Video Analysis- Joel Yap
“Psy”’s Gangnam Style was an international success, breaking the YouTube record number of views upon its release, and making “Psy” into a household name globally. It serves as an example as to how the hybridization of Western and Korean influence can work in sync to produce content that is appreciated globally. Gangnam Style’s music video heavily incorporates dancing, which can be in part attributed to its global success. The role that YouTube had in the success of Gangnam Style cannot be understated, and is the primary means by which it was disseminated globally.
Although “Psy” is not considered as a typical K-pop artist, in 2011 he was signed under YG entertainment (one of the largest music producers in k-pop) to utilize their global fan base1. Previously, “Psy” as an artist was considered by many to be at odds with k-pop, due to his “blunt lyrics, bizarre dance, and ridiculous performance”2. His appearance is also atypical of a what has become the norm in k-pop; “Psy” is generally viewed as having an unattractive face, and a “plump body”3. His signing by YG entertainment meant that the production of Gangnam Style would more closely follow the typical formula for success that the large Korean producers employ. On aggregate, the music videos produced by SM Entertainment, YG Entertainment and JYP Entertainment garner the highest number of views for K-pop videos4. As such, the influence of YG Entertainment on the production of Gangnam Style likely attributed in part to its global success.
Gangnam Style also incorporates many textual hooks via which it’s audience can appreciate, follow along, and replicate. In this case, “an easy-to-follow song with an addictive electronic riff and repeated lyrics, a unique and funny dance, ridiculous characters and comic setups, and a satirical message”5 all contribute to an experience that a global audience can relate to. This can be reflected in its general success, and the thousands of parody/cover videos that were created in response to Gangnam Style. The signature horse riding dance that “Psy” employs throughout the video became a phenomenon in itself, spawning its own series of dance covers. The song closely follows the formula utilized by the major production companies in Korea, whereby artist “utilize repetitive versus and choruses primarily written in English or English mixed with Korean to target young generations who seek entertainment embedded in new media”6. Although not done to an elaborate extent, Gangnam Style does have several English phrases which are repeated throughout the music video.
Another aspect of the reception of Gangnam Style was the “mishearing” of the lyrics, confusing “Oppan Gangnam Style” with “Open Condom Style”7. Such mishaps actually helped further promote the song in some markets, by breaking what would otherwise be a language barrier, and even serving to fuel the creating of more cover videos.
The music video also serves to convey “Psy’s” satirical portrayal of the Gangnam area in Seoul, whereby he utilizes different scenery and his ridiculous outfits and dance moves to create a parody. The videography throughout the music video is typical of that within the k-pop industry, with the camera maintaining a strong and close focus on the idol, in this case, “Psy”.
Gangnam Style goes beyond being just a music video, its record breaking views on YouTube set the stage for non-Western artists to utilize the platform to enhance their global viewership. The different elements within the video come together to create a cohesive package that can be appreciated by a global audience, yet is instantly recognizable as being part of the k-pop genre.
- Jung Sookeung, “Global Production, Circulation, and Consumption of Gangnam Style,” International Journal of Communication 8, 2014: 2790-2810. https://ijoc.org/index.php/ijoc/article/view/2966/1254
- Dal Yong Jin & Woonjae Ryo (2014) Critical Interpretation of Hybrid K-pop: The Global-Local Paradigm of English Mixing in Lyrics, Popular Music and Society, 37:2, 113-131, DOI 10.1080/03007766.2012.731721
- Jung Sookeung, “Global Production, Circulation, and Consumption of Gangnam Style,” International Journal of Communication 8, 2014: 2790-2810. https://ijoc.org/index.php/ijoc/article/view/2966/1254