The Phenomenon That Proves There Is No Business Like Show Business

If it had been possible to ask the Chinese before the presidential elections whom they would prefer to see as the leader of the United States, the majority would likely have sided with Obama.

Believe it or not, that decision would not have been made based on their views on policy towards the most populous country in the world, the quality of Romney’s or Obama’s economic-political program, but simply because Obama allegedly rode an invisible horse and danced to the rhythms of the ultra-popular ‘Gangnam Style’. Western media such as the Daily Mail or Bloomberg reported on this, entertained by comments posted on Chinese blogs and versions of popular social networks. At the end of September, Obama’s impersonator Reggie Brown released a video in which he performed the choreography of South Korean pop musician Psy. This parody virtually reached China, but unlike Westerners, who understand that this is not Obama, the Chinese somehow ‘fell for’ the joke and concluded that their American president is now somewhat likable. 

This anecdote is just one in a series of those linked to one of the greatest phenomena of today – ‘Gangnam Style’ – the pop hit that catapulted Psy to stardom. This hit on YouTube has been viewed by over 700 million users, the internet has been flooded with parodied versions, and its author Psy has not only become the official ambassador of South Korea but also performs his choreography at events with high-ranking political officials such as Ban Ki-moon, teaches classes at Oxford, appears on all relevant global ‘talk shows’, performs worldwide, and the stock value of his father’s company and the perception of the value of ‘made in Korea’ products are rapidly increasing. ‘Gangnam Style’ is analyzed by music critics, sociologists, psychologists, financiers, and marketing experts, who are trying to decipher the formula for success and answer the question of what the hell happened.

Sudden Success Although Psy’s career in the South Korean music market has lasted since the beginning of the new millennium, somehow this infectious tune became a global hit. As its author stated for foreign media, the music video was posted on YouTube for users in the local market, possibly neighboring countries. No one, not even Psy, thought it could interest a global audience, especially considering that for most Westerners, Eastern music offerings are a real Spanish village. However, a miracle happened, and just a few weeks after its launch in late spring this year, it spread around the world like a virus and topped the charts of the most important global music lists. Psy quickly became the ambassador of an entire nation, which he admitted is very stressful for him because he would never take on that responsibility in his dreams. Interestingly, the global audience decided instead of him, although it is not entirely clear how much they understand what Psy wanted to convey with that hit, and they do not care that in the song the author exclusively addresses local trends.

Locals Understand In this musical number, Psy addresses the residents of the Gangnam district of Seoul, who, with their fine, branded clothing and penchant for plastic surgeries, showcase the depth of their pockets, or rather their high status on the social ladder. ‘Riding an invisible horse’ (a phrase that best describes his choreography) is meant to ‘enhance’ his message about the empty life of the wealthy class. Now, the global audience is only able to ‘pick’ that infectious rhythm and twisted choreography without the mentioned social commentary, making it even harder to understand the phenomenon, so it is quite logical to repeat the question of what the hell really happened. Harvard Business Review, in its analysis of the phenomenon, claims that Psy, consciously or unconsciously, has arranged things correctly and that musicians eager for fame and commercial brands longing for popularity have something to learn from him. Psy, the magazine writes, fueled the virality of the hit by deciding not to burden the audience with copyright issues, allowing them to interpret, modify, or parody the work however they wish. He served them a hit, allowed them to play with it, and become part of the phenomenon themselves. Furthermore, Psy animated an audience that loves light, catchy tunes, but also the entire community of dance lovers. In other words, ‘Gangnam Style’ is a hit that is ‘two in one’ where dance is almost as valuable as music.

Psy as a Brand Also, despite the fact that the song is best understood by local consumers, Psy’s music video allowed him to speak a universal language and present himself as a pop artist who maintains an original image. The global audience liked that he does not embody the look of a classic, polished, and toned pop idol, but rather ‘runs’ his own film, chubby in neon-colored suits and bow ties. Harvard Business Review concludes with the thesis that Psy is exactly what all brands should be – fun, honest, and authentic – and that, with a little help from capable music managers, he could transform into much more than a one-hit wonder. It is certainly worth adding that in the world of modern technology, where the entire world is just a click away, anything is truly possible. Although many will argue that the phenomenon of ‘Gangnam’ confirms the strength and good sides of the virtual world, perhaps we should still ask whether Psy’s sudden success confirms the immense superficiality of the audience. How is it possible that just one man, singing about things that no one understands, in a language that no one understands, can do more for a country than all its statesmen combined? Is it really that good that the Chinese suddenly like Obama more because he allegedly danced to the hit of their neighbors? Kudos to Psy and his successful branding, but the phenomenon of ‘Gangnam’ is just another in a series of proofs that there is truly no business like show business.