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Gangnam Style

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"Gangnam Style"
Song

Template:Contains Korean text

"Gangnam Style" is a 2012 K-pop single by the South Korean rapper Psy. It has been featured in broadcasting networks such as CNN and Bloomberg, mentioned by numerous celebrities, and has also led to various user-generated parodies and reaction videos from all over the world. According to the German national daily newspaper Die Welt, "Gangnam Style" is spreading like a "Lauffeuer" (wildfire),[1] and the Canadian Broadcasting Corporation writes that millions around the globe have become "obsessed".[2] "Gangnam Style" is widely praised for its humour, catchy rhythm as well as Psy's unusual dance moves that have introduced many people to K-pop. First released on July 15, 2012, it entered the Gaon Chart singles chart at number one upon release, and it has the most views as a K-Pop song on YouTube. [3]

Background

"Gangnam Style" is a Korean language colloquialism that refers to a luxurious lifestyle associated with the Gangnam district,[4] an affluent and trendy area of Seoul.[5] The music video depicts Psy dancing at various locations in Gangnam.[6] The song is about "the perfect girlfriend who knows when to be refined and when to get wild."[7]

In colloquial Korean, "오빤 강남 스타일 (Oppan Gangnam style)" may be translated as "I love the Gangnam style" or literally "Your big brother is Gangnam Style". The Korean word 오빠 (oppa) means "a female's elder brother" but can be also used as a first-, second- or third-person masculine pronoun to designate a male who is elder or older than a female. Based on more recent cultural norms, the term has typically been used to refer to a boyfriend or male spouse. It is used as a first-person pronoun in this phrase. 오빤 (oppan) is an abbreviation of 오빠는 (oppaneun). 는 is a topic marker, which in this case means the implied subject of the sentence is the singer (오빠). The verb "to be" is omitted, as is often the case in such short Korean sentences. Thus the literal translation of "Oppan Gangnam style" is "Your big brother [is] Gangnam Style".

The lyrics are by Psy, music by Psy and Yoo Gun-hyung, and it was arranged by Yoo Gun-hyung, who is a well-known producer in South Korea and also collaborated with Psy in the past.

Music video

File:This is the Front Cover for the CD single Gangnam Style by the artist PSY.jpg
An animated sequence showing Psy doing the horse galloping dance at the end of the music video.

The music video shows PSY dancing a comical horse-riding dance and appearing in unexpected locations such as an outdoor yoga session and hot tub. The "skewering [of] the Gangnam image" by the "non-Gangnam PSY" is recognizable to Korean viewers, but those less familiar with the cultural context have found the video "fresh" amidst the teen pop idol groups increasingly popular with overseas viewers.[8]

Making appearances in the music video are:

  • 4minute member Hyuna playing PSY's love interest and appearing in the two final dance sequences
  • Comedian/television personality Yoo Jae-Seok in a dance duel with PSY
  • Comedian/television personality Noh Hong-cheol dancing in an elevator with his trademark pelvic-thrusting
  • 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."[9]

About a month after its initial release, on August 17, 2012, Gangnam Style officially won first-place in the Korean music television programme Music Bank[10] on KBS 2TV, scoring a total of 18,601 points.

Release

When "Gangnam Style" was first released on July 15, 2012, it was known only to fans of K-Pop, and in particular those of Psy's record label the South Korean management agency YG Entertainment. However, K-Pop fans started to share it on social networks like Facebook and Twitter and it was not long before internet users outside the K-Pop community began to notice it. Soon, even celebrities in and outside the United States tweeted about "Gangnam Style", which triggered a vicious snowball effect. Towards the end of July, it became a worldwide hit when the international media began to take notice of it. On the 4th of August, The Los Angeles Times wrote that "Gangnam Style" is "unstoppable" and it is "taking over the world".[11] During the last week of August, Billboard Magazine reported that Psy has jumped up by 8 spots on the weekly Billboard Social 50, beating Taylor Swift to take the number one position. This is a feat that has so far only been achieved by 9 other artists including Justin Bieber, Lady Gaga and Adele . [12]

Reception

Recognition by international media outlets

Although K-Pop has been getting increasingly popular over the past few years due to the Korean Wave, it is still fairly uncommon for K-Pop songs to be featured in foreign broadcasting networks and newspapers. However, "Gangnam Style" has managed to catch the attention of international media outlets such as the CBC[13] and CNN, the latter of which describes it as "very different and comedic." Other broadcasting networks, popular magazines and newspapers which have reported on "Gangnam Style" include The Los Angeles Times[14], The Huffington Post[15], The Seattle Times, The Washington Post, The Herald Sun[16], The Atlantic[17], The Boston Globe[18], The Vancouver Observer [19], The Wall Street Journal[20], ABC News[21], USA Today[22], the Bleacher Report [23], CNBC[24], Bloomberg[25], ESPN [26], Le Point[27], Libération[28] Le Nouvel Observateur[29], BBC [30], VH1[31], M6 TV[32], and the Global Times[33]

The German weekly news magazine Der Spiegel attributes the growing popularity of "Gangnam Style" to its daring dance moves, and describes how Psy hops and waves wildly with his arms while brandishing an imaginary lasso and riding on an imaginary horse.[34] The Süddeutsche Zeitung uploaded an interview from Reuters with Psy on its website with the headline "Rapper from South Korea scores an Internet hit". It added that although Psy is not well known outside South Korea, his "very colourful" video is currently "winning fans everywhere".[35] Another German newspaper Der Tagesspiegel wrote "if you're looking for a big Disco hit this summer, you'll probably find it in this video". It acknowledged that Psy has only achieved mediocre success and he does not conform to the "Boyband-Ideal" of South Korea but nonetheless is on the verge of becoming the "next big internet hype."[36]

According to The Washington Post, "Gangnam Style" has made an extraordinarily "stupid-looking" dance move suddenly cool[37] and Psy is currently having a "pop culture moment". Psy's dances moves are "somewhat bizarre" but the music video is full of "colorful, lively outfits". It also remarked that Psy's "colorful" style is being celebrated in the United States, and around the world.[38]

Matt Miller, a host from the business and financial news broadcaster Bloomberg Television, told the audience to just "Let me show you a clip that I have been wanting to show you for weeks" but because it would be inappropriate to play "Gangnam Style" during a financial news programme, he has been trying to "figure out some connection" between "Gangnam Style" and Wall Street and the econonmy. Failing to find any, he decides to show the video anyway because "I don't really care and its just a super hot video that has gone astronomically viral." He also tells the audience that he has been dancing to "Gangnam Style" a lot at home and jokes that he (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!"[25]

Time Magazine notes that while "Gangnam Style" has garnered millions of views on Youtube and many of these views were made by repeat viewers, this is nothing suprising because "it’s hard not to watch again …and again …and again. In fact, here it is one more time. We can’t help ourselves."[39]

CNN reporter Shanon Cook even went as far as to reveal that she has watched it "about 15 times"[40][41]

Video performance on YouTube

Another indicator of the song's immense growing popularity is its performance on the video sharing platform YouTube. The Los Angeles Times calls it one of the greatest videos ever to be uploaded to YouTube. [42]

Uploaded on July 15, 2012, "Gangnam Style" has been viewed over 88 million times and 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.[43][4] On the 1st of September, it overtook Girl's Generation's Gee to become the most viewed K-Pop video on Youtube. About 47% of the views came from the United States, 7% from the United Kingdom, 6.8% from Canada and 4% from South Korea.[44]

Praise and criticism

Although "Gangnam Style" has been met with overwhelmingly positive reactions, some have found it wacky or even vulgar.[45] The Sydney Morning Herald called it a "social satire" dissecting the extravagances of a society drowning in debt and writes that "Gangnam Style" makes no sense at all to most Western eyes and it makes you wonder if you have "accidentally taken someone else's medication".[46]

The German national daily newspaper Die Welt labelled Psy's dances moves as eccentric but also colourful.[1] Perhaps due to the fact that K-pop songs rarely, if at all, feature in the international media, certain European commentators were somewhat skeptical about "Gangnam Style", some even seeing a resemblance between Psy and Kim Jong-il, the former leader of North Korea. For example, the Berliner Zeitung published a short article with the headline "Dancing like Kim Jong-Il" which compares Psy with North Korea's deceased dictator Kim Jong-Il and mentions about Psy's "eccentric" dancing style" that has generated parodies worldwide.[47]

The weekly news magazine Stern also uploaded a video onto its website with the title "Scurrilous Internet-Hit: A rapper rides to success", and describes how Psy "looks like Kim Jong-Il" and moves like a horseman. He has conquered the charts with his "bizarre" dance moves.[48] Der Bund was more upfront with its opinion about "Gangnam Style", writing that "Dumm getanzt ist halb gewonnen (Dancing stupidly wins you half the race)", but also adds that the Internet community is fascinated by the so-called horse dance.[49] The Swiss tabloid 20 Minuten calls "Gangnam Style" a worldwide hit in an article published under the headline "Rapper Psy's horse dance is rattenscharf (very cool)". It then goes on to proclaim that "Samba, Salsa and Zumba belongs to yesterday because now comes the horse dance."[50]

The American news site GlobalPost asks: "What exactly is Gangnam Style?" and answers that it is apparently a lot "more than just a silly music video" and that "Gangnam Style" is a "dance craze with a meaning"[51]

Thailand's English-language newspaper The Nation wrote that the song brought "a Psy of relief".[52]

Impact

Influence on other celebrities

One important factor that has led to "Gangnam Style" being so well known is its popularity among many notable celebrities, this has caused it to receive attention from numerous fans in and outside the United States. When "Gangnam Style" was first released, it was only known to fans of K-Pop, and in particular those of Psy's record label the South Korean management agency YG Entertainment. However, K-Pop fans started to share it on social networks like Facebook and Twitter and it was not long before internet users outside the K-Pop community began to notice it. Soon, even celebrities in and outside the United States started mentioning about "Gangnam Style" on Twitter and elsewhere, which led to a snowball effect further increasing Gangnam Style's already growing popularity.

For example, on August 16, 2012, Nelly Furtado performed the song in her concert in the Araneta Coliseum in Quezon City, Metro Manila, Philippines.[53]

During the late night comedy talk show Chelsea Lately, the American stand-up comedian and actress Chelsea Handler tells the audience that she is assembling a task force to expand the search for the lucky man to marry. She excludes the Russians and the natives of Galápagos from her search, and calls Psy a "surprising person that has pricked my interest", as well as a "revolutionary musician, dancer and sex symbol". She also compares Psy with the latino pop singer Ricky Martin, before revealing that she had discovered "Gangnam Style" "only after 43 million people have watched this video on Youtube." Shortly after, she exclaims "Oppa Gangnam Style!" and the programme ends with the "Gangnam Style" dance performed by 6 backstage dancers.

Other notable artists such as the British singer Robbie Williams, actor Simon Pegg as well as Josh Groban have also mentioned about the music video on Twitter.[54] While Rapper T-Pain praised “Gangnam Style” because "Words cannot even describe how amazing this video is."[40], Britney Spears indicated her interest in "Gangnam Style"'s choreography. She tweeted "I am LOVING this video – so fun! Thinking that I should possibly learn the choreography. Anybody wanna teach me?”[55]

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)".[56] Soon afterwards, it was reported that Psy had left for Los Angeles to meet with representatives of Justin Bieber, to explore collaboration opportunities.[45][4]

Obsession

Just like all other viral videos and Internet memes, it did not take long for "Gangnam Style" to become so popular that many became obsessed with it. In an article under the headline "Psy's 'Gangnam Style: K-Pop Star's Viral Comeback Is Impossible To Resist", The Huffington Post quotes from "Gangnam Style"'s official Youtube video description that the song is characterized by its "strongly addictive beats" and writes that this is not too far-fetched, considering "how obsessed we’ve found ourselves."[57] During VH1's Big Morning Buzz Live show, the televion host Carrie Keagan says that everyone in our office is "completely obsessed" with "Gangnam Style". [31][58]

The American actress and singer Vanessa Hudgens also posted the "Gangnam Style" video on her official website and wrote "I am so amazingly obsessed. GANGNAM STYLE!" [59] and the singer and songwriter Katy Perry even asked for help when she wrote on Twitter: "Help, I'm in a Gangnam-style K-hole."[60]

The Canadian Broadcasting Corporation writes that millions around the globe have become "obsessed" with Psy's dance moves[2] and USA Today says "make sure everyone you love has seen this." [61]

The rapidly growing popularity and international recognition of the previously little known South Korean rapper Psy's big hit "Gangnam Style" has also spawned a lot of other user generated videos related to it. They include various reaction videos and parodies, some of the more popular ones have received millions of views, such as:

  • The Oregon Duck - Gangnam Style Parody[62], featured in USA Today[63]
  • Gangnam Style Ultimate Mashup (Parodies, Covers and Remixes)[64], featured in The Huffington Post[65]
  • Teens react to Gangnam Style[66] by the Online producer TheFineBros [66]
  • Hongdae Style[67], a parody of "Gangnam Style" by Trend Factory. It was featured in The Wall Street Journal as among the top 5 Must-See Gangnam Style Response Videos[20]
  • Pyongyang Style[68], a parody that "mocks North Korean dictator Kim Jong-il",[69] according to the American news agency United Press International
  • PSY Gangnam Style MV Reaction[70] by Katie and Mindy Anderson. The Wall Street Journal writes that "The Andersons’ reaction video is fun because of their spontaneity, laughter and creeping realization of what’s going on."[71]
  • GANGNAM STYLE [GOLA GOLA][72] appeared in the Abu Dhabi newspaper The National, that speculates if there will be "a Middle East Gangnam Style soon?"[73]
  • PSY - VH1 Morning Buzz Live with Carrie and Jason[31][58], in this video, Psy appears on the American cable television network VH1 and teaches the television hosts Carrie Keagan and Jason Dundas how to dance "Gangnam Style" during the Big Morning Buzz Live show.
  • Idol group SHINHWA also showed their extreme interests in Psy's "Gangnam Style" (especially lead vocalist Shin Hye Sung) with the members dancing to the "horse-riding choreography" repeatedly on episode 24 of their own variety show "SHINHWA Broadcast", which was aired by jTBC.[74]
  • Police style [75] by DJ Synapse[76]
  • Catholic Church Style[77] by ucankorea[78]
  • Church Style[79] by kalmaschool[80] was filmed to promote church retreat

Comparisons between Psy and other famous personalities

With a pair of sunglasses, an eye-catching outfit, and a Pompadour hairstyle that reminds one of Elvis Presley's hair which sweeps upwards from the face and high over the forehead, Psy has often been compared in "Gangnam Style" with other over-the-top personalities such as the former North Korean leader Kim Jong-il[47] as well as the American electropop duo LMFAO[81]

The American news website GlobalPost called Psy the love child of Kim Jong Un and Lady Gaga and that he looks something like Mr. Chow from "The Hangover.[82], referring to the American comedian Ken Jeong who plays the flamboyant Chinese gangster Mr. Chow in the 2009 award-winning comedy film The Hangover. The American stand-up comedian and actress Chelsea Handler also compares Psy with the Latino pop singer Ricky Martin.

While many commentators saw similarities between Psy himself and other famous personalities, others drew comparisons between the music of "Gangnam Style" with the music of other artists. The Washington Post writes that "Gangnam Style" has multiple influences including "LMFAO’s Party Rock Anthem shuffle (which, in turn, comes from the Melbourne Shuffle)”[37], while the Los Angelos Times writes that this "ridiculously infectious" song is "so over-the-top as to make LMFAO sound like James Blunt"

Critics have speculated that Western audiences' familiarity with Gangnam Style's European Tech House beats has helped make the song accessible, while Psy's weaving of traditional Korean melodies and lyrical cadence have made the song unlike anything they've heard before.[51] According to Psy himself, his musical influences are "mainly rappers, like Eminem, 2 Pac, Jay-Z, and Dr. Dre." [18] During an interview with Reuters, Psy hinted that he never expected such a worldwide interest in his music and that "Gangnam Style" was "never targeted (at) foreign countries. It was (just) for local fans" and that his only goal in "Gangnam Style" "was to look uncool until the end."[83]

Although the international success of Gangnam Style came as a surprise Psy himself attributes the appeal to universal factors of humor and performance, "I think foreigners think I'm funny. The way Korean people think Austin Powers and Mr. Bean are funny. There's no language barrier. I'm crazy about music. Crazy about the stage. Crazy about performing and crazy about my fans."[84]

Presence of Gangnam Style elsewhere

Dodger Stadium

On August 20, 2012, Psy tweeted "Bringing #GANGNAM STYLE to the @Dodgers - Giants game this evening". That evening, he was spotted with his dance moves from "Gangnam Style" at the Dodger Stadium in front of 43,000 jubilant baseball fans during a game against the San Francisco Giants.

On August 22, the Los Angeles Dodgers posted a video on its official homepage titled "PSY Dance Cam". Throughout the one and a half minute video clip, many of the LA Dodgers' fans were seen dancing to the beats of "Gangnam Style". At around the one minute mark, the camera zoomed in on Psy, who stood up and did his horse riding dance moves before clapping his hands to acknowledge the crowd's enthusiastic cheers.[85]

Political campaigns

The British tabloid newspaper Daily Mail reported that Psy's moves have become so popular, "even presidential candidates are copying them".[86]. The Canberra Times also mentions that a few of South Korea's normally staid presidential candidates are "imitating Psy's moves in an appeal to voters".[87]

Flash mobs

A "Gangnam Style" Flash mob event, sponsored by the South Korean broadcasting and entertainment company Mnet Media, was held in Pasadena, California.[88]

Factors that have led to Gangnam Style's widespread popularity

The role of social media

In an interview with Reuters, Psy told reporters that the popularity of "Gangnam Style" was not due to any promotions or advertising because "I didn’t try anything. I didn’t promote." Rather, he attributes the rapid spread of "Gangnam Style" to social networking sites like Youtube and Twitter, and says that it "just happened like this with YouTube and Twitter. I think those two feed me." [83]

Also, the fact that its music video features a few extremely successful K-pop stars, who have supportive fans worldwide, helped it to initially gain attention.

Being different from "the pretty boy image"

According to the Indian television news channel CNN-IBN, South Korea is "a nation famed for the pretty-boy but often bland bands of K-Pop".[83] As a "chubby musician", the "Uncool Korean star Psy" is more widely known for specializing "in high-energy and outrageous performances."[83]

Katie and Mindy Anderson, two American fans who uploaded the "PSY Gangnam Style MV Reaction", told The Wall Street Journal reporter Evan Ramstad that "Psy is a very likable person because he’s not the perfect pretty boy image" and that "we need more humor in K-pop and I’m so glad Psy is around to bring it on." [71]

The Vancouver Observer writes that Psy "doesn't fit the standard K-pop idol image of being incredibly young, good-looking"[19] and The Sydney Morning Herald called Psy a "chubby, rapping singer [who] finds fame and popularity in a sea of pretty K-pop stars". [89]

Humour combined with a funky beat and an unusual choreography

Hinting at the fact that Hip hop music from the Western world sometimes contain a fair amount of expletives and aggression, The Seattle Times compares "Gangnam Style" with the hip hop music of Europe and praises "Gangnam Style" for being "legitimately funny in an international field which often translates hip-hop dreadfully seriously (see: Europe)" and calls Psy a "groundbreaking satirist by Korean standards".[90]

The Bild tabloid comments that all Psy did was wear a "crazy" outfit and do a "funny dance" to become a YouTube star[91] and The Korea Times describes how the "The Psy syndrome" is intoxicating music fans with its "funky beat and comical dance moves".[92]

In an interview with South Korea's Yonhap News Agency, Psy says that his motto is to "be funny but not stupid".[93]

Usage as a catchphrase

"Gangnam Style"'s growing popularity has also led to its increasingly widespread usage as a common catchphrase. The American tabloid LA Weekly uses the phrase "Gangnam Style" to describe the opening of the latest U.S. branch of Cocohodo, a boutique bakery that specializes in walnut pastries,[94] by publishing an article with the title "Cocohodo Opens in Koreatown: Hodo Kwaja, or Walnut Pastries, 'Gangnam Style!'"[94]

The Business Times, an English-language newspaper based in Singapore, writes that you can reenact the local comedy show Army Daze by turning it into a semi-musical and throwing in "a dash of Gangnam Style."[95]

Towards the end of the comedy talk show Chelsea Lately, the American stand-up comedian and actress Chelsea Handler exclaims to the audience "Oppa Gangnam Style!" and then presents the "Gangnam Style" dance performed by a group of backstage dancers.[96] After watching "Gangnam Style", the singer and songwriter Katy Perry also mentioned the phrase by tweeting "Help, I'm in a Gangnam Style K-hole".[52]

Derivatives of "Oppan Gangnam Style"

In an interview with Reuters, Psy told reporters that the song "was for local fans" and that it never targeted foreign countries.[97] As a result, when Psy first introduced the phrase "Oppan Gangnam Style!" to the internet community most non-Korean internet users did not understand what he was saying.

In particular, many users from the English-speaking world simply took it that Psy was perhaps rapping about something in English that they could not understand. In fact, the American news agency United Press International wrote that the phrase "Oppan Gangnam Style" was misheard as "Open Condom Store".[69], especially after a bewildered teen mentioned it during the video Teens react to Gangnam Style by the Online producer TheFineBros[69]

Elsewhere, the English-language daily newspaper The National, based in the United Arab Emirates, writes that "he (Psy) repeatedly says "happy birthday" in Arabic".[73]

Chart performance

The song debuted at #6 on the Billboard Korea K-Pop Hot 100 for the week of July 28, 2012.[98] "Gangnam Style" then topped the chart the week after,[5] and has remained at #1 for five weeks.[99] The song has also peaked on Billboard's YouTube Music Chart at #1.[100] On August 21, 2012, Gangnam Style officially charted #1 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.[101]. In South Korea the song was an instant success selling 745,000 downloads in its first week and remains atop the Gaon Single Chart for five consecutive weeks since debut. As of August 23, the song was downloaded over 2,545,837 times in South Korea alone. In Finland the track took the number one place on the official download chart.

Oppa Is Just My Style

Gangnam Style was officially re-released on August 14, 2012 as "Oppa Is Just My Style" (Template:Lang-ko), featuring additional vocals provided by South Korean singer and 4minute member Hyuna. Oppa Is Just My Style is the interpretation of the original "Gangnam Style" from a woman's perspective.[102] Despite criticism against Hyuna's vocals, the accompanying music video has managed to garner nearly 7 million viewers within the first two days after its upload onto YouTube.[103]

Charts

Chart (2012) Peak
position
Canada (Canadian Hot 100)[104] 71
Denmark (Tracklisten Top 40)[105][106] 9
Finland (Official Finnish Download Chart)[107] 1
Netherlands (MegaCharts Single Top 100)[108] 10
South Korea (Gaon Digital Singles)[109] 1
Sweden (DigiListan)[110] 34
US Bubbling Under Hot 100 Singles (Billboard) 15
US (Billboard Korea K-Pop Hot 100)[5] 1

See also

Look up gangnam style in Wiktionary, the free dictionary.
Wikimedia Commons has media related to K-pop.

References

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