GANGNAM FUTURE
For the short term, the whole world will be imitating someone riding a horse when they dance – that’s the immediate future! I’d like to think that Psy can utilise this once in a lifetime opportunity to break into the world’s most alluring music market and maintain his position there. The odds are against him though. When we look at other acts that have gone down the road of novelty songs (songs packaged with loops, parody or dance moves) the future looks quite bleak. Not from a financial point of view. Apparently the two singers from Los del Rio still make quite a handsome sum of royalties from Macarena, all these years later. But let’s not forget – 1995 was a different time, when it was still possible to make a reasonable living out of selling records. Back in 1995 I didn’t have the option of replaying a YouTube clip whenever I wanted to hear a song. I had to buy the CD. These days for every one person who downloads music legally, there are a hundred who don’t. No one seems to care about the artist any more. So we shouldn’t complain if we think the music we hear around is now is too commercialised. Someone has to get paid for entertaining you.
It is my hope that Psy can move in a completely different direction and become something of a phoenix, now that he has the attention of the whole world. This is an extraordinary time. Never in the history of the world has an Asian singer – not just a Korean singer – but any singer in Asia had the world’s ears in such a way. This is after all the 21st Century, the Asian Century, and it would be fantastic to see someone of his experience in the music business to perhaps lead other Korean (or other Asian) artists into new territories. Once you’ve reached a phenomenal peak like this (the world’s favourite video clip) there’s only one way from there – and it’s down. Society props us up for failure after we’ve first tasted success. Movie sequels are often flops, as are singers who bring out a second single. Despite his previous success in his home country, this is his first world single and in order to rise from the ashes (and there will be ashes) the next big thing needs to be on a different course. Does anyone remember the Christmas Macarena (the single that followed Macarena)? No? That’s fine – neither do I.
Collaborate, be creative and innovate. Join forces with an established US based singer and leave Gangnam Style behind. Combine Korean rap with reggaeton, team up with David Guetta or help to introduce the next generation of Korean talent by tapping in to what really sells in the West. It’s an uphill battle for any artist who hails from Asia and we’re starting to see some good quality music come out of Korea now. We just need to make it palatable. My last request for Psy is to not become another Kyu Sakamoto. Please don’t become another Kyu Sakamoto. Don’t be the biggest Korean sensation who has a number one hit and then fades into obscurity. Since 1963, all we’ve had from Japan is that damned Sukiyaki song. This was at a time when Japan was emerging from the scars of war and was well on its way to becoming an economic superpower. It had everything going for it as a progressive society and within time, the “made in Japan” stigma was replaced by prestige. Tokyo became a fashion capital, Japan as a nation became an innovator of technology and still we’re waiting for the next Kyu Sakamoto – in 2012.
My money is on Psy recreating his image and bouncing back from all this hype. If not, I’m going to get on YouTube and upload the catchiest dance song that has penguins, a sneezing panda, a cat that plays the piano and a toddler who can breakdance – and it will all be sung in Chinese. That’s right, the next big thing. A worldwide number one hit in Chinese. Sung by a dog on a tricycle surrounded by dancing penguins. Don’t let me down, Psy. We need more Korean songs – in Korean. I’m counting on you.
Wayne Parry is the author of “Do You Speak English?”. A new book about language schools will be out soon. For more details, go to the website.
www.wdparry.com
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