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Brand Gangnam!


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Why did Gangnam Style become viral. A few quick suggestions on the nature of brand Gangnam and the way it spread through internet.

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Brand Gangnam!

  1. 1. BrandGangnam!Why did it become viral?
  2. 2. Big Brand Gangnam• Most viewed K-pop video on YouTube• Most liked video on YouTube with 1.57 million "likes" (Won its first Guinness World Record)• First K-pop song to top the UK Singles Chart• Most viewed video on YouTube• First video in Internet history to be viewed more than 1 billion times
  4. 4. "Gangnam Style" is a K-pop single by the South Koreanmusician PSY.The song was released in July 2012
  5. 5. lifestyle associated with"Gangnam Style" refers to a the Gangnam District of Seoul,where people are trendy, hip and exude a certain supposed “class”.People who are actually from Gangnam never proclaim thatthey are— Only posers and wannabes say they are “Gangnam Style” poking funThis song is actually at those kinds ofpeople who are trying so hard to be something that theyre not
  6. 6. Brand Gangnam Appeal1. Promotes authenticity and critiques imposters • Perfect fit in a paradigmatic shift towards humanizing brands2. Uses ahumorous tone • Humorous appeal breaks language and cultural barrier and taps into the universal language of humorViral Aspect1. Gangnam Style coincided with the Korean wave and an increase in the popularity of South Korean entertainment since late 90s2. After success with K-pop listeners, the buzz caught up with non-korean listeners influenced by their Korean friends on online social networks3. The buzz had a cumulative effect
  7. 7. Spreads to network Spreads to network of K-pop listeners of active Listeners+ve Word of Mouth +ve Word of Mouth Appeals to activeAppeals to K-pop music explorers Nonbrand community K-pop listeners Brand Gangnam