Why PSY is so Popular around the World

In 2012, PSY’s pop song Gangnam Style became a hit around the world and was spread on the Internet like a musical virus. Almost overnight, many people greeted with each other by the dance of horsing riding, the dance shown in the MV. Within 86 days, the clicking rate of this song on the YouTube reached 400 million. PSY became an international superstar almost overnight. He performed in the American musical awards and even got the visa for special talents in the US, a very rare treatment for non-American singers. This paper aims at analyzing the reasons for PSY’s huge success. The analysis shows that PSY’s success is based on his musical education and unique personal characteristics, along with his fluent English communication ability and a good understanding of the American culture. YG Entertainment invests a lot on the promotion of his song and the packaging of PSY, which contributes to the huge popularity of all kinds of social media. And the star effect on the Internet and previous efforts from Korean artists also help the widespread circulation and acceptance.

To being with, PSY had a professional musical background in Berkley College of Music, and this experience endows him with fluent English communication ability, a good understanding of the American culture, and a way to develop unique personal characteristics. PSY had studied at Berkley College of Music, one of the best colleges in the world for musicians. This period of education irritates his talent of composing and developing personal characteristics. Also, he got the chance to contact with the most popular musical trend and many talented classmates. Meanwhile, he could speak English fluently and know the American culture well. So when he received awards from the AMA, he could make the gratitude speech fluently in English and communicate with the American audience in his humor. This makes him easier to be accepted by the American and European audience. And his special humor and funny dances well cater for the American audience’s taste for unique personalities (Fisher “Gangnam”). Though there are many Korean singers or pop groups trying to open the European market, their influences are quite limited due to the language or culture barriers. The entertainment system in South Korea creates similar pop artists: handsome/beautiful, nice body shape, and oriental politeness. However, PSY is neither good-looking nor well built in body. But his fat belly brings the audience a sense of humor when he is performing the famous horse-riding dance. This humor was globally accepted along with the strong brain-washing rhythms. These special characteristics appeal to the audience globally and make people easy to remember this special Korean singer.

In addition, the social media, along with the free promotion of many superstars, contribute to the fast circulation of Gangnam Style, as well as the notice of PSY. The huge success of this song makes all kinds of social media to join in the circulation of this song and the famous horse-riding dance, including newspapers, TV, radios, the Internet, etc. This song occupied the first place of UK Singles Chart and the second place of Billboards in the US. This performance is almost impossible for many international superstars in the current music market which is full of fierce competitions. And the American and European markets seldom accept an Asian singer so openly (Fisher “Gangnam”). These incredible performances draw attentions of all kinds of social media. To attract the audience with this big news, every social media circulated this song and introduced PSY as a talented, funny Korean artist. These reports from these social media, in turn, contributed to the faster circulation of this song and elevated the popularity of PSY. With the widespread circulation, the horse riding dance became the new icon of fashion. Different versions of this dance soon spread wildly on the Internet. Every fashionable person should know how to perform this popular funny dance, including some superstars. Novak Djokovic performed this dance as a celebration of his victory in the China Open. And Carrie Underwood, Brad Paisley performed this dance during their host of the CMA. Besides, many superstars, like Britney Spears, circulated this song and this dance on their Twitter and Facebook as a new fashion trend. The star effect leaves the fans no choice but to join in this fashion trend.

Last but not least, PSY’s success is based on years’ efforts of Korean artists trying to spread their influence in the American and European markets, with the vigorous package and promotion of YG Entertainment. After consolidating the K-pop influence in Asia, in recent years, Korean artists are trying to spread the influence of Korean music in the European and American years. Pop groups like Super Junior and Girl’s Generation start to make their tour in the US and release the English version of their songs. However, at first the effect was quite little. The American and European markets were dominated by several big companies like the Big Machine Records. And due to the cultural barrier and language problem, it is hard for the American and European audience actually to accept Korean music and artists. And in several recent years, more and more pop Korean groups try to penetrate their influences in the American and European markets. American and European audience start to accept K-pop, and Korean music has a certain impact on years’ efforts. Right at this timing, PSY’s Gangnam Style was released and hit the American and European markets like a bomb (Fisher “Gangnam”). The accumulated influence for so many years of Korean music suddenly bursts out. Moreover, PSY’s music company, YG Entertainment, is one of the most powerful musical companies in South Korea. The company invested a great deal on the MV shooting, music composing, artist packaging, and the promotion. The company released this song in almost every main social media in the American and European market, which helped to contribute to the pop trend of this song and the international popularity of PSY.

In sum, PSY’s huge success is benefited from his education background in the US and widespread circulation of the social media. His company provides him with solid supports and previous efforts of other Korean artists play a foundation for his huge success. With PSY as a perfect example of the spread of K-pop, the influence of Korean music may grow as more and more talented Korean artists draw the global attention.