Marketing YouTube’s Greatest Hit: Psy’s Gangnam Style Music Video
Since I last wrote about Psy's "Gangnam Style" music video the fate of Psy remains uncertain. He's now either the biggest one hit wonder in the world or the guy that led to whatever's next but we're still not sure what. However that cliffhanger turns out, the marketing of Gangnam Style is worth a closer look including an extended report from 10 Yetis.
Psy's Gangnam Style music video passed 805 million views on Saturday beating out Justin Bieber's "Baby" for most watched YouTube video. But Gangnam Style reaches much further with related videos from spoofs to dance routines pushing the song's "views" to over a billion back in October.
Media coverage of the Gangnam Style music/dance/video phenomenon has worked it way from "look at this funny thing" to "wow, that's getting popular" all the way up to "does this story ever end?" A research report by 10 Yetis, covering the viral marketing campaign for Gangnam Style, maintains that it is now in a declining stage that requires an "exit strategy" in order to leave people "wanting more."
The folks at 10 Yetis have done a thorough job of looking at the solid base laid for Gangnam Style in South Korea including the publicity platform built by Sy's label YG Entertainment. Materials include a slideshow/infographic/video and a downloadable Word doc.
Gangnam Style is For the Children
According to Donnie Kwak, writing for Billboard, Psy's Gangnam Style video somehow went viral beyond Korea and caught the eye of Justin Bieber's manager Scooter Braun who signed Psy over the summer with an official announcement in early September. He considers that event the turning point for Psy.
10 Yetis believe some behind the scenes work took place that is left out of this official narrative. In any case, the rise of Gangnam Style seems well constructed at each level of the game.
Dae Ryun Chang, from Yonsei School of Business, takes a brief look at such factors as how releasing the song copyright-free facilitated fan ownership and creative responses.
OK Go's EU manager Emily Gonneau shares her perspective on how a Korean-language song could cross international boundaries.
Hypebot Senior Contributor Clyde Smith (Twitter/App.net) blogs about music crowdfunding at Crowdfunding For Musicians (@CrowdfundingM). To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.