Gangnam Style came out a year ago today. I still remember exactly where I was the first time I heard (and saw) Gangnam Style. It was at my desk, in front of a computer. Not very exciting, I know. But …
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Last time I checked PSY’s Gentleman MV had almost 330 million views on youtube and Gangnam style had more than 1.6 billion. That’s a lot of exposure for a song that is sung in Korean, about a neighborhood in Seoul by an artist that pretty much no-one outside of Korea had heard of this time last year.
So what does that mean about the influence of Korean culture, the image of Korea and the popularity of Korean artists worldwide? Are the viral videos of PSY a testament to Korean soft power? Or reflective of the changing landscape of new media in which hundreds of millions of netizens decided to share this humorous music video by a ‘funny Asian guy’ with their friends?
Soft Power is the ability of states to influence others through means of attraction rather than coercion by using their cultural resources, values and institutions. The term was coined by Harvard Professor Joseph Nye and since then has become the preoccupation of many countries such as the United States, Japan, China, Britain, France, Germany, and of course Korea.
Many Korean music groups, TV dramas and celebrities enjoyed massive popularity in the early 2000′s especially across Asia in the phenomenon known as Hallyu, or the Korean Wave. This trend increased interest in learning Korean, visiting Korea and transformed Korea’s image from just a manufacturer of cheaper high-tech products into a cultural powerhouse that challenged the predominance of Japanese pop culture across Asia.
However in contrast to the clean-cut image associated with many K-pop groups and male idols from the Korean Wave PSY emerged as a comic, satirical and less-than handsome figure (who some mistook for a spoof of rotund North Korean leader Kim Jong-Un) who gained a massive fan-following and cult status.
Gangnam Style ridicules the lifestyle and aspirations associated with living in the upper class Gangnam district of Seoul, a reference that most non-Korean viewers did not get. Instead for the vast majority, the video challenges the stereotype that Koreans (or Asians in general) take themselves too seriously.
Although does PSY’s popularity really result in a better global image and influence of Korea? Has Gangnam style or Gentleman encouraged more people to learn Korean or visit Seoul?
Coverage of the Korean Peninsular in mainstream global media is still dominated by reports on North Korean’s nuclear ambitions and the threat of crisis and less about what’s going on in South Korea.
Many Koreans are proud of PSY, Korean media often report on PSY’s growing popularity and he has even become the the official tourism ambassador for Korea yet is this really the image that Korea wants to promote to the world? Should the Korean government and tourism agencies really be pushing PSY’s videos as a product of Korean culture to boost soft power?
Also how can one man really represent all the desirable aspects of a nation that wants to promote itself internationally? PSY probably represents Korea in the same way that Jackie Chan represents China. Both became famous around the world for culturally neutral, visual humor, the only difference is that Jackie Chan’s Chinese song’s did not become global hits.
I mean if you are American would you really want Zach Galifianakis to be designated an official tourism ambassador, responsible for spreading American soft power?
PSY’s limited impact in Japan reflects the lack of Korean soft power spread through these music videos. For one thing most Japanese regarded the videos as stupid rather than funny and so were less inclined to share it with their friends, the fact that PSY was a relative no-body before the video went viral meant Japanese would not be interested and finally there are enough slap-stick, satirical comedians in Japan everyday on TV for Japanese people to care than much about PSY.
So the fact that PSY was Korean, probably had nothing to do with the limited reception in Japan.
Korean music sensation Psy took the internet by storm when he released Gangnam Style. To say that it went viral would be an understatement. The video of this hit single is the most watched video on YouTube, with well over a billion views, while pulling in more than $8 million in revenue. The dance became a hit too, an official Gangnam Style Android app came out while the dance was also added to Dance Central 3. Psy has now released his second single on YouTube, called Gentleman M/V.
Within a day, Gentleman M/V has amassed over 27 million views, 540,082 likes and 81,588 dislikes as of this writing. He has debuted new dance moves, though it remains to be seen whether they’ll become a worldwide hit like those on Psy’s first single. His success on YouTube brought him in to the world of mainstream music, he’s now signed with Justin Bieber’s manager, and has made numerous appearances on TV and in award shows stateside. All of this goes to show just how powerful the internet is. So if you’re an aspiring artist posting covers on YouTube, keep in mind that there might be a silver lining after all!
By Ubergizmo. Related articles: Reactive Grip Motion Controller Delivers Highly-Accurate Feedback, Ray Charles Robot Caught Performing In Japan, 
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The Gangnam Style fever isn’t over yet. After becoming the first ever YouTube video to hit one billion views, insanely popular South Korean artist, Psy, is earning millions of dollars, according to Google Chief Business Officer, Nikesh Arora. In a rare disclosure during Google’s fourth quarter earnings call, Arora revealed that Psy has generated a whopping $8 million revenue on YouTube alone. This goes to prove that YouTube can be a very profitable medium as well. Google’s report somewhat matches a previous analysis done by the Associated Press. (more…)
By Ubergizmo. Related articles: Pirate Bay Documentary Becomes First Film To Premier Online At Berlinale Festival, Portlandia Nerd PSA Discusses What It’s Like To Be An Actual Nerd, 
PSY’s Gangnam Style has taken over the world. It’s currently the third most-viewed video ever on YouTube and it has spawned countless memes and video parodies to date. And wouldn’t you know? Fueling the craze even further is the fact that PSY now has a USB drive designed and fashioned to his image.
I think it’s safe to say that his viral hit has just taken him on a whole, new level. How many other artists can say that some folks made a flash drive that looked like them after just one huge hit? I’d say only a handful of them could.
They can’t dance and they can’t sing, but they certainly capture the true look and essence of PSY. At least, in my opinion.
These flash drives are available from USBGeek in 4GB, 8GB, 16GB, and 32GB capacities. The drives are priced from $17 to $35, depending on the capacity you get.
[via Craziest Gadgets]
Though this CHARLI-2 Robot doesn’t do the sexy legs of PSY quite as well, it can pretty much do every other move of PSY’s hit Gangnam Style. The horse riding, the little lasso twirl, the crowd pumping, it’s hilarious. Watch it. More »
Did you honestly think Eric Schmidt went all the way to Seoul just to launch the Nexus 7 for South Korea, hang out with Samsung’s JK Shin and moan about the patent war with Apple? Of course not. The Google chairman also found some time to learn the legendary “invisible horse” dance with PSY, the charismatic oppa in the Korean chart-topper Gangnam Style. While Google Korea was happy to supply a few photos, the only video we could dig up was a surprisingly short one hosted by Daum — it’s embedded right after the break.
Brian: “Man, not being the CEO of a multinational corporation sure is hard work.”
Terrence: “I see you are a fellow disciple of the Carlton Banks school of dance.”
Don: “Gangnam Style, 2012-2012.”
Billy: “This song is really about the time I set my socks on fire. I see you still have yours. One moment.”
Edgar: “Hm… I think we forgot the horse.”
Richard Lai: “OK Eric, now let’s do the elevator scene.”
Dan: “Doenjang Girls, would you like to buy a Nexus 7? It’s wayyy more expensive than a latté.”
Darren: “Soooo glad this guy put this video on YouTube and not Vimeo. $$$$$$$$”
Jon Fingas: “Oppan Google sty– no, even I can’t go that far.”
Continue reading Caption Contest: Eric Schmidt does ‘Gangnam Style’ with PSY
Filed under: Misc
Caption Contest: Eric Schmidt does ‘Gangnam Style’ with PSY originally appeared on Engadget on Thu, 27 Sep 2012 12:00:00 EDT. Please see our terms for use of feeds.
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