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Let’s do the “Gangnam”!

Well, you surely know that “Gangnam Style” is a 2012 K-pop single by the South Korean rapper PSY. “Gangnam Style” is widely praised for its humor, catchy rhythm as well as PSY’s unusual dance moves.Gangnam 1

First released on July 15, 2012, it entered the Gaon Chart singles chart at number one upon release and became the most viewed K-pop song on YouTube. The international hit, from South Korean rapper PSY, made waves in the USA — the toughest market to crack for any foreign artist.

Unrelenting Popularity

Gangnam 3His fame reached international status in summer 2012 with the release of the album PSY’s Best 6th Part 1, propelled by the single “Gangnam Style,” which he immortalized in a video with campy choreography that simulated riding a horse.

Within a month of its release, the video racked up over 28 million hits on YouTube and inspired parody clips from all corners of the globe. In week 5, the cult-hit grew by 4 million views per day! Now the video is a viral cult-hit with over a billion hits on YouTube.

PSY Didn’t Need Justin Bieber to Find Internet Stardom.

The success of “Call Me Maybe” by Carly Rae Jepsen can be traced back to Bieber. In January 2012, the Biebs and his girlfriend Selena Gomez were in Canada and heard the track on the radio. After they tweeted about it — and recorded a video of themselves and their famous friends lip synching along to the track — and with that…Jepsen instantly gained international attention. Gangnam 8

But PSY relied on his silly horse dance and wacky video concept to grab people’s attention. Within days of its release in Korea, the video received intensive coverage from various blogs and K-POP news sites, before getting picked up by viral trackers Buzzfeed and Gawker. After a 2 year break, the 34 years old PSY is finally coming back with his 6th album PSY6甲.

To break through the clutter, PSY realized that he needed to create a real viral cult hit. The song Gangnam Style was composed solely by PSY himself, from lyrics to choreography. When PSY, who stars in the cult hit video clip himself, was asked about the secret ingredient of this success, he answered: “My goal in this music video was to look uncool until Gangnam 7the end. And I achieved it”

PSY even appeared at the 2012 MTV Video Music Awards in September, and on Good Morning America showing off his “Gangnam style”. Times Square was filled with a flash mob learning the video’s horse dance.

PSY Gangnam Style Got Even Bigger When Celebrities Embraced It! 

British pop singer Robbie Williams, rapper T-Pain and singer Josh Groban have all tweeted about their love of PSY’s video. Then, superstar Britney Spears got a lesson on how to do the “Gangnam Style” dance on The Ellen DeGeneres Show.

Spears tweeted a link to the video, thanking PSY for the lesson. “LOL, thank u @psy_oppa for the surprise dance lesson yesterday @TheEllenShow was going off Gangnam Style!”

Viral video Parodies Have Flooded the Web.

They say that imitation is the sincerest form of flattery, so PSY must be feeling the love after dozens of music video parodies of “Gangnam Style” hit the web. From Korean parodies like “Daegu Style” and “Hongdae Style” to lip-synched tributes created by K-POP fans across the world, “Gangnam Style” has even managed to transcend the pesky language barrier.

San Francisco newlyweds Stephani Nguyen and Jeremy Ueno paid homage the K-POP hit with their own hilarious video, which featured the couple — and their wedding party — mimicking PSY’s catchy choreography.

And Malaysia also added to the list. In the recent Merdeka day celebration, the crew from Fly FM created their own version as well. Total hit of this video to date is 1.57 million. Impressive eh?!

Another Gangnam Style that hit the Malaysian eye in the local newspaper is from a group of 30 teenagers from Sabah and not to forget latest Gangnam KL style collaboration with Hitz.fm.

PSY made it bigger by signing to Scooter Braun’s record label, Schoolboy Records.

In September, Braun announced (via video) that he had signed PSY to his label, hoping to make the rapper “the first Korean artist to break a big record in the United States.” With PSY at his side, the two toasted, “to PSY, to Korea, to breaking down barriers, to the future.”

Did we mention that his fellow labelmates include Bieber and Jepsen? Could there be a possible collaboration in the works? Perhaps it’s Braun who’s trying to take over the internet!Gangnam 9

Brand Builders Take Note

Its time for many more brands and entertainment companies to understand that content can be king in the post-digital revolution era in which one can continue buying media, but not attention and respect! That must be earned…OPPAN GANGNAM STYLE!