Psy's 'Gangnam Style' showed the music industry what could be achieved through internet platforms and social media, especially by artists outside the West who did not perform in English
South Korean singer and producer Psy (C) performs his biggest hit song, ‘Gangnam Style’, during a concert at an outdoor venue in the grounds of the Korea University in Seoul, May 27, 2022. Photo: ANTHONY WALLACE / AFP
Seoul, South Korea: When South Korean rapper Psy released "Gangnam Style" a decade ago, few anticipated the scale and speed of its success, and how it would help usher in the streaming revolution.
Its madcap music video with the now-trademark horse-riding dance was released on July 15, 2012. It focused on the local, poking fun at Seoul's wealthy Gangnam district—but within weeks it went global.
By December that year, it had reached one billion views on YouTube. It birthed countless memes and parodies, with the giddy-up dance performed by flash mobs from Azerbaijan to New Zealand.
And "Gangnam Style" showed the music industry what could be achieved through internet platforms and social media, especially by artists outside the West who did not perform in English.