Gangnam Style 10 years: how Psy’s smash hit the world

The early 2010s were an era of instant success. From “Harlem Shake” to “Party Rock Anthem”, digital platforms ushered in a new era of advertising – and virality.

On July 15, 2012, South Korean singer and rapper Psy stormed the global music scene with a bright blue tuxedo, an unforgettable horseback dance and an energetic beat on a catchy lyric, “Oppan Gangnam style.”

“Gangnam Style” it soon went viral all over the world. The song invaded the airwaves, the music video flooded Facebook timelines and slicked-back hair and Psy sunglasses invaded television shows.

The song debuted on Billboard Hot 100 in September, before climbing to number 2 weeks later. It also became the first video to reach 1 billion views on YouTube.

Psy, who was already popular in his home country but little known globally, quickly became one of the most recognized artists in the world.

Within a year he had broken three Guinness World Records and was performing at Madison Square Garden in New York with Madonna. For the then 35-year-old musician from Seoul, lightning success was something he could never have imagined.

In an interview ahead of the song’s 10th anniversary, he likens this period of his life to celebrating a birthday. “The day before, you’re excited with anticipation,” he told CNN from P-Nation’s Seoul headquarters, the record label and entertainment agency he founded in 2018.

But the impact went far beyond the music industry. In fact, the success of “Gangnam Style” is considered a major catalyst in the “Korean wave,” or “halyu,” a term that describes the recent proliferation of Korean culture internationally—something the South Korean government has been trying to promote since its inception. 1990s decade.

According to Gyu Tag Lee, an associate professor of cultural studies specializing in K-pop and hallyu on the South Korean campus of George Mason University, it was “Gangnam Style” that gave Korean pop culture recognition outside of East Asia.

“That kind of viral media platform on the internet, (like) YouTube, made K-pop and hallyu really popular and big overseas,” he says.

paving the way

Fast forward a decade and South Korean talent has reached new levels of popularity and global fandom.

The K-pop band BTS was the world’s best-selling musical act in 2021, and the group has since performed at Grammy and made an appearance at the White House to discuss Asian representation and anti-Asian hate crimes.

Meanwhile, girl group Blackpink performed at the Coachella music festival and collaborated with the likes of Lady Gaga and Selena Gomez, with its four members joining major brands or luxury fashion houses as ambassadors.

Lee believes these blockbuster K-pop acts are following in Psy’s footsteps by using shareable video content to reach global audiences.

“Without the huge hit that was ‘Gangnam Style,’ there might not have been BTS,” says Lee.

BTS has often cited – and thanked – Psy for helping to globalize K-pop.

One of the boy band members, Suga, even co-produced and featured on “That That”, the first single from Psy’s new album, “Psy 9th”.

Like “Gangnam Style”, the song is catchy and danceable, while the music video features some of the singer’s signature humor and has garnered more than 272 million views on YouTube.

In a behind-the-scenes video interview posted on Psy’s YouTube account, Suga expresses his gratitude for the “Gangnam Style” singer.

“He paved the way for K-pop in the US, which allowed (BTS) to follow that path more comfortably,” says Suga.

And the appreciation is mutual. “I think it’s an incredible feat,” says Psy of BTS’ success. “Every part of me applauds them. That heavy burden I felt in 2012 – BTS has been carrying it for six or seven years.”

In addition to breaking records

For Psy, there has always been another side to her global success. As excited and happy as he was during those “Gangnam Style” days, he said performing and being on the road left him feeling “very overwhelmed” and “a little empty inside.”

Fame also brought new expectations – and pressure to make more hits.

“When the song is a hit, then your songs need to remain hits,” he says. “When a person is a hit, success is more sustainable. In this case, I am first and BTS is second.”

While Psy has never replicated the success of “Gangnam Style,” he’s spent the last decade proving himself to be a musician and dancer with a singular drive to entertain.

Since 2012, he’s released three full-length albums that showcase his diverse style — from the dance hits he’s best known for, to smoother, rhythmic ballads reminiscent of his earlier production. Since founding P-Nation, he has used the label to discover, develop and creatively support the next generation of South Korean artists.

Among all this, Psy is still selling out shows in her home country. His “Summer Swag” tour is underway after being canceled due to the pandemic.

“Interacting with the audience (and) sharing that experience is something I can’t even describe,” says Psy. “I feel incredibly proud and content in that moment.”

And their mission hasn’t changed since their success: “To make fun music, fun dances and bring joy to my fans.”

“That’s my hope,” he adds. “I thought the same way 10 years ago and I think I will feel the same way 20 years from now too. I will always be true to that.”