The time abroad is said to have changed his perspective on his home country and influenced his apparently critical take on South Korean society. Perhaps not coincidentally, Psy attended the Berkley College of Music gaining exposure into American music's fondness of social commentary.
His satire of the materialist obsessions of the residents of Seoul’s affluent Gangnam district also gave him an element of novelty, as this kind of social commentary had not previously been done in mainstream Korean pop music.Īpply learning’s from other markets in your country of origin
In an industry where youth and good looks rule, his less-than-polished image and ‘freak-show’ style certainly make him memorable. Psy cuts through the pop music clutter by embodying the anti-pop icon. This enhances distribution and awareness as previously seen with other viral videos such as Gotye’s ‘somebody that I used to know’ and Carly Rae Jepsen’s ‘call me maybe’. The video was released without copyrights allowing people to own it, make new versions like the Oregon Duck Īnd spread them over the web. This co-design strategy was also used in previous marketing communications such as the Tippex ‘a hunter shoots a bear’ campaign, which was one of the case studies examined in the internal marketing lectures ( ). The South Korean audience was engaged early on with crowd sourcing of dance movements during the video production, which led to the now ubiquitous horse dance. If you are as intrigued as I was to find out why, below are some of the marketing strategies behind it. The insanely catchy video is approaching half a billion views worldwide and has become the most ‘liked’ video on the YouTube history. South Korea’s rapper Psy, the performer of viral sensation ‘Gangnam Style’ song and dance, has just reached Australia.