Nov 9 Posted 4 years ago
I just want to say that you're like... completely wrong about YG Entertainment. They did not "build their audience to build up to releasing Gangnam Style".
K-pop is a huge music movement. YG Entertainment's most popular acts, pre-Gangnam Style, were Big Bang and 2NE1 (and still are.) PSY was no where near the most popular YG artist. He was an older artist who had gotten in a lot of scandals, and YG signed him to help save and advance his career. YG's biggest focus had always been K-pop (PSY is technically NOT K-pop), and IDOLS are the biggest thing in K-pop. Big Bang (5 member boy band) and 2NE1 (4 member girl group) are IDOLS. YG's focus was mostly on the idols.
Neither PSY nor YG expected Gangnam Style to be that big. PSY was no where near their most popular artist, and YG had been investing most of it's time & money into Big Bang & 2NE1's respective world tours this year. (Big Bang currently is in New York performing, and just did two sold out shows in LA). PSY is a funny artist. He was respected for putting on great concerts and being a class A performer, but honestly, even as a fan of YG Entertainment, I didn't know much about him. The most exciting recent additions to YG (after PSY joined) were Epik High and Su:Pearls. PSY was never famous internationally, like his Idol label mates, and honestly... he's not the type of artist the typical K-pop fan likes.
So, don't talk like YG was poising itself to release Gangnam Style all these years. When YG's youtube channel first opened, PSY wasn't even their artist yet. AND that's not what YG is about, at all. Gangnam Style is just PSY being PSY; it wasn't YG's master plan.
Check out Big Bang, 2NE1, Epik High, new darling Lee Hi, Se7en, and Gummy. YG was NEVER ANYTHING like "Gangnam Style" and they didn't gain their followers by making silly, funny "viral" style videos like "Gangnam Style." They gained their followers because people are fans of Big Bang, 2NE1, Epik High, Se7en, Gummy, and the new girl group that hasn't debuted yet.
YG is a hip-hop/pop label, not a "let's make funny Gangnam Style videos" label. And trust me; they had NO IDEA it would get that popular. If they did, they wouldn't have used so many Korea-specific inside jokes. K-pop has a large international following, even in the US, and Europe, and PSY was never an artist that really spoke to the international fandom. Even now, a lot of international K-pop fans don't really "like" PSY, even though we're happy & proud of him for going so far. But... yeah, YG wouldn't have known PSY of all their artists would get this type of recognition. They actually were preparing 2NE1 for US debut, not PSY.
Nov 8 Posted 4 years ago
Appreciate your shoutout to 'Buyral', but we're from john st. not 'St John's' :)
Nov 8 Posted 4 years ago
Thanks for the analysis. I was looking for it. It is a great strategy, for me, even though I don't like the video.
Nov 7 Posted 4 years ago
For the record what made it go viral outside of Korea was the GSL (www.gomtv.net). GSL is a popular competitive gaming tournament show that is broadcast from Seoul SK, but is most popular outside of Korea. On the show they often feature Kpop music and do cross promotional events where Kpop bands will perform while a Starcraft tournament is occuring.
The song was already popular in Korea (as you mention) and then it became popular among the Starcraft competitors on the show who were copying the dance, etc. Because it was featured as part of the show, the youtube video started getting a massive amount of views. Once that happened it hit the trending section of Youtube for North America, and subsequently Gawker picked up the story.
If you Google "gangnam style gsl" you'll find lots more info.
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