First, an apology. This month's music video is a bit late due to the fact that despite it being the summer, Admin C and I have relatively busy lives as interns in New York City. On the other hand, this month's MV is something that reminds us to take it easy and have fun whether we're in Manhattan or in Gangnam.
Background Info:
No music video has received as much attention domestically or abroad than Psy's "Gangnam Style" The song marks singer/songwriter, Psy's return from a two year hiatus to release his sixth album. The song has been on the Gaon single's charts since it's release and ranked in the top 40 iTunes songs in Sweden, Denmark, Japan (twice) and New Zealand. Not to mention, it's peaked at at 25 in the U.S. Billboard's Top 50.
"The Korean slang "Gangnam Style" refers to a luxurious lifestyle, as associated to Gangnam District, an affluent and trendy area of Seoul. The music video depicts Psy dancing in various locations in Gangnam.The song's theme is about "the perfect girlfriend who knows when to be refined and when to get wild." (credits: Wikipedia)
The Video:
Clearly, this video doesn't run the usual track of Korean music videos. No awkwardly situated rooms, no flashy club light scenes, no ovary killing good looking men. This video does have, however, an abundant of scarily pretty Korean women.
In all seriousness, this video takes an unconventional approach on K-Pop both musically and visually. Let's state the obvious, in an industry abundant with impossibly good looking specimens of the Asian persuasion, Psy is clearly lacking in the area. That isn't to say he doesn't have his own charm. Psy seems to know that as an older, not so superbly sexy idol, he has to find another way to grab the audience's attention visually. In which case, he plays up his own unique style. Psy isn't afraid to make fun of himself, sitting on the toilet and having interesting elevator rides. He also extends this idea of "not what it seems" by giving the well known a makeover. Several famous stars are spotted in his video, the most prominent being HyunA as this perfect "gangnam style" girlfriend. Other stars like Big Bang's T.O.P and Daesung and comedians Yoo Jae-Seok and Noh Hong Cheol make guest appearances hide and seek, Where's Waldo style.
What I really liked about this video is the public interaction. Gangnam Style refers to the distinct style of Seoul's Gangnam district. Rather than portraying this in a way that excludes the natural characteristics of the area, Psy takes his video outside to what seems to be actual places. At first, the quick changing, fast paced cuts seem random, from parking lot to bathroom, but everything is tied together through the repetition of the trademark "Horse Dance".
The over the top costumes and colorful scenery only add to the video making it more interesting. Whereas most K-Pop music videos stick to one bland and consistent scenery, Psy's video isn't afraid to proudly display all the colors of Korea, from the old chess playing grandfathers to the glaringly bright tracksuit wearing ahjummas. In a way, the video brights out the quirky flavors of the Korean people.
The Song:
"Gangnam Style" is known to be completely written and produced by Psy. Everything from lyrics to music to the video has been done with the artist at the lead. In the past, Psy faced some controversy due to the inappropriate content in some of his videos and songs. Educated in the United States at Boston University and Berklee College of Music, Psy seems to retain the American bias of saucy and satirical media content.
Essentially, the English translation of the song is rather simple. It talks about a man whose wants a Gangnam Styled girl, one who is sensible yet sexy at the same time. In return, the guy isn't the best looking or has the most muscles, yet he isn't just as he seems. In the spirit of Gangnam Style, they are the perfect match for each other.
The song itself is repetitious without any real complicated storyline. This makes it easy to memorize and easy to sing along to. In short, this is one song that belongs in the "annoying songs that get stuck on replay in your head" hall of fame. All it really takes is the first couple of bars before the phrase "Oppa Gangman style" is forever stuck on a loop. Not to mention the word "heeeeeey" will now be the precursor to the cheer "HEEEEEY SEXAY LAAAAYDAAAY".
The Dance:
The dance is just as strange and addicting as the song itself. Dubbed the "Horse Dance", it's a combination of awkward dancing saved by the smooth sophisticated grace of innate Korean dancing skills. Needless to say, the knee raising, horse like trotting would look strange had it been any other person. Not to mention the boy at 0:22 displays some impressive skills for someone his age.
Since "Gangnam Style" seems to be an expression of individual charm and personal qualifications in the context of the music video, having the dance performed by a variety of groups from the young to the middle aged to the old displays the extent of the meaning. Using an almost bandwagon approach, having such a large and diverse group of people sparks a mob mentality. If you can't beat them, join them... even if it does inherently look stupid.
The Verdict:
There is no surprise as to the popularity of this music video. With the appealing colors, the hilarious weirdness and the catchy beat, "Gangnam Style" appeals to the oddball in all of us. Despite laughing to the ridiculous displays, we can't help but want to join in on the fun as well.
