Services Marketing and Relationship Marketing: Gangnam Style

This report provides a detailed analysis of the marketing strategies employed in the global success of the Gangnam Style music video by Psy. It utilizes the 5W model of communication (Who, What, Channel, To Whom, With What Effect) to dissect the integrated marketing communication approach. The report explores how the content, including the catchy music, entertaining dance moves, and flashy visuals, contributed to the video's viral spread and its impact on consumer engagement. It examines the value added to consumers through the content and the influence of the video's message, referencing the anti-materialism theme. Furthermore, the report highlights the various channels used for promotion, including social media platforms and traditional media, and their role in amplifying the video's reach. The analysis underscores the importance of content in driving the video's success and solidifying Psy's popularity. References from various sources support the analysis.

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Contents
5W model of Communication on Gangnam style...........................................................................2
Communications content adds value to consumers of Psy’s music................................................3
Impact of content on video’s success..........................................................................................4
References........................................................................................................................................5

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5W model of Communication on Gangnam style
Integrated marketing communication is one of the easiest concepts that include different forms of
communication that are linked with each other. It is one of the major tools that is used to
promote. The case study of the “Gangnam Style" is given which is all about the integrated
marketing communication. The analysis of the case has been done with the help of 5W model of
communication that includes different components. The description of components on the case is
given below -
Who: - The first component of the model is Who, that is a person who will communicate about
the Gangnam style. In the case study, it has been found that one of the well-recognised South
Korean rapper and musician Psy (Park Jae-Sang real name) introduced their new music video
with the name of Gangnam Style. The communication is sent by the musician and rapper who
wants to generate awareness about the Gangnam, which is a place in South Korea Seoul
(Mclntyre, 2014).
What: -The model shows what the sender is willing to communicate to the general people
through their new video of Gangnam Style. The message of the video is not so much about the
Gangnam but is all about the life that is hollow and meaningless but the people who are living
large instead of money. Thus, the major motive of the video is to communicate about the living
standard of people within the country.
In which Channel: - In the integrated marketing communication, the channel through which the
communication has been done matters a lot and this is considered by the communicator.
Gangnam Style music video got viral with the help of different channels and currently, this video

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is the list of most-watched video (The Drum, 2012). The music video has 1.6 billion counting
and views in the market. Psy’s record label YG Entertainment has associated with different areas
before the launch so that they can display their video at different channels. The video includes
the line-up artist who is popular on different social media platforms and they have contributed
effectively in spreading the video on different channels which include Your Tube, Facebook and
Twitter. This has increased the volume of the people who have watched the video before.
Integrated marketing communication includes online and traditional ways to promote products.
The online publication of the video is Gawker and Gizmo which later on contributed in
traditional media powerhouses that include Billboard, CNN and Skynews (Jam, 2017). Thus, the
integrated communication tool has contributed a lot in promoting the views for the video.
To whom: - Gangnam style music video is launched across the world that means that the
communicator wants to entire world to listens to this music and video. Thus, the audience to
whom the video is presented includes Consumers of Psy’s music, dancer, musician, and many
others. The content of the music video is easy to understand by the people of South Korea who
are familiar with the language and are majorly targeted.
With what effect: - This component of the model includes the response of the receiver to the
sender that is one of the major elements (Wenxiu, 2015). In the case study, it has been found that
Gangnam style has won the heart of numerous people that include the dance lovers, musician,
and many others. Along with this, the video has contributed effectively in increasing the
popularity of the rapper and musician Psy in just 4 months.

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Communications content adds value to consumers of Psy’s music
In the current environment, this is a fact that communication content is one of the facts that add
value to the consumer of Psy’s music. The song has topped on the Billboard music chart as well
as iTunes char apart from the fact that lyrics of this video are in Korean language and the
musician has not provided any subtitles written for the people who are non-Korean natives. This
adds the value for the consumers of Psy’s music. The video music adds the value for the
consumer of Psy’s music because the video shows the native culture of people of Seoul. The
dance motive of the video is so attractive and these are accepted by the people across the world
because there is no copyright and “Style” suffix of the title of the songs. Thus, this allows people
across the world to accept the style and copy it. Consumers of Psy’s music accept the dance
move and post the video in their style. Thus, video leads to the proud movement for the
consumers of Psy’s music that the music is adopted by the entire people.
Impact of content on video’s success
The content of the videos is the reason behind the success that is stated below-
 Flashy visuals: - Psy appears in the different settings that are dressed up in such a
handful of colourful outfits. It has been found that communication through video was this
much effective that the audience don’t get bored and get attract.
 Addictive music/Entertaining dance moves: - The content of the video include the
melody of Psy’s song that which include the repetitive words and dance move. The
content shows many American celebrities who have performed this stage of dance that
led Psy to attain more frame in market of the US.

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 Compelling message: - The video which is composed include different funny scenes
which shows the message that lyrics of the sing entails an anti-materialism theme that
pokes fun at men who try to imagine their entire life as a section of privileged (Futrelle,
2012).
References
Futrelle, D. (2012) The Wholesome Hidden Message of ‘Gangnam Style’ [Online]. Available
from: http://business.time.com/2012/09/24/the-wholesome-hidden-message-of-gangnam-style/
[Accessed on 27th September 2019]
Setareh (2012) Benchmarketing Psy’s “Gangnam Style” video to gain wider publicity [Online].
Available from:http://buytheway.ascjclass.org/benchmarketing-psys-gangnam-style-video-to-
gain-wider-publicity/ [Accessed on 27th September 2019]
Wenxiu, P. (2015) Analysis of new media communication based on Lasswell’s “5W”
model. Journal of Educational and Social Research, 5(3), p.245.
The Drum (2012) Case Study: How Gangnam Style went viral with a strategic marketing
campaign from YG Entertainment [Online]. Available
from:https://www.thedrum.com/news/2012/10/30/case-study-how-gangnam-style-went-viral-
campaign-yg-entertainment [Accessed on 27th September 2019]
Mclntyre, H. (2014) At 2 Billion Views, 'Gangnam Style' Has Made Psy A Very Rich Man
[Online]. Available from:https://www.forbes.com/sites/hughmcintyre/2014/06/16/at-2-billion-
views-gangnam-style-has-made-psy-a-very-rich-man/#465ea3b23fdb [Accessed on 21st
September 2019]

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Jam, M.V.P. (2017) A Theoretical Framework for the Analysis of Messages on Enterprise Social
Media: towards the development of an analytical communication framework. Revista
Internacional de Relaciones Públicas, 7(13), pp.5-22.