HC2112 Report: Analysis of Psy's Gangnam Style Music Video

This report provides a comprehensive analysis of Psy's Gangnam Style music video, examining its marketing and communication strategies within the context of service marketing. The report begins by applying the 5Ws and 1H model (who, what, how, where, when) to the music video's success, and then delves into the verbal and nonverbal communication techniques employed. It highlights the role of YG Entertainment in building a strong foundation for the video's launch and the use of visual and nonverbal communication to connect with a global audience. Furthermore, the report evaluates the backstage and front-stage operations of the event management organization, Alive Events Agency, and discusses the managerial implications of these activities. The analysis considers the significance of service encounters and the overall impact of integrated marketing communication on the music video's global popularity. The report concludes by summarizing the key findings regarding the music video's success factors and the application of service marketing principles.

Running head: GANGNAM STYLE
GANGNAM STYLE
Name of the Student
Name of the University
Author Note

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Executive Summary
The main aim of the following paper is to evaluate the 5ws 1h which are who, what, how,
where, when model of the famous k-pop music video “Gangam Style” by Psy. In addition, it
also evaluate the various verbal and non verbal communication strategies which had helped
in gaining of immense popularity of the following mentioned music video. The famous K pop
music video Gangnam style, featuring famous South Korean Musician, Psy whose real name
was Park Jae-Sang. It was released in the year 2012. In the year 2012, in the month of
December dated 21st, the Gangnam style became the first YouTube music to reach one
billion views worldwide on the social media. Lastly, the following paper concludes by the
evaluating the various back-stage as well as the front-stage operations of the event
management organization- Alive Events Agency and the various implication of the
compliance or non compliance of the various managerial activities.

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Table of Contents
INTRODUCTION......................................................................................................................3
DISCUSSION............................................................................................................................3
PART 1...............................................................................................................................3
5WS 1H (WHO, WHAT, HOW, WHERE, WHEN) MODEL OF K-POP MUSIC
VIDEO “GANGNAM STYLE”. 3
COMMUNICATION CONTENTS HELPS IN ADDING VALUE TO THE K-POP
MUSIC VIDEO “GANGNAM STYLE”...........................................................................5
PART 2.......................................................................................................................................7
FLOW CHART......................................................................................................................7
SIGNIFICATION OF SERVICE ENCOUNTER.................................................................9
MANAGERIAL IMPLICATIONS......................................................................................11
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

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INTRODUCTION
The famous K pop music video Gangnam style, featuring famous South Korean
Musician, Psy whose real name was Park Jae-Sang. It was released in the year 2012. In the
year 2012, in the month of December dated 21st, the Gangnam style became the first
YouTube music to reach one billion views worldwide on the social media. The Gangnam
style music video has reached around 3.4 billion view on the you tube ever since it’s
launched. The Gangnam style became the most viewed music video on YouTube from
November 24, in the year 2012, when it surpassed the music video for "Baby" by Justin
Bieber featuring Ludacris, to the month of July 10, in the year 2017, when it was surpassed
by the music video for "See You Again" by Wiz Khalifa featuring Charlie Puth”. The
following report elaborates on the 5 W 1 H which mainly includes who, when, what, where
and How related to the k pop music video. In addition, the following report also elaborates on
the various verbal and no verbal strategies that had helped in the immense popularity of the K
pop Music video by PSY Gangnam Style (Werner, 2017). The report also focuses on the
various front stage and back stage activities that are followed in planning of a event and the
various positive or negative implications of the various managerial activities.

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DISCUSSION
PART 1
5WS 1H (WHO, WHAT, HOW, WHERE, WHEN) MODEL OF K-POP MUSIC VIDEO
“GANGNAM STYLE”.
Talking about the Who, Gangnam Style video was a music video, which was released
by the famous South Korean musician Psy whose name was real name Park Jae-Sang in the
year 2012 in the month of December dated 21st.
What of the integrated marketing process may include the fact that Gangnam Style is
a smashing K- pop hit music video of the year 2012, which created a global phenomenon.
Gangnam Style was debuted as the number one video on the Gaon Chart of South Korea. In
the year 2012, in the month of December dated 21st, the Gangnam style became the first
YouTube music to reach one billion views worldwide on the social media. The Gangnam
style music video has reached around 3.4 billion view on the you tube ever since it’s
launched. The Gangnam style became the most viewed music video on YouTube from
November 24, in the year 2012, when it surpassed the music video for "Baby" by Justin
Bieber featuring Ludacris, to the month of July 10, in the year 2017, when it was surpassed
by the music video for "See You Again" by Wiz Khalifa featuring Charlie Puth”.
In the integrated marketing process, the Where of the “Gangnam Style” K- Pop music
video may include the fact that it was launched in the state of South Korea on the YouTube
social media.
The When of the integrated marketing process may include the fact that the
“Gangnam Style” K- Pop music video was launched by the famous South Korean musician

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Psy whose name was real name Park Jae-Sang in the year 2012, in the month of July dated
15th.
While considering the How of the integrated marketing process, the “Gangnam Style”
K- Pop music video through its “planning and implementation of an integrated
communication strategy was able to achieve such explosive response on social media”. Long
time before that launch of the “Gangnam Style” K- Pop music video, the recording label of
the Psy music video YG Entertainment was involved in the building up of the foundation in
order to reach the maximum number of followers in number of channels. The Line-up-of the
various artists which was under the recording label of the YG Entertainment had accounts
their social media account opened across the various social media platform like the Facebook,
the YouTube and the Twitter (Kim et al., 2014). The various artists on the various social
media platform use to have a around millions of subscribers and followers. “YG
Entertainment also spend time setting up partnerships with other influential players in the
music industry such as Will.i.am and websites such as AllKpop.com. These preparations
beforehand ensured that any outgoing communications would gain high-volume views and
reach from day one”. After the launch of the “Gangnam Style” K- Pop music video, the high
volume of the music video was used upon in order to gain upon more viewers and followers
on the various social media platform. In addition, it was also used to grab the attention of the
“various traditional and the generalists’ media sources”. In the beginning, the popularity of
the “Gangnam Style” K- Pop music video, was distributed through online through various
online technology publication like the Gizmo and Gawker which use to give them access to
be covered by the traditional powerhouse of traditional media like the CNN, the billboards
and the Sky news.“One mainstream attention was achieved, all other major media sources
began taking note and spotlighting the K-pop Music video “Gangnam style”, thus ensuring its
record-breaking success” (Lie, 2013)

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COMMUNICATION CONTENTS HELPS IN ADDING VALUE TO THE K-POP MUSIC
VIDEO “GANGNAM STYLE”.
There are numerous reasons for the immense popularity of the Psy’s K- pop Music
video Gangnam Style. One of the main reasons for this popularity may include the various
communication strategies that are being utilized in the following K-pop Gangnam Style
music video by Psy aka Park Jae-Sang (Kasperand Kellerman 2014). These different
communication strategies can be segregated into two different parts, namely nonverbal
communication and the various visual communication strategies. The Psy`s k pop music
video Gangnam Style has used these various strategies in order to attract a wide range of
audiences. Hence, the various integrating communication strategies with various other
features enable the creator to better express his ideas in a much better way.
In Psy’s Gangnam Style K- pop music video, the audience can detect a wide array of
non-verbal communications signals. The greatest aspects of this non-verbal communication
are the body language (Richards and Schmidt2014). The Body languages may refer to the
different facial expressions, different postures and the different gestures that were displayed
throughout the Psy`s Gangnam K-pop music video. This can be considered as one of the most
effective communication strategies that was being utilized by Psy aka Park Jae-Sang. His
different variations in the body language assist the audience to understand the different
powerful messages he is trying to convey in his famous K pop Music video (Jung and Li
2014). Moreover, Psy aka Park Jae-Sang takes the support of his body language in order to
attract the audience and retain his viewership in the social media called YouTube (Tsay,
2013). In addition, the various gestures of Psy are also highly enthralling and entertaining. By
utilizing the various gestures that are unique and perhaps novel to the audience, Psy is able to
communicate his ideas through his gestures. Thus, through his motions and gestures, Psy was

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able to effectively put across his messages while grabbing the attention of the viewers of his
K pop music video.
The proper utilization of the various communication strategies is one of the major
reasons for the immense successes of psy K pop Music video Gangnam Style. In addition, it
is also interesting to note that this K-pop music video has attained the global success despite
the fact that many of its audiences do not understand Korean language. Psy was able to
connect with the audiences despite a language barrier because he had employed an array of
visual communication strategies in his famous K-pop music video, Gangnam Style
(Bachmanet al 2015). The colourful backgrounds and the exuberant dance moves in the K-
pop music video help the audience to connect with Psy in a great manner. In addition, the
flashy visuals also assist Psy to communicate directly with his audience. The range of
colorful outfits and the colorful visuals in the K pop music video helps him to attain his
popularity levels among its audience (Biasutti, M., 2015).
Furthermore, the addictive music is also a key component of his communication
strategies in the K pop music video of Psy Gangnam Style. Since the melody of the song is
repetitive and the patterns of his dance match the current ongoing trends of the electro-dance
genre, this video grabs the attention of the viewers. In addition, through his music and dance
moves, Psy shares a compelling message to these viewers through his excessively popular K
pop music video Gangnam Style. Psy also provides a great deal of commentary on the social
life. Hence, the emotional message that Psy depicts in his K pop music video connects with
all of his viewers, including the international viewers as well through youtube.
Hence, it can be deduced that Psy has utilized an array of communication strategies in
his famous K pop music video Gangnam style music video in order to develop a connection
with his global and international audiences. Even though the audiences are not aware of the

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language, they are able torelate, understand and connect to Psy because of his various
nonverbal communication and the visual strategies he had employed throughout the famous k
pop music video Gangnam Style music video . Thus, it can be concluded that through the
utilization of these communication strategies, Psy’s k pop music video has attained the wide
acceptance of the local audience as well as the international audiences.
PART 2
FLOW CHART
The Flowchart of the back-stage as well as the front-stage operations of the event
management organization- Alive Events Agency may be considered as follow-
The various Front Stage Operations of the event organization can be as follows-
Making all the required reservations and appointments that would be required to conduct the event. It
may include hotel reservations, event location reservations. Making sure that all the guests and
celebrities of the event are properly accommodated in their respective hotel. In addition, all the front
stage operations may require making sure that all the required arrangement is made for all the
attendee who would be attending the events. Those arrangements may include proper sitting
arrangements, proper food and refreshments for ala the attendee. In addition, proper arrangements
should be made to park their vehicles.
The various backstage activities may include making sure all the technical supports are available
during onstage performance or event. To make sure that the green room is available for all the
performing guests and celebrities. Making all the proper food arrangements for the performing guest
and celebrities. In addition making all the required travel arrangement for the guests or celebrities
involved in the event.
BACK STAGE OPERATIONS

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FRONT STAGE OPERATIONS

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SIGNIFICATION OF SERVICE ENCOUNTER
Service encounters may be identified as the transactional interactions in which an
individual or organization provides certain services to another individuals (Yarimoglu 2014).
These services may be products, appointments or even managing events. There are many
different aspects of a service encounter. The four major attributes that may be identified are
the service culture, employee management, service quality and most importantly the
customer experience. The following discussion critically analyzes a service encounter at
Alive Events Agency. Moreover, the significance of this encounter will also be evaluated in
the following paragraphs.
A service encounter may be identified as an interaction between the representatives of
an organization and the customers. When an organization is required to interact with a great
number of customers, then it becomes extremely difficult for them to maintain a steady level
of customer satisfaction. Furthermore, it must be identified that a service encounter is not
only limited to constructing a transactional relationship with the customer. Rather, it is also
extremely important to provide a dissatisfied customer with recovery services in order to
ensure that the consumers convert to loyal customers. Additionally, the service quality also
has a significant impact on the consumers as well. This level of satisfaction may be
dependent on the attitude put forward by the representative, vendor or agent. Additionally,
the moment that the customer interaction is occurring is labelled as the moment of truth. This
is because it is at this moment that the customer is remains satisfied or dissatisfied
(Kaura,Durga Prasad and Sharma 2015).Hence, it is essential that an organization give
utmost value to the service encounters in order to retain the customers.
Alive Events Agency is an agency that combines an events and activation agency.
They not only offer services in event management, but they also help in providing design

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related services as well(Alive Events Agency 2019).They assist the customers to create
extraordinary live events and experiences. Thus, a service encounter with this agency would
possess several attributes. Firstly, it is essential that the customers are allowed to book their
tickets in an organized fashion. When an event is organized and the audiences are allowed to
book their tickets, Alive Events Agency ensures that the ticket booking procedure is carried
on without a hassle. Making sure that the consumers are able to process their tickets without
any hurdles would assist them to hold a positive opinion about the company. In addition to
this, Alive Events Agency must also ensure that all the customers are properly provided with
accommodation. Having guests from faraway places that may attend the event, makes it
essential for the organization to accommodate the guests in a method that is feasible for them.
Other arrangements that are a crucial aspect of the service encounter is making sure
that the seating arrangement is comfortable and to the liking of the diverse consumers
(Dabholkar 2015). They may ensure this by applying several strategies that would aid them to
cater to the audience. Additionally, there are some other aspects that Alive Events Agency
must also look after. For example, if there any celebrities that are performing at the events,
then it is imperative for them to cater to the comfort level of these celebrities as well. For
instance, this agency has proactively made sure that all of the celebrities are provided food at
their preferred timings. Thus, this has assisted both the audiences and the celebrities form a
positive opinion of the agency. In addition to the food arrangements, Alive Events Agency
has also ensured that the celebrities’ travel requirements are also thoroughly met. This is a
major reason why that the agency is so highly favorable with the customers and the
celebrities. Hence, the popularity of Alive Events Agency is credited to its fruitful
interactions with their consumers.
Hence, it can be deduced that Alive Agents Agency is popular due to its favorable
service encounters. It is essential that in order to retain their reputation, it is extremely