Marketing Music Videos

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.

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3 Responses to Marketing Music Videos

  1. I just read your article. You made a lot of very good points. There are many artist make their own videos to expand their brand. it is a way to persuade their fans. Celebrities often use creative things to expand their brand.

  2. Kyle says:

    I definitely agree with many of the key points you made and what the reading spoke about. The internet is a great marketing tool for all types of products but specifically music. One of the first artist to use the internet to sky rocket his musical career was Soulja Boy. “Crank That” was similar to gangnam style because it was a fun unique dance where everybody could participate. Although at the time memes were not around the time of the Crank That release if it were I feel the memes would have also been used for that record as well.

  3. Joanna Han says:

    Great post! I agree with mostly everything you said. I knew that Psy was different but I didn’t realize until I’ve read your post I haven’t realized that he really doesn’t represent Kpop, he’s different which is why people were so drawn to him, and yes he doesn’t fit the Kpop mold but definitely brings something different to an audience to react to.
    Memes make a huge impact on the internet and it’s crazy how many memes are made out of Drakes “Hotline Bling” which probably made the video more popular than ever.
    Thanks for sharing

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