How does “Gangnam Style” become a success? –- new international marketing strategies

A Korean music video “Gangnam Style”, despite of its entire Korean lyrics, topped international music charts from Korea K-Pop Hot 100 Chart to American iTunes charts and has received 50 million views and counting on Youtube. The singer — Psy, a Korea pop star, does not have the traditional pretty face and skinny appearance customary among other popular Korean singers, but instead looks more like an “average Joe”.  So what accounts for the global hit song?

A recent article of Harvard Business Review suggests three main lessons from the song’s social marketing campaign:

  1. Make your product or brand more ownable”
  2. Crowdsourcing but in a controlled way
  3. Universal “emotional denominator that resonates across cultures”

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