PRESENTED BY- PURVA K TRUPTI K CHAITRA K KADIR K SHARAD I
GANGNAM STYLE• Korean Pop Superstar PSY has already achieved quite a lot with his video for Gangnam style, and now he can add a Guinness World Record to that list.• Gangnam Style, which has only been available to view since the 15th of July, has been liked in excess of 2,141,758 times, making it the most liked video in YouTube history.• The closest competitors for most liked video on YouTube include LMFAOs Party Rock Anthem (1,574,963 likes), Justins Biebers Baby (1,327,147 likes) and Adeles Rolling in the Deep (1,245,641 likes).
• PSY (real name: Park Jae-Sang) is a South Korean singer, songwriter, and rapper. Gangnam Style, his most successful single to date, is the most viewed K-Pop video on YouTube.• The phrase “Gangnam Style” is a Korean neologism that refers to a lifestyle associated with the “Gangnam” District of Seoul. The song mocks the widespread consumerism of that suburb.• PSY is no stranger to wealth as his father is chairman of a South Korean semiconductor company.
Viral marketing• Viral marketing refers to marketing techniques that use pre- existing social networks to produce increases in brand awareness, through self-replicating viral processed.• The Marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.• It is secret to create curiosity that is sharable is keeping someone’s attention.
For a viral movie to be successful• Two general categories of emotion that are known in viral communications to stimulate attention is pleasure, which might manifest itself as humor, affection for something cute, impressed amazement, or even intense want.• The second is shock, which might manifest itself as anticipation, intense surprise, embarrassment, or a violation of cultural norms.
Issues with Viral Marketing• Issues of spam• Generally focuses on short term success• Negative publicity• Brand dilution• Association with unknown group
• The “Gangnam Style” video also uses this pulsating emotional roller-coaster effect, but in a music video format.• Incidents of humorous behavior are peppered in between short scenes of emotional discomfort that surprise and delight the viewer. The effect is replicated in the music, creating a clever composition that sticks in the head.• The choppiness of the chorus interspaced with the intensity of the lyrics creates a sense of tension; much like a horror movie builds tension by altering the speed and intensity of the score. But in a much more complex way, interspacing tension with pleasure.
When Gangnam went viral• Release of the song, “Gangnam Style” was almost universally praised for its catchy beat• And was also PSY’s amusing dance moves in the music video and during live performances in various locations across the world• Famous horse-riding dance also held another record on YouTube by being the most liked video ever posted with more than 5.3 million likes.
• Gangnam Style 1,002,076 likes · 130,610 talking about this• PSY Gangnam style 4,473,220 likes · 154,768 talking about this• Gangnam Style Timeline Now Community• Oppa Gangnam Run 100,000 people use this application
• The second element to consider is message congruency. If we don’t relate to the audience, they will switch off. To create this relevancy, viral movies are often produced to attract appeal from a specific audience.• For Psy’s “Gangnam Style”, we are experiencing congruency from facial expression and action. The unique dance moves for example have captured the world’s attention because they convey a unique mix of emotion (close to shock and humour).• Psy’s facial expressions also convey very strong meaning, particularly in the chorus “Oppan gang-namseutayil!”
Conclusion• In summary, whether by accident or not Gangnam Style is using strong techniques of viral marketing that we have observed already, in similarly successful viral movies.• Emotion is key to creating this viral effect, but the art is in how the emotion is crafted. Chopping and changing between uncomfortable humor and surprise works.• Emotional contagion caught from the expressions and actions of others also works.• What is unique about Gangnam style is that it is neatly captured in a music video. Have we finally turned the corner towards a new wave of music marketing? The times. They certainly are changing.