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The song and its music video went viral in August 2012 and have influenced popular culture worldwide. In the United States, "Gangnam Style" peaked at number two on Billboard Hot 100. By the end of 2012, "Gangnam Style" had topped the music charts of more than 30 countries including Australia, Canada, France, Germany, Italy, Russia, Spain, and the United Kingdom. Psy's dance in the music video itself became a cultural phenomenon.
In September 2012, "Gangnam Style" was recognized by Guinness World Records as the first YouTube video to hit 1 billion views. It subsequently won Best Video at the MTV Europe Music Awards held that year. It became a source of parodies and reaction videos by many different individuals, groups, and organizations. On December 21, 2012, "Gangnam Style" became the first YouTube video to reach 1 billion views.[7] As of July 15, 2022, the song's music video has more than 4.48 billion views,[8] and was the most viewed video on YouTube from November 24, 2012, when it surpassed the music video for "Baby" by Justin Bieber featuring Ludacris,[9] to July 10, 2017, when it was itself surpassed by the music video for "See You Again" by Wiz Khalifa featuring Charlie Puth.[10]
"Gangnam Style" is a South Korean neologism that refers to a lifestyle associated with the Gangnam District[13] of Seoul,[14] where people are trendy, hip, and exude a certain supposed class. The term was listed in Time's weekly vocabulary list as a manner associated with lavish lifestyles in Seoul's Gangnam district.[15] Psy likened the Gangnam District to Beverly Hills, California, and said in an interview that he intended in a twisted sense of humor by claiming himself to be "Gangnam Style" when everything about the song, dance, looks, and the music video is far from being such a high class:[16]
Korean popular music (K-pop), considered by some to be the most important aspect of the Korean wave,[35] is a music genre that relies on cultural technology to adapt to the tastes of foreign audiences and has now grown into a popular subculture among teenagers and young adults in many places around the world.[36] Although it has spread to the Middle East, Eastern Europe, and parts of South America,[37] its reception in the Western world was initially lukewarm.[38] However, booming social media networks such as YouTube, Facebook, and Twitter made it easier for K-pop musicians to reach a wider audience in the West, and the song and video soon became a global phenomenon.[39]
Hallie Sekoff of The Huffington Post quoted from the video's official YouTube video description that the song is characterized by its "strongly addictive beats," and wrote that this is not too far-fetched, considering "how obsessed we've found ourselves."[40] London's mayor Boris Johnson considered the song to be the greatest cultural masterpiece of 2012.[41]
The chorus ends and he is seen in a parking garage, where Psy is approached by a man (Yoo Jae-suk) in a yellow suit who steps out of a red Mercedes-Benz SLK 200; they have a dance duel. Psy then appears in an elevator underneath a man (Noh Hong-Chul) who is straddling him and thrusting his pelvis. The man in the yellow suit then gets in his car and leaves. The camera pans and it shows Psy in the subway station, where he boards the train and notices Hyuna (who would have her own version of the song) dancing. At one of the train stops, he approaches the girl in slow motion, and she approaches him. They start to embrace. He then tells the girl "Oppa Gangnam Style," and they horse dance along with some other dancers at the train stop, commencing the second chorus. He also surfaces from a spa hot tub.[74] In the Rolling Stone interview, Psy says he copied the spa surfacing scene from Lady Gaga's video ("Poker Face").[75]
The music video for the song has gone viral and is an Internet meme.[115] 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,[116] 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.[117]
The song was also parodied by cadets from the United States Military Academy,[191][192] United States Merchant Marine Academy,[193] United States Naval Academy,[194][195] United States Air Force Academy,[196] and the Royal Military College of Canada;[197] soldiers from the 210th Fires Brigade, the 2nd Infantry Division, service members from an undisclosed unit and location in Afghanistan,[198] and service members from the China Coast Guard's Jiangsu division,[199] as well as high-ranking officers from the Royal Thai Navy.[200] CollegeHumor uploaded "Mitt Romney Style," while What's Trending uploaded "Obama Style."[201] During the two weeks before August 7, 2012, nearly 1,000 videos with the word "Gangnam" in the title were uploaded onto YouTube.[29]
YouTube comedian cs188 uploaded a YouTube Poop of the song's iconic video, called "[PSYTP] OPPA GODDAMN STYLE." The video has received more than 15 million views since its upload on October 11, 2012.[204]
On November 28, 2012, Psy visited Thailand and held his concert "Gangnam Style Thailand Extra Live" at the SCG Stadium in Muang Thong Thani, Bangkok. At the show, a part of celebration for the 85th birthday of Thai's King Bhumibol Adulyadej, he performed the song along with his other hits.[211][212] During the 2012 Mnet Asian Music Awards held in Hong Kong on November 30, he performed the song on stage, joined by the video's co-star Hyuna and Yoo Jae-Seok look-alikes in yellow suits.[213] The track was one of three-song setlist on Psy's free showcase, held at the Marina Bay Sands in Singapore on December 1, 2012.[214]
On September 6, Psy appeared at the 2012 MTV Video Music Awards performing his "Gangnam Style" dance alongside comedian Kevin Hart.[225] After the event, he made several more appearances on US TV programs. On September 10, he appeared on The Ellen DeGeneres Show in Burbank, California, introducing himself as "Psy from Korea" before teaching Britney Spears the dance. He described the dance as "pretending to bounce like riding on an invisible horse"[77][226][227] and when DeGeneres told Spears she would have to remove her high-heeled shoes to perform the dance, Psy protested that no, the point was "to dress classy, and dance cheesy." On September 14, he appeared on NBC's morning program Today in New York City for its Toyota Concert Series, where he performed the song and also taught the anchors the dance.[228][229] The September 15, 2012, season premiere episode of Saturday Night Live featured a sketch based on the song and its video. Bobby Moynihan portrayed Psy, but was joined mid-sketch by Psy himself.[230] He also made his second appearance on The Ellen Show's September 19 episode to perform the song along with his backup dancers.[231] On September 22, Psy made an appearance at the iHeartRadio Music Festival to perform "Gangnam Style."[232] Psy, dressed in a black jacket, blue pants, two-tone shoes, and his signature shades, appeared on the US national TV show The View on October 25 and performed the song for Barbara Walters and the women of the show who donned sunglasses and got out of their seats.
Psy performed "Gangnam Style" during the second night of KIIS-FM Jingle Ball concert at Nokia Theatre L.A. Live on December 3, 2012.[238] Wearing an all-red outfit including a sparkling, sequined top, he sang the song at TNT's Christmas in Washington special, attended by the US President Barack Obama and his family, and held at the National Building Museum On December 9.[239] On December 16, he performed the song at the halftime show of the NFL game between the Buffalo Bills and Seattle Seahawks in Toronto.[240] During the Dick Clark's New Year's Rockin' Eve event at Times Square in Manhattan on December 31, 2012, more than 1 million people witnessed a live "Gangnam Style" performance by Psy as he was joined on stage by characters (Yoo Jae-Seok, Noh Hong-chul) from the song's video for the first part of the performance, before MC Hammer appeared to perform a mash-up of the song and "2 Legit 2 Quit."[241][242][243]
Record executives in the music industry believe that music charts will increasingly be filled with YouTube-driven globalised acts from foreign countries. Sean Carey, a research fellow in the School of Social Sciences at the University of Roehampton, wrote that the flow of popular music will no longer be a single traffic route from North America and Europe to other parts of the globe, but will also move the other way as well.[254] According to Adam Sherwin from The Independent, the global web demand for Gangnam Style had short-circuited the "traditional reluctance" of radio stations to play foreign-language songs.[255] The song is also underlining a shift in how money is being made in the music business.[256] Although Psy earned more than US$60,000 from music sales of "Gangnam Style" in South Korea alone, he and his music label YG Entertainment have raked in almost US$1 million from advertisements which appear on YouTube videos identified for using "Gangnam Style" in its content. The Harvard Business Review published an article written by Kevin Evers, who explained how "Gangnam Style" had changed Billboard's ranking methodology of its music charts. Instead of relying solely on radio plays and paid purchases, Billboard started to place a heavier emphasis on digital sales and YouTube views.[257] As a result of the change, Gangnam Style moved up to the top position of Billboard's Hot Rap Songs music chart.[258] According to the British Phonographic Industry's report based on Official Charts Company sales data, thanks to Psy's song and Carly Rae Jepsen's "Call Me Maybe", pop had become the UK's favourite musical genre of the year, taking the lion's share of the singles market (38.5%) in 2012.[259] 2ff7e9595c
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