It's been a decade since 'Gangnam Style' became a cultural phenomenon. Korean artist Psy reflects on his global hit and how it paved way for a new era of K-pop stars.
The early 2010s were an era of instant hits. From the"Harlem Shake" to"Party Rock Anthem", digital platforms ushered in a new era of publicity -- and virality.
The music video for "Gangnam Style" became the first video to hit a billion views on YouTube in 2012.Psy, who was already popular in his home country but barely known globally, quickly became one of the most recognizable artists in the world. Within a year, he had broken three Guinness World Records and was performing at New York's Madison Square Garden with Madonna. For the then-35-year-old from Seoul, the whirlwind success was something he could have never imagined.
"These kinds of going-viral-on-the-internet media platforms, YouTube, made K-pop and hallyu really popular and big overseas," he says.Fast forward a decade and South Korean talents have reached new levels of global popularity and fandom. BTS has often cited -- and thanked -- Psy for helping globalize K-pop. One of the boy band's members, Suga, even co-produced and featured on, the lead single from the Psy's new album,"Psy 9th". Like"Gangnam Style", the song is catchy and danceable, while the music video features some of the singer's signature humor and has already garnered more than 272 million views on YouTube.
And the appreciation is mutual."I think it's an incredible feat," Psy says of BTS' success."Every single part of me applauds them and is cheering them on. That heavy burden that I felt in 2012 -- BTS has been shouldering that for six or seven years now."For Psy, there has always been another side to his global success.
Psy at a press conference of his new album "Psy 9th" at the Fairmont Ambassador Hotel on April 29, 2022 in Seoul, South Korea.Between it all, Psy is still filling venues in his home country. His annual concert series,"Summer Swag" is currently underway after being canceled due to the pandemic.
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