I think Dae Ryun Chang’s 3-point guideline for companies to follow to develop their own “Gangnam Style” is quite interesting. The first point “Make your product or brand more ownable” is different than what many companies are used to. The old (for lack of a better word) marketing formula was all about protecting your creation from being stolen. I did not know that the song was not copyrighted. I do believe that not doing so helped the song reach the audience that it did. The second point “Be open-minded, but in a controlled way”, is a step that I think many artists and companies are already following today. There are more opportunities for fans to have a say in what happens with their favorite artist. Crowdsourcing has become very popular and proves to be quite successful as well; in addition, with social media constantly growing there is a direct line of contact with fans to see what they want. More and more increasingly artists and brands are collaborating with media influential to develop new ways to reach their current audience and expand it as well. Finally, the third point “Find an uncommonly-common emotional denominator that resonates across cultures”, is easier said than done. Psy was able to achieve this because he spoke on something many can relate to, not that everyone understood what was being said. I think these points are interesting but because media and consumers are ever changing I’m not this type of success can be repeated 100%.
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