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“Gangnam Style” has created such a global stir that it is becoming a merchandising sensation, sparking the creation of clothing lines, Halloween costumes and even a blog post from the Harvard Business Review addressing “takeaways that companies can apply to their brands and products.” Bell sees the possibility of such videos using digital marketing for “energizing fashion brands” that need to be updated “for a young, edgy audience.” He suggests that the Mercedes 350 featured in “Gangnam Style” is a deliberate product placement. “That makes it really funny because I think typical rap videos are usually stupid.” When she first saw it, “I thought it was kind of weird and making fun of normal pop videos,” says Donayre. Selena Donayre, a sophomore at Alexander Hamilton High School Academy in Los Angeles, says that all her friends are familiar with the “Gangnam Style” video. The average Gangnam apartment costs about $716,000, a sum that would take an average South Korean household 18 years to earn.” Such a wealth divide means that the privileged neighborhood houses “the country’s best education opportunities, the best cultural offerings and the best infrastructure, while spending big on foreign luxury goods to highlight their wealth.” With his expensive clothes and an indifferent attitude - in the opening scene of “Gangnam Style,” a woman fans Psy as he lounges in a chair - Psy becomes a parody of this materialism.īell argues that Psy’s accessible image, not his message, has made the song so popular, adding that “Gangnam Style” is “almost 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 … Psy is not some buffed-out guy, but like a Korean business man.” “Gangnam Style” plays on materialistic themes in rap videos, but without an aggressive attitude that many find offensive in the rap genre, Bell suggests. According to Businessweek, “About 1% of Seoul’s population lives, but many of its residents are very rich. Some experts have read “Gangnam Style” as a social commentary on the lifestyle of people living in Gangnam. This state of mind may be more controversial than trendy clothes and silly dancing. Gangnam could not only be a physical place, but a metaphor for a state of mind.” “People know what New York style is and other iconic places, but Gangnam has a novelty aspect as well. “Being stylish, having a good time, but also poking fun at yourself is emblematic of 2012,” he says. Wharton marketing professor David Bell, an expert in K-pop, attributes the universal appeal of “Gangnam Style” to its parallels with modern thinking. Why, then, is it so popular, with everyone from Britney Spears to the Oregon Duck doing parodies of the invisible horse dance? On top of that, the song isn’t even in English. The signature move of the video has been called the “invisible horse dance” because it mimics a bouncing/riding movement with hand gestures of alternating holding reigns and lassoing.ĭespite the online hype over “Gangnam Style” in America, Psy claims that he did not have a Western audience in mind when he made the video. Simply put, “Gangnam style,” according to Psy, means to “dress classy, dance cheesy.” It draws on the brand-name, expensive, cutting-edge clothing favored by wealthy youth from the Gangnam neighborhood in Seoul, South Korea, where an edgy, young, urban aesthetic has sprung up from that area’s new money. According to Mashable, an Internet news blog, on September 24, Psy bested Carly Rae Jepsen by surpassing “Call Me Maybe” with approximately 220 million views. On September 21, the song broke the Guinness World Record for “Most Likes on YouTube” - 2,141,758 - a title previously held by LMFAO’s “Party Rock Anthem” and Justin Bieber’s “Baby.” “Gangnam Style” has earned a place on YouTube’s 30 most viewed videos ever. If you haven’t heard of “Gangnam Style,” the Korean pop (K-pop) sensation by South Korean singer Psy (Park Jae-sang), then you have probably been living under a rock for the past month. HCMG 001: Introduction to Health Economics.
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STAT 001: Introduction to Statistics and Data Science.FNCE 002: Essentials of Personal Finance.FNCE 001: Introduction to Financial Markets and the Global Economy.Management & Technology Summer Institute.