Reading about the marketing of gangnam style makes a lot of sense in terms of how certain things become popular on the internet. The internet judges subjects on how much of a meme they can become. Memes are an element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, especially imitation. Kpop generally consists of often handsome fit young men, usually in groups with members ranging from 2-3 to 10+. Psy as an artists is already an interesting artist, he doesn’t fit with what people normally associate with Kpop. He doesn’t exactly fit the “pretty-face mold of other artists in that genre.” What truly made his song so popular was the creative freedom people were allowed to do with his video.
Dae Ryun Chang’s article states a few important lessons companies could learn from Psy’s “Gangnam Style” video. One of them is “Make your product or brand more ownable.” The no copyright on the video and “Style” suffix of the song’s style played a big part in spreading among more people. This allowed people to create their own videos based on the music video while also adding their own style to it, making it their own. There was a long period of time when there was nothing but gangnam style parodies on youtube as everyone tried to cash in and get as many views as possible on the popular meme.
Another important lesson is “Be open-minded, but in a controlled way.” Psy’s crowdsourcing strategy was limited to the dancing community, so it allowed open creativity but only for the dancing community. The example he uses of crowdsourcing gone wrong, when Justin Bieber was voted to perform in North Korea, was probably one of the best examples of too much freedom in crowdsourcing. If I’ve learned anything from the internet it’s that while great things sometimes come out of it, most of the time it’s horrible and often unpredictable. Another example of crowdsourcing gone wrong is Lays’ Name Your Flavor contest, where people put outrageous words as flavors rather than picking flavors they’d actually want on chips.
Drake’s Hot Line Bling video is another example of a video that had controlled crowdsourcing and becoming ownable. People were making parodies of the video and making memes of his dance. This lead to the wide spread of his video and is a major part of the reason why his video became so popular.