Psy's 'Gangnam Style' attracts industry attention

MUMBAI: As digital platforms are available at the tip of the fingers, the online innovation has aided several artistes in making their presence felt in the music industry. After various global artistes like Justin Bieber, Rebecca Black, Dhanush and Anirrudh succeeded in gaining stardom through digital media, this time Korean singer Psy's 'Gangnam Style' is attaining popularity through the global streaming trend.
Gaining more than 300mn views on Youtube, the Psy's 'Gangnam Style' is set to break all the records, the video has proved an inspiration to pop artistes like Britney Spears, yummy mummies and even 'aliens' like Klingons (from Star Trek). Eyeing to acquire the top position at Billboard Hot 100 chart, the video currently sits at the number two position, whereas it has secured the top slot at Billboards Digital Songs and Social 50 charts.
While the video is gaining huge success, it occurs to be a cheesy track showcasing some geeky movies with happy irreverence and less-than-high brow philosophy. Why it has acquired such a huge success is a question which remains unanswered. Last year, Indian track 'Kolaveri Di' also acquired the similar status and credited its Tamil-English lyrics for the success.
Radioandmusic.com caught up with the country's pop stars to find out their views on 'Gangnam Style' which has come out of nowhere and gone 'thermonuclear' beyond one's imagination.
Explaining the democratic nature of pop-music and the fact that the recent on-line free streaming can become the source to understand the pulse of public for the music industry, Mooz Entertainment marketing VP Dilip Ramachandran points out, "What record companies can learn from Gangnam Style and other songs which go viral is the fact that they need to feel the pulse of the public. They need to pay more attention to hummable, happy songs which people can relate to instead of what they 'feel' will work. And if a song is for free instead of being tagged with high royalties and other constraints, it will 'sell'. It proves the democratic nature of pop music. Of course the trick is to also find what everyone finds 'new' and interesting."
Meanwhile, giving an artiste's point of view on the track, one of the leading Indian popstar and playback singer Shibani Kashyap says, "Sometimes a track is peculiar and quirky and that works for it. There is something quirky about the song and people are somehow attracted to it. These kind of songs are more of a novelty and don't last very long. But I don't think it 'lowers' the standard of music or anything. it just appeals to people's slapstick and supercilious nerves and works. There's no need to always intellectualize a song. We should just let it hang out and enjoy a fun song like this."
The song has not only attracted pop artistes and general public but has also become a prerogative in the radio playlist. Commenting on the recent trend, Radio One RJ Hrishi K states, "Two days ago I played the Gangnam Style hook on my show and asked the listeners to recognize the song and whether I should play it? Between 75-85 per cent of the listeners immediately recognized the song and asked me to go ahead and play it. I feel that the reason it has gone viral is the fact that it has a unique video and a catchy hook. In today's pop world, a catchy hook is not enough. Priyanka Chopra's song also has a great hook so does Taylor Swift's 'Love Story' but their impact is less than Psy's. Also Psy's extreme confidence has helped in the success of the song. He does not have the conventional pop star look or built but his confidence is amazing."
As several artistes are attracted to the video, there are few musicians who have averted themselves from the digital streaming scene. "I am not exposed to this kind of music and am not tuned in to it. I am barely aware of this Gangnam Style phenomenon so I cannot even comment on this,' avers musician-singer Gary Lawyer.
Indus Creed frontman Uday Benegal adds, "I don't understand the viral videos as there is absolutely nothing to it, but I feel people know better and as it is nothing is static in the music industry, even the current streaming trend will pass by."