This past Saturday the song “Gangnam Style”, recorded by Korean pop star PSY, has become the most watched video on YouTube, overtaking Justin Bieber’s “Baby” which has long held the title.
The Viral Math
Baby by Justin Bieber
- Released in 2010
- Has 805 million views and 1.4 million likes on YouTube
Gangnam Style by PSY
- Released in July 2012
- Has 816 million views and 5.4 million likes on YouTube
Gangnam Style is truly a phenomenon. There is no explaining why it is so incredibly popular. There are a few variables we can deconstruct; one of them is good PR.
Music is the universal language, it doesn’t matter what PSY is singing as long as it has a hook. That, it certainly has. The rhythm of the song may be instinctively K-POP but the visuals of the music video are as American as apple pie: explosions, parody and flashy fashion. Aside from wind tunnels and car explosions everything about this video is easy to copy even the dance moves, which I believe is crucial to its success.
So where does good PR come in? The web 2.0 monsters of YouTube, Twitter and Facebook that still has organizations scratching heads is something the PR world had to adapt to quickly. Getting a Korean pop star, hitting his 6th album to become a sensation in the western world overnight could only happen one way. Reaching an audience on the other side of the world has to be done online. The ease of copying this video and the dance moves make it perfect to put online where others can show their own version making the growth of the original video gain mythical status.
Who is the winner in all of this? It’s Scooter Braun. The manager of both Justin Bieber and PSY.
To see the official Gangnam Style video click here.
And Scooter Braun