In Korea, bands such as SM Entertainment's Super Junior and Girls Generation have became branding powerhouses, scoring endorsements ranging from cosmetics, fashion, video games, electronics and beverages. I've definitely got to make something in English so I can communicate with my fans right now," the singer said. "'Gangnam Style' is not the sort of thing that's going to happen twice. Psy said he was proud his song succeeded in Korean, but he now wants to branch out into English.
"It really matters that Psy can go on the Ellen DeGeneres TV show and have a conversation." "The investment in language is costly, but effective," said Ted Kim, president of South Korean music television channel Mnet. "I thought, 'Should I translate this or not?' because (the fans) have got to know what I'm talking about, and lyrics are a huge part," Psy said.īut industry executives say at least one member of each K-Pop group is usually taught to be fluent in conversational English. The singer told Reuters he was persuaded to keep it that way by his manager Scooter Braun, the talent scout responsible for Justin Bieber's success, who signed Psy to his record label. Psy has helped to break down language barriers, keeping "Gangnam Style" in its original Korean form instead of adapting it to English when it became an international hit. "K-pop admittedly is a very niche genre but I also think it's the best equipped of Asian pop to cater to the U.S. Whether Psy or other K-pop artists can command a global following to rival Lady Gaga, Justin Bieber or Rihanna remains to be seen, but John Shim, senior producer at MTV World, believes it is the right genre to compete with pop music's biggest names. "Kids are coming, they're engaged, they want to spend money and sponsors saw that," Moffat said. Moffat said car companies and mobile phone brands were among those being courted at KCON, a convention held in October in Irvine in Southern California that showcased K-pop artists. companies looking to invest, K-pop is being marketed as the next big thing, boasting young, stylish and influential artists who command devoted fan followings. Both American kids and second-generation Korean American kids are discovering it," Kye Kyoungbon Koo, director of the Korea Creative Content Agency, told a panel at a Billboard and Hollywood Reporter conference in Los Angeles in October.įor U.S. "YouTube has really changed the awareness of K-pop.
Psy's vibrant music video, featuring his invisible pony-riding dance, also featured K-pop artists Kim Hyun-a of girl band 4Minute, and Deasung and Seungri of boy band Big Bang, all of whom are attempting to crack the U.S. People are paying attention to what's being done there," Alina Moffat, general manager at YG Entertainment group, which manages Psy, told a recent entertainment industry conference in Los Angeles. "Psy has opened doors and is shining a spotlight on K-pop.
Over the past two years, a handful of K-pop acts including girl group 2NE1, boy band Super Junior and nine-piece band Girls Generation have embarked on mini-promotional tours around the United States to build their audience. With "Gangnam Style" topping the current Billboard Digital Songs chart and becoming the most-watched video on YouTube ever with more than 800 million views, fellow Korean pop, or K-pop, artists are positioning themselves for similar U.S. LOS ANGELES, Nov 30 (Reuters) - "Gangnam Style," the catchy Korean song by rapper Psy, may have danced its way into the American charts but the Korean pop industry isn't horsing around when it comes to capitalizing on the singer's phenomenal U.S. * Genre still too small to generate major concert ticket sales * Psy plans to branch out into English lyrics to widen appeal * YouTube seen as main conduit for K-pop to U.S.