"Gangnam Style" is Not Hallyu

PSY Suggests What is Next for K-pop

PSY (second to right) teaches his moves to "Gangnam Style" to NBC anchors of TODAY show on September 14, 2012. [NBC]

From teenagers to teachers, anchors and office workers, people are not stopping to go "Gangnam Style."

Korean musician PSY has been showing some unprecedented moves as a Korean artist by shattering numerous records, nearly on a daily basis, since releasing his music video for "Gangnam Style" on July 15.

Though the artist did expect some buzz with the tune, he did not know by then what started as a fun horseback riding at a subway station in Seoul was a ride to the Dodger Stadium and Rockefeller Center.

"Dress classy and dance cheesy," he said when teaching the choreography to pop star Britney Spears on Ellen Degeneres Show last Tuesday.

His famous quote on the show speaks volumes about what the "Gangnam Style" lyrics and flamboyant suits infer: a send-up to the wealthy people in the posh district in Seoul. And what appears to be just a funny video turns out to be one of a handful of K-pop music videos ever that presents a clear message.

PSY (third to left) dances to "Gangnam Style" alongside Saturday Night Live comedians on NBC's "SNL" aired on September 15, 2012. [NBC]

The word "Viral" is not enough anymore to explain the rapper's mega-hit tune and the dance move that looks like a person riding an invisible horse. It has become such a huge phenomenon that broadcasters from over the world are waiting in line to capture the look of the global star on their cameras.

Adding yet another show in his publicity blitz with the party single, the 36-year-old singer made his appearance on Saturday Night Live [SNL] last Saturday.

He looked more comfortable with being at the center of the world's attention and has gotten used to the American crowd--a lot of them who wear dark sunglasses to follow PSY's signature look on TV--going wild to the Korean-language song.

Topping 18 countries' iTunes Top Songs chart; the music video passing over 192 million views on YouTube; and becoming the first Korean artist to be shortlisted for MTV Europe Music Awards' [EMA] Best Video category are all impressive achievements without doubt. But these numbers do not suggest what and how the other Korean artists should do to keep people's eyes and ears open for K-pop.

PSY talks about what made him decide to sign with Justin Bieber's manager Scooter Braun in Los Angeles during his interview with the American music channel fuse on September 14, 2012. [fuse]

PSY did, however, leave an important clue for the further growth of K-pop music while being interviewed by the American music channel fuse last week.

"I got a phone call with Scooter [saying] 'I want to work with you.'... About three weeks ago I met him in L.A. and the key word that he taught me was 'I don't wanna change anything for this song.' For me, and for all Koreans, it was a dream to knock the U.S. market with our language. that's like one out of a thousand," PSY said, showing his philosophy of life and music.

That key word--the "language"--which got PSY to pen his management contract with Justin Bieber's manager Scooter Braun, is the 'key' to entering the next chapter of the Korean wave.

It is undeniable that until now, the Korean wave, or Hallyu, has been largely dependent on star power or a huge amount of investment money put into pop stars' overseas promotion.

It does not necessarily has to be the language, but developing a strong sense of cultural and personal identity---perhaps including slicked-back hair and flashy, sometimes tawdry, outfits--can bring a "new wave" to the local music scene.

"It's been on stage for 12 years now......I've trodden a rough and thorny path and it requires a considerably long period to build this character," he confessed to the magazine at an interview held before standing proud in front of over 30,000 people at his Seoul concert on August 11.

The last two months of "Gangnam Style" success should not be seen as an extension of Hallyu, but a new wave that began from an artist's philosophy. Hopefully this can answer doubts over the Korean pop music's lasting international success.

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10 아시아 Editor : Monica Suk monicasuk@