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Look You

In: Business and Management

Submitted By lowell
Words 824
Pages 4
GLOBAL MARKETING 이름: 쪼우즐빈 학번: 201218515

Psy phenomena and international success
The song Gangnam Style by Psy is considered by some to be a worldwide phenomenon that has influenced global popular culture, and it also topped national music charts in Australia, Canada, France, Germany, and the United Kingdom. According to the news agency Agence France-Presse, the "phenomenal" success of "Gangnam Style" has played a significant role in spreading the Korean Wave to other countries.
As the song continued to attract worldwide media attention, it also led to various broadcasting networks and national newspapers focusing its attention on Korean popular music (K-pop) and other aspects of Korean culture. For example, The Daily Telegraph published an article recommending its readers to try out everything from K-Pop to "K-Cars", "K-Phones" and "K-Cuisine".
After the release of "Gangnam Style", the American talent manager Scooter Braun, who discovered Justin Bieber on YouTube, asked on Twitter "How did I not sign this guy (Psy)"Soon afterwards, it was reported that PSY had left for Los Angeles to meet with representatives of Justin Bieber, to explore collaboration opportunities. On September 3, Braun made a public announcement that was later uploaded onto YouTube, saying that he and PSY have decided to "make some history together. [To] be the first Korean artist to break a big record in the United States." On September 4, it was confirmed that PSY was signed to Braun's Schoolboy Records.
The music video for the song has gone viral and is an Internet meme. Although PSY attributed the song's popularity to YouTube and his fans while at the same time insisted that he is not responsible for the song's success, the South Korean Ministry of Culture, Sports and Tourism recognized the singer for "increasing the world's interest in Korea" and announced its decision to award PSY with a 4th Class Order of Cultural Merit As the song's popularity continued to rise, it caused the share price of the song's music label YG Entertainment to gain as much as 50%. DI Corporation, whose executive Chairman Park Won-Ho is PSY's father, saw its share price increase by 568.8% within a few months of the song's release despite making a year-over-year loss. Soon, "Gangnam Style" began to attract the attention of several business and political leaders, including UN Secretary-General Ban Ki-Moon who recognized the song as a "force for world peace".
Since September 2012, the dance has been performed by athletes in international competitions. These people include Filipino boxer Manny Pacquiao, Uruguayan footballer Edinson Cavani, tennis player Novak Djokovic, and Jamaican cricketer Chris Gayle, who danced "Gangnam Style" twice during the West Indies' match against Ireland and then repeated the act during the 2012 ICC World Twenty20 match against England.
District3 and Rylan Clark, finalists of the British music competition The X Factor, lip-synced and danced to "Gangnam Style" in a promotion. On September 27, Eric Schmidt, the executive chairman of Google was reported to have danced "Gangnam Style" when he visited the company's office in Seoul. Nick Carbone from Time described it as cringe-worthy because "It's the same reason why you'd never want to see your dad planking on top of the family car".
Several Bollywood actors including Amitabh Bachchan and Shah Rukh Khan have danced "Gangnam Style" during the Indian television game show Kaun Banega Crorepati. On November 6, 2012, Katy Perry tweeted a picture of herself dressed in a "Gangnam Style"-inspired outfit consisting of a blue suit, black tie and a pair of sunglasses.
Psy phenomena reflect the complexity of Korean culture and economic miracle. Korea and its culture may be among the most misunderstood because of the two seemingly opposite extremes : a fascinating blend of traditional Confucianism and modern dynamism. While Korea nurtured Confucian traditions, the Korean government pursued a series of five-year economic plans to grow their economy. Specific areas were developed, initially heavy industries such as shipbuilding, then exports (cars, consumer electronics), then research and development (education, science, medicine), and more recently high-tech sectors (microelectronics, chemicals, bioengineering). In addition, the Korean government is supporting hallyu, promoting culture (music, dramas, movies, entertainment shows, food).The first Korean wave (1995-2005) promoted Korea to the world, while the second wave (2006 to present) was an overall expansion. A new milestone has been reached with the Psy phenomena, in line with top designed Hyundai and Kia cars, award-winning services such as Asiana and Korean Air, or Korean education with leading schools and universities. Korea has entered the third wave where “Koreanism” is now going mainstream: Westerners and Asians alike are dancing “Gangnam Style,” watching Korean movies and dramas, driving Korean cars, flying on Korean airlines, enjoying Korean food, and studying at Korean schools and universities. After rapid industrialization and exports of products, economic modernization has transformed Korea into a leading 21st century high-tech, information technology and service economy.

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