"Gangnam Style" is a South Korean neologism that refers to a lifestyle associated with the Gangnam District[13] of Seoul,[14] where people are trendy, hip, and exude a certain supposed class. The term was listed in Time's weekly vocabulary list as a manner associated with lavish lifestyles in Seoul's Gangnam district.[15] Psy likened the Gangnam District to Beverly Hills, California, and said in an interview that he intended in a twisted sense of humor by claiming himself to be "Gangnam Style" when everything about the song, dance, looks, and the music video is far from being such a high class:[16]
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Cha Woo-jin, a South Korean music critic, told The Chosun Ilbo that "Gangnam Style"'s sophisticated rendering and arrangement has made it very appealing to the general public.[45] Choe Kwang-shik, the South Korean Minister of Culture, Sports and Tourism, told reporters that "Gangnam Style" had played an important role in introducing the Korean culture, language, and lifestyle to the rest of the world.[46] However, some have criticized the song for failing to accurately represent South Korean culture. Oh Young-Jin, managing editor of The Korea Times, wrote that the dance has more to do with Americans than Koreans.[47]
Mesfin Fekadu of the Associated Press wrote that Psy's dance moves are "somewhat bizarre" but the music video is full of colorful, lively outfits.[69] Matt Buchanan and Scott Ellis of The Sydney Morning Herald wrote that the video "makes no sense at all to most Western eyes" and it "makes you wonder if you have accidentally taken someone else's medication"[70] whereas Deborah Netburn of the Los Angeles Times called it "one of the greatest videos ever to be uploaded to YouTube." Kim Alessi from Common Sense Media considered the music video for "Gangnam Style" worth seeing for its caricature of contemporary Asian and American urban lifestyles, but also warned that "Gangnam Style" contains sexually suggestive images and "degrading messages" which could be inappropriate for children and teenagers.[71]
Psy sings to the girl at a night club as people in various costumes walk behind them. He raps in a serious tone in an enclosed space, but when he says "You know what I'm saying" the camera zooms out, and it is revealed that he is actually sitting on a toilet with his pants down.[74] Psy, the girl and the group of people in costumes do the horse dance and strike a final pose. After a brief reprise of the dance duel, Psy says, "Oppan Gangnam style", and the video finishes with a cartoon graphic.
As the song's popularity continued to rise, it caused the share price of the song's music label YG Entertainment to gain as much as 50% on the Korea Exchange. DI Corporation, whose executive chairman Park Won-ho is Psy's father, saw its share price increase by 568.8% within a few months of the song's release despite making a year-over-year loss.[119][120] Soon, "Gangnam Style" began to attract the attention of several business and political leaders, including UN Secretary-General Ban Ki-moon who recognized the song as a "force for world peace."[11] During his meeting with Psy at the United Nations Headquarters, he commented, "We have tough negotiations in the United Nations. In such a case I was also thinking of playing Gangnam Style-dance so that everybody would stop and dance. Maybe you can bring UN style."[121][122]
On September 18, 2012, the North Korean government became the first to use "Gangnam Style" for political activism when it uploaded a parody with the title "I'm Yushin style!" onto the government website Uriminzokkiri.[150] The parody mocks the South Korean ruling conservative party president-elect Park Geun-hye. It shows a Photoshopped image of the presidential candidate performing the dance moves of "Gangnam Style" and labels her as a devoted admirer of the Yushin system of autocratic rule set up by her father, Park Chung-hee.[151][152] A few weeks later, "草泥马 style" (literally, "Grass Mud Horse Style": The Chinese characters are a homonym for a vulgar slur[153]) was uploaded onto YouTube and other Chinese websites by the political activist and dissident Ai Weiwei. In his parody, Ai Weiwei dances "Gangnam Style" with a pair of handcuffs as a symbol of his arrest by Chinese authorities in 2011. According to the Associated Press, government authorities had removed the video from almost all Chinese websites the next day.[153]
The music video for "Gangnam Style" by South Korean rapper and singer Psy premiered on July 15, 2012 on the video-sharing website YouTube and was later made available to download digitally on October 19.[1] It was directed by Cho Soo-hyun and was filmed in Seoul in July 2012 over the course of 48 hours. In the video, Psy "pokes fun at the style of Seoul's Gangnam District, a flashy district known for its affluence, high rents, high expectations and a focus on the high-status lifestyle".[2] The video is currently the eleventh most-viewed video and the fifth most-liked video on YouTube, as well as the 19th most-disliked. On December 21, 2012, the music video set a record for the first video to surpass 1 billion views on the platform.[3] It subsequently surpassed 2 billion and 3 billion views in June 2014 and November 2017, respectively.[4] On March 7, 2021, the video surpassed 4 billion views.
Psy sings to the girl at a night club as people in various costumes walk behind them. He raps in a serious tone in an enclosed space, but when he says "You know what I'm saying" the camera zooms out, and it is revealed that he is actually sitting on a toilet with his pants down.[10] Psy, the girl and the group of people in costumes do the horse dance and strike a final pose. After a brief reprise of the dance duel, Psy says, "Oppan Gangnam style", and the video finishes with a cartoon graphic.
"Before 'Gangnam Style,' when K-pop artists wanted to enter the U.S. music market, they tried to localize their sound to that market, working with US based producers and staff and sometimes even moving to the US," Lee told Insider. "However, after 'Gangnam Style' broke through, K-pop artists realized that their music could work overseas, and looked for ways to elevate their music while keeping their own unique and distinct style." 2ff7e9595c
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