Why has the making of “Gangnam Style” parody videos become so feverish on a world-wide basis?
Days to 300 Million Views
Between West Point’s 1740 PR videos on Youtube, only “Gangnam Style” is achieved any major effect in terms of publicity, as West Point’s other videos have only garnered between 1000-27,000 views each.
The US Navy Academy ’s Gangnam Style parody video, posted 2 weeks before “Gangnam Style – West Point” has attracted significant publicity, currently with over 5.3 million views on Youtube. However, the US Air Force’s parody has been the least successful out of the three military academies with only 49,817 views.
The West Point video also encourages enlistment (Go Army) and also makes light of the rivalry with the Navy Academy (Beat Navy).
‘Gangnam Style’ begins yet another music video duel between the West Point and Navy Academies following on from the parody video battle about the US presidential election candidates Romney and Obama.
“Gangnam Style”, as of the 8th currently has over 402 million views on Youtube and has entered into 9th place on the “Most Watched Videos” list.
The view count of the “Gangnam Style” music video is rising by 10 million views per day and the daily view(True Reach) count of all videos related to “Gangnam Style” is approaching 30 million. In addition, roughly 5 thousand videos related to “Gangnam Style” are being uploaded on a daily basis to Youtube and over 8 thousand videos have been uploaded on China’s video sharing site “Youku”.
So, why has the making of “Gangnam Style” parody videos become so feverish on a world-wide basis?
The President of the Korean Wave Research Institute(KWRI) Han Koo-Hyun pointed out that it comes down to the commercial success of the parody videos. He also stated that “well-made Gangnam Style parody videos are having unimaginable PR success” and that “those working in the PR departments of universities, businesses and organizations worldwide can’t help but be tempted by the potential commercial success of such a video comparative with the investment made in its production.
The video of Psy’s appearance on NBC’s Ellen Show is the 2nd most watched video amongst the 148 on Ellen’s Youtube channel with 32 million views (behind Nicky Minaj’s video with 47 million views published last November), while the video titled “Gangnam Style Mom and Son” featuring the appearance on the Ellen show by a Korean-American mother and son has recorded over 12 million views and occupies 7th position.
Another video, “Teens React to Gangnam Style” has registered around 15 million views, and is the most watched out of the 2 million videos produced by the well-known Fine Brother Productions.
Also, a video targeting commercial publicity made by the Thai low cost carrier Nok Airlines has recorded 11 million views, and the hit count of Oregon State University’s parody video has climbed to over 5 million views, giving significant publicity to the school whose state's population is only 3.8 million people. This is the sort of situation where Psy has the talent, but the parodies are taking all the cash.
In such circumstances, “Gangnam Style” parody videos are being created on an exponential scale, be they for commercial or non-commericial purposes alike.
Researcher Lee Suna from the Korean Wave Research Institute noted that the “making of parodies of Carly Rae Jepsen’s ‘Call Me Maybe’ was a craze but nothing compared to that of ‘Gangnam Style’ ” and that the “so-called ‘Gangnam Style parody phenomenon’ was the very first and largest of its kind in the world”.
Korean Wave Research Institute(KWRI)
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This news is a press release provided by KWRI-Korean Wave Research Institute. Korea Newswire follows these editorial guidelines.
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2013년 8월 1일 17:14
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2013년 5월 30일 11:13