Why did Gangnam Style become viral. A few quick suggestions on the nature of brand Gangnam and the way it spread through internet.

1. Brand
Gangnam!
Why did it become viral?

2. Big Brand Gangnam
• Most viewed K-pop video on YouTube
• Most liked video on YouTube with 1.57 million
"likes" (Won its first Guinness World Record)
• First K-pop song to top the UK Singles Chart
• Most viewed video on YouTube
• First video in Internet history to be viewed more
than 1 billion times

3. WHY DID IT REACH THERE ?

4. "Gangnam Style" is a K-pop single by the South Korean
musician PSY.
The song was released in July 2012

5. lifestyle associated with
"Gangnam Style" refers to a
the Gangnam District of Seoul,
where people are trendy, hip and exude a certain supposed
“class”.
People who are actually from Gangnam never proclaim that
they are— Only posers and wannabes say
they are “Gangnam Style”
poking fun
This song is actually at those kinds of
people who are trying so hard to be something that they're
not

6. Brand Gangnam Appeal
1. Promotes authenticity and critiques imposters
• Perfect fit in a paradigmatic shift towards humanizing brands
2. Uses ahumorous tone
• Humorous appeal breaks language and cultural barrier and taps
into the universal language of humor
Viral Aspect
1. Gangnam Style coincided with the Korean wave and an increase
in the popularity of South Korean entertainment since late 90s
2. After success with K-pop listeners, the buzz caught up with
non-korean listeners influenced by their Korean friends on
online social networks
3. The buzz had a cumulative effect

7. Spreads to network Spreads to network
of K-pop listeners of active Listeners
+ve Word of Mouth +ve Word of Mouth
Appeals to active
Appeals to K-pop
music explorers Non
brand community
K-pop listeners
Brand Gangnam