cite web| url = http://www.allkpop.com/2012/09/gangnam-style-played-at-maroon-5-concert-in-korea | title = "Gangnam Style" played at Maroon 5 Concert in Korea | work = AllKpop.com| publisher = 6Theory Media| date = 2012-09-13 | accessdate = 2012-09-17}}</ref> and featured in international media outlets such as [[CNN International]], ''[[The Wall Street Journal]]'', the ''[[Financial Times]]'', the ''[[Harvard Business Review]]'',<ref name=HBR/> and the global politics magazine ''[[Foreign Policy]]''.<ref>{{Cite web|last=Russell|first=Mark James|title=The Gangnam Phenom|url=http://www.foreignpolicy.com/articles/2012/09/27/the_gangnam_phenom|publisher=''[[Foreign Policy]]''|accessdate=2012-09-29}}</ref> "Gangnam Style" [[flash mob]]s have appeared in cities around the world. The video has become a source of [[parody|parodies]] and reaction videos by many different groups including [[The Oregon Duck]], midshipmen from the [[United States Naval Academy]], and the [[North Korea]]n government.<ref>{{Cite news|url=http://www.nytimes.com/2012/09/21/world/asia/gangnam-style-video-gets-north-korean-propaganda-treatment.html?_r=0|title=Viral Video Gets Propaganda Treatment|author=Lee, Su Huyn|newspaper=The New York Times|publisher=The New York Times Company|date=2012-09-20|accessdate=2012-09-25}}</ref><ref name="straitstimes1">{{Cite web|url=http://www.straitstimes.com/breaking-news/asia/story/n-korea-takes-gangnam-style-shot-south-politician-20120919 |title=N. Korea takes 'Gangnam Style' shot at South politician |work=The Straits Times |publisher=Singapore Press Holdings |date=2012-08-20 |accessdate=2012-09-20}}</ref> Psy has brought the "Gangnam Style" dance to various locations including ''[[The Today Show]]'', ''[[Saturday Night Live]]'', [[Dodger Stadium]], ''[[The Ellen DeGeneres Show]]'', and [[Samsung]] commercials.<ref>{{cite web | last = Mahr | first = Krista | url = http://world.time.com/2012/09/09/selling-gangnam-style-why-k-pop-and-commercials-are-a-perfect-match/ | title = Selling 'Gangnam Style': Why K-Pop and Commercials Are a Perfect Match | work = TIME| publisher = Time Warner | date = 2012-09-09| accessdate = 2012-09-18}}</ref>

Revision as of 18:57, 8 October 2012

"Gangnam Style"
Song

Template:Contains Korean text

"Gangnam Style" (Template:Lang-ko, IPA: [kaŋnam sɯtʰail]) is a single by South Korean rapper Psy. The song was released on July 15, 2012, as the lead single of his sixth studio album PSY's Best 6th Part 1. "Gangnam Style" debuted at number one on the Gaon Chart, the national record chart of South Korea.[1] As of October 8, 2012, the music video has been viewed over 407 million times on YouTube,[2] making it the site's most watched K-pop video.[3]

The video has been shared on the Internet by numerous celebrities including T-Pain, Katy Perry, Britney Spears, and Tom Cruise, covered by music artists Nelly Furtado[4] and Maroon 5,[5] and featured in international media outlets such as CNN International, The Wall Street Journal, the Financial Times, the Harvard Business Review,[6] and the global politics magazine Foreign Policy.[7] "Gangnam Style" flash mobs have appeared in cities around the world. The video has become a source of parodies and reaction videos by many different groups including The Oregon Duck, midshipmen from the United States Naval Academy, and the North Korean government.[8][9] Psy has brought the "Gangnam Style" dance to various locations including The Today Show, Saturday Night Live, Dodger Stadium, The Ellen DeGeneres Show, and Samsung commercials.[10]

"Gangnam Style" has been highly praised for its catchy beat and Psy's humorous dance moves in the music video and live performances. On September 17, the song was nominated for Best Video at the upcoming 2012 MTV Europe Music Awards to be held in Frankfurt, Germany.[11] On September 20, 2012, "Gangnam Style" was recognized by Guinness World Records as the most "liked" video in YouTube history".[12]

Background

"Gangnam Style" is a Korean neologism that refers to a lifestyle associated with the Gangnam district[13] of Seoul,[14] where people are trendy, hip and exude a certain supposed "class". The term was listed in Time's weekly vocabulary list as a manner associated with lavish lifestyles in Seoul's Gangnam district.[15] Psy likened the Gangnam District to Beverly Hills, California, and said in an interview that he intended a twisted sense of humor by claiming himself to be "Gangnam Style" when everything about the song, dance, looks, and the music video is far from being such a high class.[16]

People who are actually from Gangnam never proclaim that they are—it's only the posers and wannabes that put on these airs and say that they are "Gangnam Style" — so this song is actually poking fun at those kinds of people who are trying so hard to be something that they're not.

— Psy[17]

The song talks about "the perfect girlfriend who knows when to be refined and when to get wild."[18] The song's refrain "오빤 강남 스타일 (Oppan Gangnam style)" has been translated as "Big brother is Gangnam style", with Psy referring to himself;[19][20] "Oppa" is a Korean expression used by females to refer to an older male friend or older brother.[21]

The music was composed by Psy and Yoo Gun-hyung, a producer in South Korea who also collaborated with Psy in the past. Yoo also arranged the song while Psy was responsible for the lyrics.

Music video

The music video shows Psy performing a comical horse-riding dance and appearing in unexpected locations around the Gangnam District, such as an outdoor yoga session and a hot tub. He wears several distinctive suits and black sunglasses with a mindset of "dress classy and dance cheesy".[22] It features a "skewering [of] the Gangnam image" by the "non-Gangnam PSY"; this parody would be recognizable to viewers familiar with Korean culture.[23]

The music video shows Psy dancing at various locations in Gangnam.[24] Although there are more than ten different locations featured, only two of the scenes are actually filmed in the Gangnam district. The sauna scene, elevator scene and bathroom scene were filmed elsewhere in the greater Seoul region.[25] The video was shot over 48 hours in July.[26][27]

In K-pop, it is routine to have cameos by celebrities in a music video, such as in the dance scenes in the elevator and the parking garage.[28] Making appearances in the music video are:

  • 4minute member Hyuna playing Psy's love interest and appearing in the two final dance sequences.[24][27]
  • Big Bang members Daesung and Seungri appear in the video as two old men playing a board game in the park; they are the two men flying in the background after the explosion.[29]
  • Hwang Min-woo, a 5-year-old boy who is seen dancing at the beginning of the video. During an interview with CNN, Psy stated that "the night before the music video shoot, I was watching Korea's Got Talent and saw him dance to Michael Jackson. His moves were ridiculous. So we called him up and asked him to be in the music video, which was shooting the very next day, and he came and it all worked out."[17][27] He has been praised for his eye-catching dance moves that has received a lot of attention from viewers.[30]
  • Comedian/television personality, Korea's Nation emcee Yoo Jae-Suk, in a dance duel with Psy.[24][27]
  • Comedian/television personality, No Hongchul, dancing in an elevator with his trademark pelvis-thrusting, with Psy rapping underneath him.[24][27]

According to The Guardian, Psy has waived his copyright to the music video. Although this has not been officially confirmed, it is likely that Psy has simply refrained from taking legal action against parodies of his video. "Gangnam Style" is therefore a video that is "born to spawn".[31]

Synopsis

Psy is lounging at what looks like a sandy beach, but the camera zooms out to reveal he is actually at a playground.[28] The video alternates between the playground, where a boy dances next to him, and a row of horses in stalls, where Psy performs his signature "invisible horse dance".[32] As Psy (and two girls) walk through a parking garage, they are pelted by pieces of newspaper, trash, and snow.[26] At a sauna, he rests his head on a man's shoulder, while another man covered in tattoos is stretching. He sings in front of two men playing chess, dances with a woman at a tennis court, and bounces around on a tour bus of seniors. The scenes alternate quickly until there is an explosion at the chess players. He walks towards the camera, exclaiming "Oppan Gangnam style". He and some dancers perform at a horse stable. He dances as two women walk backwards. He dances at the tennis court, a carousel, and the tour bus. He shuffles into an outdoor yoga session. He dances on a boat. The camera zooms on a woman's butt, then shows Psy "yelling" at it.[26][27]

At a car-park, Psy is approached by a man with a red Mercedes-Benz SLK-Class and a yellow suit; they have a dance duel. He appears in an elevator underneath a man who is straddling him and thrusting his pelvis. The man in the yellow suit gets in his car and leaves. In a subway cabin, he notices an attractive young woman dancing. At one of the train stops, he approaches the girl in slow motion, and she does the same. They start to embrace. He then tells the girl "Oppan Gangnam style", and they horse dance along with some others at the train stop. He also surfaces from a spa.[33][27][26]

Psy sings to the girl at a night club as people in all sorts of costumes walk behind them. He raps "seriously" in an enclosed space, but when the camera zooms out, he is actually sitting on a toilet with his pants down.[26] Psy and a large group of dancers do the horse dance and strike a final pose. After some additional footage of the dance duel, Psy says, "Oppan Gangnam style", and the video finishes with a cartoon graphic.

Reception

Main article: Reception of Gangnam Style

"Gangnam Style" caught the attention of media around the world. Maura Judkis of The Washington Post wrote, "'Gangnam Style' has made an extraordinarily stupid-looking dance move suddenly cool".[34] The German weekly news magazine Der Spiegel similarly attributed the growing popularity of "Gangnam Style" to its daring dance moves.[35] Mesfin Fekadu of the Associated Press wrote that Psy is "currently having a pop culture moment." Psy's dance moves are "somewhat bizarre" but the music video is full of "colorful, lively outfits." He also remarked that Psy "is excited his colorful style is being celebrated in the United States, and around the world."[36] Deborah Netburn of the Los Angeles Times called it "one of the greatest videos ever to be uploaded to YouTube."[37]

Matt Miller, a host from the business and financial news broadcaster Bloomberg Television, played "Gangnam Style" during his show, because "it's just a super hot video that has gone astronomically viral." He also said that PSY did say on CNN that he wants to make people laugh even in the midst of all these global economic slowdowns, "so that's the Wall Street tie-in" he needed.[38]

Although "Gangnam Style" has been met with largely positive reactions, some have found it wacky or even vulgar.[39] Matt Buchanan and Scott Ellis of The Sydney Morning Herald wrote that the video "makes no sense at all to most Western eyes" and it "makes you wonder if you have accidentally taken someone else's medication."[40] Paul Lester of The Guardian labelled it as "generic ravey Euro dance with guitars".[41] and Robert Myers of The Village Voice called it "an inspired piece of silliness".[42] Scott Adams, the creator of the Dilbert comic strip, claims that the seemingly bad elements of "Gangnam Style" all come together to create "an awesome whole".[43]

Appearances and live performances

Following the release of "Gangnam Style", Psy made several performances on television and at concerts in Korea. Among the first of such performances include his appearance on the weekly South Korean music program, The Music Trend.[44] Psy also performed at several concerts prior to his departure to the US, including during "The Heumbbeok Show"[45] and the Summer Stand Concert in Seoul.[46]

On August 20, Psy posted on Twitter "Bringing #GANGNAM STYLE to the Dodgers–Giants game this evening". Dodger Stadium presented a segment called "PSY Dance Cam" where they showed clips of the music video, followed by live shots of baseball fans dancing, and then Psy, who waves and does the dance.[47] Two days later, Psy appeared on VH1's Big Morning Buzz Live show, and taught television hosts Carrie Keagan and Jason Dundas how to dance "Gangnam Style".[48][49]

On September 6, Psy appeared on the 2012 MTV Video Music Awards performing his "Gangnam Style" dance alongside comedian Kevin Hart.[50] After the event, He would make several more appearances on US TV programs. On September 10, he appeared on the The Ellen DeGeneres Show in Burbank, California, introducing himself as "Psy from Korea", before teaching Britney Spears the dance. He described the dance as "pretending to bounce like riding on an invisible horse"[22][51][52] and when Ellen told Britney she would have to remove her high-heeled shoes to perform the dance Psy protested that no, the point was, 'to dress classy, and dance cheesy.' On September 14, he appeared on NBC's morning program Today in New York City for its Toyota Concert Series, where he performed the song and also taught the anchors the dance.[53][54] The September 15 season premiere episode of Saturday Night Live featured a sketch based on the song and its video. Bobby Moynihan portrayed Psy, but was joined mid-sketch by Psy himself.[55]

On September 22, Psy made an appearance at the iHeartRadio Music Festival to perform "Gangnam Style".[56] Psy would return to South Korea on September 25;[57] while the rapper was in the US, it was announced that he, as ambassador of the Formula One Korean Grand Prix, will perform "Gangnam Style" at the event during the 2012 edition.[58] On October 4, Psy performed "Gangnam Style" during a free concert that he held outside the Seoul City Hall. More than 80,000 fans attended the event, leading to the closure of a part of the city center and an increase in subway operations.[59][60]

Impact

The music video for the song has gone viral and is an Internet meme.[61] Hallie Sekoff of The Huffington Post quoted from the video's official YouTube video description that the song is characterized by its "strongly addictive beats", and wrote that this is not too far-fetched, considering "how obsessed we've found ourselves."[62] During VH1's Big Morning Buzz Live show, the television host Carrie Keagan said that everyone in our office is "completely obsessed" with "Gangnam Style".[48][49] Melissa Locker of Time noted that "it's hard not to watch again …and again …and again",[63] while CNN reporter Shanon Cook told the audience that she had watched "Gangnam Style" about 15 times.[64] as of September 28, 2012, the song's YouTube music video had been accessed by people from 222 countries.[65]

File:Gangnam1.jpg
A view of Gangnam Station intersection

During the late night comedy talk show Chelsea Lately, the American stand-up comedian and actress Chelsea Handler told the audience she considers Psy to be a "revolutionary musician, dancer and sex symbol". She also compared him with the Latino pop singer Ricky Martin.[66]

Ju-min Park of Reuters mentioned that "a few of South Korea's normally staid presidential candidates are imitating Psy's moves in an appeal to voters".[67] The Korea Tourism Organization has launched an "One day Gangnam tour" that begins with some "gangnam styling" at a beauty salon, shopping at the Apgujeong & Cheongdam boutiques, coffee and brunch, followed by the casino and clubbing.[68] In September 2012, Korean grandmothers at the Palisades Park Senior Citizens Center in Bergen County, New Jersey were noted to follow the dance trend of Gangnam Style.[69] In Thailand, two local gangs provoked each other by dancing "Gangnam Style", eventually leading to a gun fight with more than 50 rounds fired.[70]

On September 7, the South Korean technology company Samsung Electronics announced that Psy would be one of the new faces promoting its Zipel line of refrigerators.[71] A commercial was recently released featuring Psy and the K-Pop singer Lee Seung-gi dancing to the music of "Gangnam Style" in front of an Internet refrigerator.[72] In early September, the Gangnam district awarded Psy with a plaque and named him an honorary ambassador.[73]

After the release of "Gangnam Style", the American talent manager Scooter Braun, who discovered Justin Bieber on YouTube, asked on Twitter "How did I not sign this guy (Psy)".[74] Soon afterwards, it was reported that Psy had left for Los Angeles to meet with representatives of Justin Bieber, to explore collaboration opportunities.[13][39] On September 3, Braun made a public announcement that was later uploaded onto YouTube, saying that he and Psy have decided to "make some history together. [To] be the first Korean artist to break a big record in the United States." On September 4, it was confirmed that Psy was signed to Braun's Schoolboy Records.[75]

"Gangnam Style" was also mentioned during a U.S. State Department briefing on October 3, 2012, when a reporter asked spokeswoman Victoria Nuland if she had heard about the song, to which Nuland replied: "No, but I bet you my daughter does. She loves Korean pop."[76][77]

Main article: Gangnam Style in popular culture

...it has taken over the world,
it has taken over the intrawebs,
and now it's time for it
to take over Times Square.

ABC News[78] during a "Gangnam Style" flash
mob in Manhattan, September 12, 2012.

Through social networks like Facebook, many other small, unofficial fan-organized flash mobs have been held in universities and colleges throughout the world. The earliest flash mobs were held in Pasadena, California,[79] and Sydney, Australia.[80] On September 12, Times Square in Manhattan was filled with a flash mob dancing to the music of "Gangnam Style" during ABC's Good Morning America.[81] Since September 2012, the dance has also been performed by athletes in international competitions.[82][83][84]

GMD3 and Rylan, finalists of the British music competition The X Factor, lip-synced and danced to "Gangnam Style" in a promotion.[85] On September 27 2012, Eric Schmidt, the executive chairman of Google was reported to have danced "Gangnam Style" when he visited the company's office in Seoul. Nick Carbone from Time described it as cringe-worthy because "It's the same reason why you'd never want to see your dad planking on top of the family car".[86] In October 2012, clothing retailers announced they are planning to sell "Gangnam Style" inspired clothing for Halloween.[87]

Parodies and covers

Reaction videos and parodies have been made for or with the music respectively. Some of these user generated videos have received international media recognition. "Gangnam Style"-related videos have also been uploaded by Cody Simpson,[88] Seungri,[89] Latino,[90] Fine Brothers,[91] Barely Political,[92] the Tampa Bay Buccaneers Cheerleaders,[93] and The Ohio University Marching 110.[94] During the two weeks leading up to August 8, 2012, nearly 1,000 videos with "gangnam" in the title were uploaded onto YouTube.[95] On August 16, 2012, Nelly Furtado performed the song at her concert in the Smart Araneta Coliseum in Manila, Philippines.[4] In Geneva, Switzerland, about 300 people gathered at the International Monument to the Reformation for a parody of "Gangnam Style" organized by a local radio station.[96]

The following parodies, cover versions and live versions have been featured in influential newspapers or broadcasting networks of various countries:

Author(s) Title Featured in
The Oregon Duck "Gangnam Style Parody (강남스타일) – The Oregon Duck"[97] USA Today[98]
The Presidents Race "Presidents Race PSY Gangnam Style"[99] The Washington Post[100]
22nd Company,
U.S. Naval Academy 		"Gangnam Style – USNA Spirit Spot"[101] CBS News[102]
Third Naval Area Command,
Royal Thai Navy 		"Gangnam Style สามัคคีนาวีอันดามัน "[103] Associated Press[104]
5 Para A Meia-Noite "Gamar com style / Pedro Fernandes / 5 Para a Meia-Noite"[105] Rádio e Televisão
de Portugal[106]
Cebu Provincial Detention
and Rehabilitation Center 		"CPDRC Inmates Gangnam Style (2012)"[107] Agence France-Presse[108]
Marcelo Kehler "Chaco Gangnam Style"[109] La Nación[110]
Agent K & Roman Buchatsky "Jewish style – Official parody to PSY – Gangnam Style (강남스타일)"[111] The Jerusalem Post[112]

North Korean parody

On September 18, 2012, the North Korean government uploaded a parody with the title "I'm Yushin style!" onto the government website Uriminzokkiri.[113] It is a parody of South Korea's ruling conservative party presidential candidate Park Geun-hye, and shows a photo-shopped image of her performing the horse-riding dance, while mocking her as a devoted admirer of the "Yushin" system of autocratic rule set up by her father, Park Chung-hee.[9][114] At the end of the video, next to an image of Park dancing "Gangnam Style", the video declares, "Yes I love Yushin. Yushin is my hometown, my creed, my future. I'm Yushin style"[115]

According to Josh Visser from the National Post, North Korea's video cannot be compared with the original "Gangnam Style" because of its "'Scooby-Doo'-style sound effects and 1960s big band brass".[116] John Hudson from The Atlantic Wire wrote that most frames of the video are too dark to even make out the imagery, and he dismisses the parody as "Pyongyang's last attempt at cultural appropriation".[117] Mok Yong Jae from Daily NK, an online newspaper run by opponents of the North Korean government, claims that Uriminzokkiri is a "propaganda website" and labels the "Gangnam Style" parody as an attempt to link Park Geun Hye with her father's two decades of dictatorial rule.[115]

Academia

According to a blog post published on the Harvard Business Review by Dae Ryun Chang, Professor of Marketing at Yonsei University, one primary factor that has contributed to "Gangnam Style"s international success is the song's intentional lack of a copyright. This allows people to easily adopt, re-stylize and then spread the song.[6] Brian Gozun, Dean of the Ramon V. del Rosario College of Business at De La Salle University, writes that the absence of a copyright and the use of crowd-sourcing are just some of the more innovative ways that Psy has marketed his song.[118]

Dan Freeman, Marketing professor at the University of Delaware, remarks that Psy's achievement is an anomaly which counters the typical trend of successful international artists, because foreign music poses a difficult challenge due to language issues, making it unlikely for a song to catch on "when you don't even understand the words". Freeman asserts that Psy owes his success in the United States to YouTube, because of YouTube's effectiveness in reaching a broad market.[119]

David Bell, marketing professor at the Wharton School of the University of Pennsylvania, suggests that "Gangnam Style" lacks a certain aggressive attitude that many find offensive in the rap genre, and "Gangnam Style" is like a classic rap video from a few years ago with girls and cars—"not as offensive and in your face, but with a humorous edge". Bell argues that it is Psy's accessible image, not his message, that has made the song so popular.[120]

The French-born political commentator Tim Soutphommasane, a Research fellow at Monash University, agrees that the Gangnam phenomenon is "something worth studying". According to Soutphommasane, the world is only beginning to appreciate Gangnam Style as "part of a broader hallyu cultural wave coming out of the country [South Korea]".[121]

Controversy

El Monte lifeguards incident

In mid-September 2012, 14 lifeguards from El Monte, California were released from official duties after they uploaded "Lifeguard Style," a parody of "Gangnam Style", using the city's swimming pool at the El Monte Aquatic Center. The part-time and seasonal employees were immediately fired for violating contracts that stipulate an employee "cannot use any city property for his/her own private benefit",[122] and "the city holds all employees to a higher standard."[123]

In an interview on 97.1 AMP Radio with Carson Daly, Psy called the incident a "tragedy" and added that the city officials "were taking things too seriously".[124] On September 14, Psy appeared on MTV News and left a message for El Monte's mayor Andre Quintero: "I'm begging you to not fire please, because they were enjoying their souls with some other cultures and it was even off duty."[125] Quintero stated that, "I think it's very important that we take a very good and thorough look at what happened so that we can avoid this from happening again".[126]

At a meeting on September 18, after hearing from residents the El Monte City Council called for an investigation into the firing. Hundreds attended the meeting. The meeting prompted columnist Frank C. Girardot to suggest that the lifeguards' struggle would make a great film with the title High School Musical 14: The Hollywood Lifeguards.[127] In early October 2012, Quintero indicated that he wanted to rehire the lifeguards.[128]

Parody by the Royal Thai Navy

While the "Gangnam Style" parody by midshipmen from the United States Naval Academy was praised by Commander William Marks, Public Information Officer at the Naval Academy, because "Even in the demanding environment of the Naval Academy, it's good to see that the midshipmen have struck a chord with the American public",[129] the parody by officers from the Royal Thai Navy was not as well received by some high-ranking commanders. Although Vice Admiral Tharathorn Kajitsuwan from the Third Naval Area Command insisted that "we had no intention to insult or make fun of navy officers in uniform", some senior officers have called it "improper". Kajitsuwan claimed that his subordinates had the right to upload the video to YouTube, although he did not expect them to do so. On October 1, 2012, he issued an apology to his colleagues. Commander Surasak Rounroengrom believes an investigation is unnecessary because the video caused no damage to the Navy, but he admits that there was some impropriety about military officers doing their "fancy stepping in uniform".[130]

Censorship

According to The Dong-a Ilbo, a Korean newspaper, "Gangnam Style" has hardly been mentioned by the Japanese media.[65] Although "Gangnam Style" has topped China's Baidu music charts[131] after major state-run broadcasting networks and newspapers in China reported about it, as of October 2012, "Gangnam Style" has not yet managed to break into Japan's national charts. In comparison with China and its neighboring countries, the song is almost entirely unknown in Japan. The Dong-a Ilbo claimed that this is due to a bilateral diplomatic conflict with South Korea, and it accused the Japanese media of keeping its people "in the dark".[65]

In Germany, an ongoing dispute between YouTube and the GEMA (the country's performance rights organization) regarding copyright issues has led to thousands of music videos, including "Gangnam Style",[132] being blocked in the country.[133] Users trying to access the official "Gangnam Style" music video without going through a foreign proxy server would see the following error message: "Dieses Video ist in Deutschland leider nicht verfügbar, da es möglicherweise Musik enthält, für die die erforderlichen Musikrechte von der GEMA nicht eingeräumt wurden."[134] (This video is not available in Germany, because it could contain music for which the necessary rights are not granted by the GEMA)

Role of social media

A resident of a shelter for disabled persons doing the Gangnam Style dance during a U.S. Navy community service visit in Geojedo, South Korea

The video was uploaded on July 15, 2012.[2] It overtook Carly Rae Jepsen's "Call Me Maybe" to reach the number one position on the YouTube Top 100 Music Videos during the week of August 28, 2012.[13][135] On September 1, it overtook Girls' Generation's "Gee" to become the most viewed K-pop video on YouTube.[3] Although "Call Me Maybe" has had unusually strong staying power, averaging over 1.5 million views each day, "Gangnam Style" increased to an average of over 9 million views per day within just 2 months. This is mainly because "Call Me Maybe" remained largely a North American trend, whereas the popularity of "Gangnam Style" is not confined to the United States.[136] On September 13, 2012, "Gangnam Style" became the most liked video on YouTube with over 1.6 million likes,[137] beating LMFAO's "Party Rock Anthem" for the number one spot.[138] On September 20, 2012, "Gangnam Style", with 2,141,758 likes, was officially recognized by the Guinness World Records as the most "liked" video in YouTube history.[12]

About 47% of the views came from the United States, 7% from the United Kingdom, 6.8% from Canada and 4% from South Korea.[74] During the time period from September 11 to September 18, the number of Facebook and Twitter shares of the "Gangnam Style" music video almost quadrupled from about 200,000 to more than 700,000.[139] By the end of September 2012, out of the 10 most viral videos in the Internet, five were videos related to "Gangnam Style".[140]

Celebrity tweets and comments

According to The Wall Street Journal, T-Pain was among the first to have "sent [the video] to the stratosphere" when he tweeted about it on July 29.[141][142] It was then picked up by Neetzan Zimmerman from the social blog Gawker, who asked "Did this underground Hip Hop artist from South Korea just release the Best Music Video of the Year?"[143] on July 30. This was soon followed by Robbie Williams,[144] Britney Spears,[145] Katy Perry,[41] Tom Cruise,[146] Joseph Gordon-Levitt[147] and William Gibson,[148] who have either commented about or shared the video with their fans via Twitter.

Timeline

During an interview with Reuters, Psy had claimed that his "Gangnam Style" was originally produced only for local K-pop fans.[67] On its first day of release, July 15, 2012, "Gangnam Style" was viewed about 500,000 times.[95]

The earliest video that caught the attention of the media is "PSY Gangnam Style MV Reaction", which was uploaded by Katie and Mindy Anderson on July 18, 2012. The Andersons were subsequently interviewed by Evan Ramstad from The Wall Street Journal a few weeks later.[149] In his article published on August 6, 2012, Ramstad also included "Kpop Music Mondays : Psy Gangnam Style", a review and parody of "Gangnam Style" uploaded on July 23 by K-Pop video bloggers Simon and Martina Stawski, a Canadian couple living in Seoul. This makes the Stawski's video the earliest parody featured in an American newspaper.[141] On August 8, 2012, Ramstad appeared on WSJ Live, and he mentioned the Andersons and the Stawskis again, before claiming that "a lot of Koreans are also making their own parodies of 'Gangnam Style'".[150]

On September 3, 2012, the number of views generated by "Gangnam Style" went past the five-million mark.[151] By the end of September, it had topped the iTunes charts in 31 countries.[152]

1 Earliest notable reaction video by K-pop fans Katie and Mindy Anderson, uploaded to YouTube on July 18, 2012[149]
2 Earliest notable parody by K-pop bloggers Simon and Martina Stawski, uploaded on July 23[141]
3a Shared on the Social news website Reddit, July 28[153]
3b Earliest celebrity comment by Robbie Williams on his personal blog, July 28[144][154]
3c First featured in the foreign tabloid newspaper Ilta-Sanomat, in Finland, July 28[155]
4 First celebrity tweet by T-Pain, July 29[141][142]
5 Picked up by Neetzan Zimmerman from the social blog Gawker, July 30[143]
6 Picked up by the British political commentator Andrew Sullivan, who blogs about the video on The Daily Beast, August 1[156]
7 Featured in CNN International and The Wall Street Journal, August 3[24][157]
8 Nelly Furtado performs "Gangnam Style" at her concert in the Philippines, August 16
9 Psy performs "Gangnam Style" at Dodger Stadium, August 20. This marks his first public appearance in the United States
10 Katy Perry shares the "Gangnam Style" music video with her 25 million followers on Twitter, August 21[41][158]
11 Psy appears on VH1 with Carrie Keagan and Jason Dundas, August 22.[48] This marks his first appearance in a US television show

Chart performance

The song debuted at number six on the Billboard Korea K-Pop Hot 100 for the week of July 28, 2012.[159] It then topped the chart the week after,[14] and remained at number one for five weeks.[160] On the Gaon Single Chart, the song was downloaded 816,000 times in its first week, and was number one for five weeks. As of 22 September 2012, the song was downloaded over 2.8 million times in South Korea.

On August 21, 2012, "Gangnam Style" charted number one on the iTunes Music Video Charts, overtaking Justin Bieber's "As Long as You Love Me" and Katy Perry's "Wide Awake"; this feat is the first for any South Korean artist.[161] Since early September, the song has also peaked on Billboard's YouTube Music Chart at number one.[162]

In the United States, "Gangnam Style" debuted at number 74 on Billboard Hot Digital Songs with 23,000 downloads sold in the week ending of September 8, 2012, and two weeks later reached number 25 with 61,000 downloads;[163] previously, 57,000 copies were downloaded in the US up until August 31.[164] The song rocketed to number four for the chart week of September 29, with 188,000 downloads.[165] On the issue date of September 22, it debuted at number 64 on the Billboard Hot 100, becoming the second K-pop song to enter the chart behind the Wonder Girls' "Nobody" in 2009. In the same week, "Gangnam Style" also debuted on the Billboard Pop Songs at number 28.[163] "Gangnam Style" had[when?] sold 866,000 downloads in the US.[citation needed] In its second week on the Hot 100, "Gangnam Style" rose to number 11.[165] In its third week on the chart, "Gangnam Style" rose to number two, behind "One More Night" by Maroon 5, becoming the first K-pop song ever to enter the top ten.[166]

On September 1, 2012, "Gangnam Style" debuted on the UK Singles Chart at number 196;[167] in its second week, the song reached number 61. The next week, the song rose up to number 37. On September 19, 2012, Greg James announced that the song had climbed 21 places to number 16. On September 21, 2012, the song had climbed from 16 to 6. The song was 22,000 copies behind "Hall of Fame" by The Script with sales of "Gangnam Style" accelerating by an average of 20% each day that week.[168] The song eventually reached number three in its third week on the chart.[169] The next midweek Official Chart Update, released on September 26, indicated that "Gangnam Style" was on pace to become number one on the next official chart, set for release on September 30.[169] The song, as projected, reached the top spot on the official September 30 chart, making it the first K-pop single to do so.[170]

In Finland, "Gangnam Style" peaked at number one on the Official Finnish Download Chart in August[171] and debuted at number one on the main chart in September.[172]

Charts and certifications

Weekly charts

Chart (2012) Peak
position
Australia (ARIA)[173] 1
Austria (Ö3 Austria Top 40)[174] 2
Belgium (Ultratop 50 Flanders)[175] 1
Belgium (Ultratop 40 Wallonia)[176] 4
Canada (Canadian Hot 100)[177] 1
Czech Republic (Rádio – Top 100)[178] 2
Denmark (Tracklisten)[179] 1
Finland (Suomen virallinen lista)[180] 1
France (SNEP)[181] 6
songid field is MANDATORY FOR GERMAN CHARTS 1
Greece Digital Songs (Billboard)[182] 1
Honduras (Honduras Top 50)[183] 1
Iceland (Tónlist)[184] 5
Ireland (IRMA)[185] 2
Israel (Media Forest)[186] 1
Italy (FIMI)[187] 4
Luxembourg (Billboard)[188] 1
Mexican Airplay Chart (Billboard International)[189] 1
Mexico (Monitor Latino)[190] 16
Netherlands (Single Top 100)[191] 1
New Zealand (Recorded Music NZ)[192] 1
Norway (VG-lista)[193] 1
Poland (Top 5 Video Airplay)[194] 2
Portugal Digital Songs (Billboard)[195] 2
Scotland (OCC)[196] 1
Slovakia (Rádio Top 100)[197] 50
South Korea (Gaon Digital Singles)[1] 1
South Korea (Billboard K-Pop Hot 100)[14] 1
Spain (PROMUSICAE)[198] 9
Sweden (Sverigetopplistan)[199] 2
Switzerland (Schweizer Hitparade)[200] 2
UK Singles (OCC)[201] 1
US Billboard Hot 100[202] 2
US Pop Songs (Billboard)[203] 16
US Rap Songs (Billboard)[204] 20
US Dance/Club Play (Billboard)[202][205] 28
US Latin Songs (Billboard)[206] 34
Venezuela Top 100 (Record Report)[207] 72

"Oppa Is Just My Style"

"Gangnam Style"
Song

"Gangnam Style" was officially re-released on August 14, 2012, as "Oppa Is Just My Style" (Template:Lang-ko), featuring additional vocals provided by Korean singer and 4minute member Hyuna. Mallika Rao of The Huffington Post wrote that the video was "apparently retrofitted here to work from a woman's point of view, but the main difference we're spotting is less invisible horse riding and more sultry side-eyeing."[209] The accompanying music video has garnered over 74 million views in seven weeks after its upload onto YouTube.[210]

See also

References

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