Psy's music video for "Gangnam Style" has become the most liked video on YouTube, breaking records with over 2 million likes. The song mocks consumerism in Seoul's affluent Gangnam district through humorous dance moves and lyrics. Its viral success can be attributed to eliciting strong emotions like humor and surprise through the music and music video that create an enjoyable yet tension-filled experience for viewers.

1. PRESENTED BY-
PURVA K
TRUPTI K
CHAITRA K
KADIR K
SHARAD I

2. 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 LMFAO's 'Party Rock Anthem' (1,574,963 likes),
Justin's Bieber's 'Baby' (1,327,147 likes) and Adele's 'Rolling
in the Deep' (1,245,641 likes).

3. • 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.

4. 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.

5. 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.

6. Issues with Viral Marketing
• Issues of spam
• Generally focuses on short term success
• Negative publicity
• Brand dilution
• Association with unknown group

7. • 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.

8. 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.

9. • 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

11. • 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!”

14. 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.