‘Gangnam style’ is now the most watched video on YouTube with over a billion

and a half views. Proving a silly dance, a catchy song and a great sense of

humour are perhaps all it takes to become a global sensation, South Korean

superstar Psy has captured audience’s attention all across the world.

‘Gangnam Style’ appeared out of nowhere to become more than a simple

Korean pop music single. The music video launched it into a worldwide

marketplace where everyone had heard of the song, the silly dance moves

were imitated by the likes of Boris Johnson and David Cameron and the video

was tweeted about by Hollywood stars as huge as Tom Cruise.

The Gangnam District of Seoul referred to in the song is a wealthy high-class area

of South Korea. Psy performs his dance moves in various locations in the video,

popping up in two locations actually ion the Gangnam district. Many of the

locations either suggest wealth before undermining this image or actually do

represent a life of luxury associated with the Gangnam district. The high-rose

buildings, horse stables, sauna and Jacuzzi all allude to the rich, upper-class

lifestyle that is ‘Gangnam style’.

Props such as horses, fancy cars and the costumes, and, most notably, Psy’s

many suits, also suggest privilege and a certain level of class. Costume changes

are quite frequent, showing the stars in the latest styles and sexy clothing. The

locations, props and performances all highlight the extravagance of the

production and help build an image of a star that is worth celebrating due to his

or her impeccable style, taste and often his or her choreographed dance

moves.

Psy’s superficially classy sunglasses and suits are somewhat undermined by the

cheesiness of the dancing and his less-than-typical rotund figure.

Throughout the video Psy is centre of attention. Like a lead singer in a band or

solo artist from the pop world, he dominates the frame, performing endlessly in a

range of costues and locations and lip synching to the Korean lyrics. Dance

becomes the international language of the music video, something that anyone

who watches can attempt to impersonate. From boats to parking garages to

yoga classes, Psy sings and dances, performing energetically and infectiously.

‘Gangnam Style’ also manages to cross generic boundaries, appealing to a huge range of people with its sense of humour but also recognisable conventions and iconography. Long shots of backing dancers performing behind the superstar Psy help him to stand out from the crowd, creating an easily recognisable icon with his sunglasses, slightly plump face and silly but completely memorable and imitable dance moves.

Psy also appears similar to a gangster rap star, posing with items of luxury and with many women around him while gesturing with a serious expression on his face and occasionally almost aggressive hand gestures. The video even borrows from the iconography of the Hollywood blockbuster with conveniently timed explosion sending two extras flying while Psywalks directly into the camera, seemingly unfazed by the blast behind him.

His dance moves could even be seen as parodying the iconic hero of western films; the cowboy who gallops off into the sunset, lasso always at the ready.

Gangnam Style belongs to a sub-genre of pop music called K-pop. This music,

popular in South Korea, mixes dance beats, hip-hop elements and many K-pop

artists feature cameos by celebrities and ‘Gangnam Style’ is no exception.

However, these cameos are from national celebrities and therefore unknown

outside of Korea.

Pop fans love to sing and dance along with their favourite artists and though

very few will be able to sing along much beyond marketing, it is a video that

spread like wildfire. Internet users share the video and Gangnam style’ enters the

public consciousness. Psy has become an international superstar and a lot of it

was helped through social media.