Gangnam Style: Communication Strategies and Marketing Analysis Report

This report provides a comprehensive analysis of Psy's Gangnam Style music video, examining its marketing strategies and communication techniques. It utilizes the 5Ws and 1H model to dissect the video's elements, including the 'who, what, where, when, and how' of its creation and dissemination. The report delves into the non-verbal communication aspects, such as dance moves and gestures, that contributed to its global appeal. Furthermore, it explores the front-stage and back-stage operations of an event management organization, considering the implications of managerial activities. The analysis highlights the role of integrated marketing, social media, and catchy visuals in achieving the video's unprecedented success. The report also explores the various communication strategies and methods used by Psy to connect with both national and international audiences, and the impact of the song's catchy tune and vibrant visuals. The report concludes by summarizing the key factors that contributed to Gangnam Style's viral success.

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 world famous Gangnam style Music
video by Psy using the 5 W 1 H (Who, When, Where, What, and How) model. Along with
the 5 W 1 H Model, the various verbal and Non verbal actions and gestures those are being
employed in the following music video are also being evaluated which had helped in the
gaining of the immense popularity of the music video all around the world. The famous South
Korean Musician, Psy whose real name is Park Jae-Sang, made the world famous music
video Gangnam Style. It was released in the year 2012 and by the month of December same
year, Gangnam Style became the became the first YouTube music to reach one billion views
worldwide on the social media platform called YouTube. Lastly, the following paper
concludes by stating the different 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” BY Psy. 3
VARIOUS COMMUNICATION CONTENTS THAT HELPS IN ADDING VALUE
TO THE K-POP MUSIC VIDEO “GANGNAM STYLE”...............................................5
PART 2.......................................................................................................................................8
FLOW CHART......................................................................................................................8
SIGNIFICATION OF SERVICE ENCOUNTER...............................................................10
MANAGERIAL IMPLICATIONS......................................................................................13
CONCLUSION........................................................................................................................14
REFERENCES.........................................................................................................................15

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INTRODUCTION
The Gangnam style music video, the famous K pop music video had featured the
famous South Korean Musician, Psy whose real name was Park Jae-Sang. It was released in
the year 2012 and by the month of December same year dated 21st, the Gangnam Style music
video became the became the first YouTube music to reach one billion views worldwide on
the social media platform called YouTube.
The following report also talks about 5 W 1 H which mainly includes who, when,
what, where and How in terms of the famous K pop music video Gangnam style by Psy.
In addition, the following report also elaborates on the various verbal and Non verbal
actions and gestures those are being employed in the following music video are also being
evaluated which had helped in the gaining of the immense popularity of the Gangnam Style
music video by the famous South Korean musician Psy all around the world(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” BY Psy.
The 5 Ws 1 H are the combinations of questions like who, what, how, where, when, using
which the aim of an Business organization behind the marketing communication of an
individual can be understood.
Who, Gangnam Style video was a music video, which was made by the famous South
Korean musician rapper and pop icon Psy whose name was real name Park Jae-Sang in the
year 2012 in the month of December dated 21st. Much credited must be given to Psy aka
Park Jae-Sang for taking the K pop or Korean pop to a global recognition.
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 social
media, which is a part of the new media called YouTube. They have a much higher reach
than the traditional media like print media and the audio visual media in today time.
Although the music video was made in South Korea, the communication methods or
strategies employed by the marketing department of K pop “Gangnam Style” K- Pop music
video made sure that the music video has a global international audience. (Kuwahara, 2014)
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

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maximum number of followers in number of channels. The production house of the K pop
Music video of the Psy`s Gangnam Style was involves in extensive networking in order to
reach the maximum audiences. Networking can be said to be most important and vital
activity in a business organizations that needs to be done in order to achieve greater success.
There were 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 Face book, 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. “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)
The When of the integrated marketing process may include the fact that the
Gangnam style music video, the famous K pop music video had featured the famous South
Korean Musician, Psy whose real name was Park Jae-Sang. It was released in the year 2012
and by the month of December same year dated 21st, the Gangnam Style music video became
the became the first YouTube music to reach one billion views worldwide on the social
media platform called YouTube.
The 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. It was released in the year 2012 and by the month of December same year
dated 21st, the Gangnam Style music video became the became the first YouTube music to
reach one billion views worldwide on the social media platform called YouTube. Despite the
fact that the lyrics was not understood by the majority, still people from all around the world
enjoyed the song because of the catchy music and attractive and captivity visuals. It was able
to connect with its audience (Oh and Park, 2013).

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VARIOUS COMMUNICATION CONTENTS THAT HELPS IN ADDING VALUE TO THE K-
POP MUSIC VIDEO “GANGNAM STYLE”.
There are number of reason that can be attributed towards the success and the immense
popularity of the Gangnam style music video, the famous K pop music video had featured the
famous South Korean Musician, Psy whose real name was Park Jae-Sang. One of the major
reason for the absolute success of the following music video is the use of the various verbal
and Non verbal actions, gestures and communication technique and strategies in the
following music video by Psy in order to connects with its both national and international
audience. Despite the fact that the lyrics was not understood by the majority, still people from
all around the world enjoyed the song because of the catchy music and attractive and
captivity visuals. It was able to connect with its audience (Jung and Li,2014). Hence, the
various integrating communication strategies with various other features enable the creator to
better express his ideas in a much better way. One of Non Verbal strategies employed in the
Gangnam style music video, the famous K pop music video had featured the famous South
Korean Musician, Psy whose real name was Park Jae-Sang is the use of the body langue in
form of the strong dance moves, which has a strong visual appeal. The Body languages may
refer to the different facial expressions, different postures and the different gestures that were
displayed throughout the dance in The Gangnam style K-pop music video by Psy in order to
cvonvey his message to its global audiences. This can be considered as one of the most
effective communication strategies that was being utilized by Psy aka Park Jae-Sang in order
to attract and get the attention of the large group of audiences in the you tube. In addition, the
various Non verbal gestures and dance moves of Psy in The Gangnam style K-pop music
video are also highly entertaining and captivity. Thus, through his various non verbal actions
and gestures, Psy was successfully able to put across his intended communication messages

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through his famous Gangnam style K-pop music video while holding the attention of the
viewers on you tube. (Lee and Kuwahara, 2014)
It is also worth mentioning that despite the fact that majority of the international audience
did not understood the Korean Language, still the K pop Music video Gangnam Style of psy
was able to get huge global success (Kuwahara, 2014) The colorful backgrounds and the
exuberant dance moves in the K-pop Gangnama style music video help the audience to
connect with Psy in a great manner. In addition, the flashy visuals along with use of humor as
an appeal also aided Psy to directly connect with his audience through the you tube. The
number of colorful outfits and the colorful visuals that was incorporated in the K pop music
video helps Psy to attain huge popularity levels among its both national and international
audience. (Biasutti, M., 2015).
In addition to the attractive visual and the use of Humor appeal, the catchy music of
the K pop Music video Gangnam Style by Psy was also very addictive to holds the attention
of its audiences on the you tube. It an important part of his communication strategies. Since
the tune of the K pop Gangnam Style Song is so catchy and vibrant like a Jingle of an
advertisements, it matches with the current trends of the electro-dance genre. As a result, the
K pop Gangnam Style Song was able to get the attention of his both national and
internationals audience. In addition, Psy through his music and dance moves tries to shares a
compelling message to these viewers through his excessively popular K pop music video
Gangnam Style. The music video also provides a great deal of commentary on the social life,
which may include the idea of partying.
Hence in the end, it can be said that the famous South Korean singer and rapper , psy
had used a number of communications strategies and methods in his K pop Gangnam Style
music video in order to connect with is national as well as the international audience.

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PART 2
FLOW CHART
The Flowchart of the back-stage as well as the front-stage operations of the event
management organization that is the EMG Events Agency is being considered.
The different back stage operation of an event management organization may include the
availability of all the various technical supports on the stage during the event along with the
availability of the green room for all the guest and the celebrities who are going to perform on stage.
In addition, the various different back stage operation of an event management organization may also
include making all the proper food arrangement along with the proper travel arrangements for all the
guests and the celebrities who were involved in the event on the stage.
The different Front Stage Operations of the following event organization can be as follows
getting all the various booking, reservations and all the required appoints done for the various guest
and the dignitaries of an event. The hotel room reservations and the event venue reservation are
among the various reservations that need to be done. In addition, all the various guest and dignitaries
of an event should be properly escorted and accommodated into their respective hotels. Among the
various other front stage operations of an event organization company may also include making sure
that all the required arrangement is done for all the attendee who would be attending the event. The
various arrangements for the attendee may include proper food and refreshments in addition to proper
sitting arrangements for all the attendee of the event. In addition to the above mentioned operations,
the proper parking arrangements should also be made for the various attendee in order to park their
motor vehicles.

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BACK STAGE OPERATIONS

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FRONT STAGE OPERATIONS
SIGNIFICATION OF SERVICE ENCOUNTER
A service encounter can be defined as the transactional interaction between the
business organization and its customers or consumers where the business organization or an
individual provides certain services to another individual. (Yarimoglu 2014). The various
services that are provide by a business organization or an individual may include products,
appointments or even managing various cultural events. The four major attribute of a service
encounter may be stated as the service culture, the management of the employees, Quality
service and most importantly the experience of the customers, which should be good. In the
following assignment report , the service encounter of the EMG Events Agency is being
directly analyzed. In addition, the various significance of the service encounter is also being
discussed on the following assignment report.