Have you seen it yet? Yeah, we’re talking about “Gangnam Style.” The YouTube video has more than 230 million views. The song is utterly infectious. The crazy dance is ubiquitous. And, most interestingly, South Korean rapper PSY is bringing attention to a whole new pop-culture scene.
If you’ve never seen the smash viral hit video “Gangnam Style,” and you missed the recent TV appearances by Korean pop star PSY, let me describe it for you.
Take the silliness of Monty Python, the materialist accoutrements (and shiny suits) from P. Diddy, and the outlandish dance moves of MC Hammer, filter it through the Korean pop oeuvre, then multiply exponentially through internet memes… you know what, I can’t do it.
Just stop and watch it already.
(DISCLAIMER — it’s pretty tame overall, but still somewhat uncouth. The chorus says, “hey sexy lady!” and features shots of Korean female yoga-clad derriere. And there’s a random dude with a cowboy hat doing pelvic thrusts in an elevator. It’s a little insane.)
VIRAL SENSATION: South Korean pop star PSY has set off a worldwide craze with the music, dance, and humor of his “Gangnam Style” video, which has received more than 230 million views on YouTube. (Photo: Wikipedia)
In a recent interview on NPR’s All Things Considered, PSY explains the meaning of the song, and came off like a music veteran should – calm, self-assured, and articulate. But there’s no way he could’ve known how far it would go. More than 230 million YouTube views later, the song’s signature phrase, “Oppan Gangnam Style,” has joined the likes of “ayyy Macarena” and “u can’t touch this” as iconic lyrics to dance crazes that people find inexplicably irresistible. (Even SNL couldn’t resist.)
Naturally, it’s already attracted plenty of imitation. And since there are evangelical Christians who love to imitate (seriously, 50 Shades of Grace?), let this post be a public service announcement:
To all the church creative teams out there considering doing a parody of “Gangnam Style,” please don’t. Without a sizable Korean presence in your production, it could very easily come off as racially insensitive, corny, or just in generally poor taste (the Deadly Viper controversy comes to mind).
But that doesn’t mean that we can’t appreciate it.
So here are five lessons about creative ministry we can learn from the “Gangnam Style” phenomenon:
1. Top-shelf entertainment is inherently cross-cultural. No longer is something limited in scope to boundaries of nationality, race, or even language. As a matter of fact, the best films and literature freely borrow and interpret from a variety of styles and cultures. Music is no different. Just as Americans have embraced the Japanese word and concept of “karaoke,” so too have plenty of Koreans adopted mannerisms from American pop culture, including hip-hop. And there are plenty of really good Asian emcees, including several who are Christ followers, like Jin (formerly of Ruff Ryders), and Korean-born Brooklynite HeeSun Lee.
This truth is pretty self-evident, however many creative Christians fall on either extreme of cultural myopia (only being interested in your own culture) or cultural appropriation (taking elements of the culture in an ignorant or disrespectful manner). Believers wanting their work to engage with their broader community should take this to heart. We can’t run away from other cultures, and we can’t be irresponsible with our cultural engagement.
2. Today’s pop culture is dominated by visuals. “Gangnam Style” is a perfect example of this. Without the video, the song, catchy as it is, would not be the juggernaut that it is. This is why, as an artist or a band, you can’t just have a certain sound, you’ve also got to have a certain look to go with it. This is also one of the reasons why church creative teams are beginning to invest more time and energy into set design, because the ambiance makes a difference.
While I’m on this topic …
3. Production values matter. I can’t say this enough. Many YouTube videos by Christians have clever ideas and funny concepts, but they’re marred by poor lighting and bad editing. A large part of the reason why “Gangnam Style” is popular is because it looks fantastic. PSY and his crew went to a lot of effort with the various outfits, locales, etc.
Speaking of which …
4. Audiences appreciate commitment. What sets this video apart from the millions of others like it is that it’s really funny. Improv coaches believe one of the keys to comedy is commitment. PSY didn’t just do a few silly things and call it a day. He went all out. Rapping in a tuxedo while confetti gets in his mouth. Or in a public bath (complete with uncomfortable elderly onlooker). PSY is not necessarily the most attractive, physically fit guy out there, but he’s likable in this video because of the lengths he’s willing to go to deliver his message. And because of that, many people received it.
Which brings me to …
5. Great songs unify people. I was reminded by this awhile back when Michael Jackson passed away. One of the downsides of this era we live in, with the proliferation of DIY pop stars and a million different TV channels, is that audiences are so heavily segmented that there are very few things that a LOT of people enjoy together. Thus, viral videos like “Gangnam Style” are filling the void left by top 40 radio and TV shows like Soul Train, American Bandstand, and, if you want to back even further, The Ed Sullivan Show. “Gangnam Style” isn’t necessarily great music per se, but so much of the fun is that so many people love it. When my phone rings out “Gangnam Style” while I’m on the bus, I get knowing nods and grins. It’s like being in a secret club.
And that sense of belonging is, unfortunately, lost in some evangelical circles. There are direct economic incentives for worship leaders to write, record and sing their own music. And while there’s nothing wrong with that, I think we all need to remember the power that music has to unify. Few things are more healing than being in an unfamiliar church environment and hearing a familiar song.
So let these principles occupy your mental space as you try to deal with having “Gangnam Style” stuck in your head, and enjoy this latest viral video hit.
Just make sure, if you have kids, that you use a little discretion. You don’t want to have to explain why your 4-year-old loves saying, “heyyyyy, sexy lady.”
POP CULTURE SENSATION: Korean pop star PSY performs his hit ‘Gangnam Style’ on NBC’s ‘Today Show’ at Rockefeller Plaza in New York. The video has surpassed 200 million views on YouTube. (Photo: Nancy Kaszerman/Newscom)
Perhaps you’ve been wondering what all the fuss is about “Gangnam Style,” the latest YouTube video-gone-viral with more than 220 million views to date. If you are one of the few remaining inhabitants of the planet who haven’t seen the video, then let me bring you up to speed:
• The rap/song features South Korean pop star Park Jae-Sang, who goes by the name “Psy” (short for “Psycho”), accompanied by a cast of South Korean celebrities who most of us will not recognize, all dancing to a driving, ear-catching techno beat.
• Unless you are fluent in Korean, you can expect to understand none of the words in the video except “sexy lady” (and of course, “Gangnam style”. By the way, “Gangnam” is pronounced Gahng-nahm — not “gang” rhyming with “bang” as I continue to hear many American media types pronounce it.) You can find a translation of the full song all over the Internet; here is one example.
• “Gangnam” refers to the wealthiest, most opulent district in Seoul, South Korea; it’s an area that is only 15 square miles but holds nearly as much of the nation’s GDP as New York state (that’s state, not city) does in the U.S. You can look at this infographic for some more details.)
• No horses were harmed in the making of the video, but they do inspire the dance move that is taking the world by storm.
So is “Gangnam Style” worth watching? I have seen it a few times now, and I admit the tune is catchy and the video visually arresting (albeit occasionally bizarre; Psy breaks down the song scene-by-scene here). I’ve now also seen countless clips of Psy’s appearances on the gamut of American television shows, from Ellen to SNL to the MTV Video Music Awards, each time with Psy doing his signature horse trotting from the song, each time with an exuberant audience laughing and loving every moment.
Yet with each time I see the spectacle of Psy, I feel like my soul dies just a little bit.
Surely I must be overreacting! As Psy himself says, this is a historic moment for Koreans, who have never had the chance to see one of their own experience this level of pop-culture fame and acceptance here in the U.S. Shouldn’t I, a Korean-American, be thrilled for his success and full of ethnic pride for his popularity? Or at the very least, can’t I just enjoy the song alongside his hundreds of millions of fans and try to master his moves like Britney Spears?
The easy thing to do would be to watch the video, have a few laughs, share it like everyone else is doing, then move on with my life. What’s the harm? But I think about an exhortation that Professor Rosalie de Rosset gave to Moody Bible Institute students recently, and it stops me short:
“Having a philosophy of leisure means that, as a Christian, you have thought theologically and biblically about what you do with the time you call your own, with what you choose as entertainment, what you do when you relax or you may fall into the moral problem of drift, of a ‘group think’ mentality which merely follows a leaderless crowd, falling into triviality but even more the great emptiness that can haunt us as we drift along by chance or by circumstance.”
(From Dr. de Rosset’s chapel talk entitled “Mindful or Mindless: A Theology of Leisure and Technology,” September 12, 2012, Moody Bible Institute.)
I think that it’s the descent into “group think” that has bothered me most about the “Gangnam Style” phenomenon. Most people can only discern that Psy is singing about “sexy ladies” and managing to get a whole slew of them to dance like horses. Few have looked into the song enough to understand that it is actually poking fun at the lifestyle and excesses of über-upscale Gangnam.
I imagine my ambivalence about the video’s popularity might be akin to what I’ve heard some of my African American friends say about certain black rappers or shows on BET — that they are unintentionally propagating old stereotypes in the manner of a modern-day minstrel show. The sad irony is that the more popular “Gangnam Style” has become, the more its actual substance has gotten lost amidst the spectacle. What began as a song that contained an interesting social commentary has become a “minstrel show” for the majority masses.
Moreover, when music becomes popularized, it takes on a cultish quality: people become converted, they evangelize about the songs (made easy these days with all of our “liking” and “sharing” and “tweeting” of media), and the artist is turned into an idol. In his book Listen to This, music critic Alex Ross writes that “audiences have routinely adopted music as a sort of secular religion. … Musicians find themselves, in a strange way, both enshrined and enslaved.”
As I watch Psy move from talk show to talk show, repeating his now familiar shtick of “dress classy, dance cheesy,” as much as there is a part of me that is happy for him and his success (and I admit I feel some of that for him), there is an equal or larger part of me that feels sorry for him. He cannot go anywhere right now without doing the same show, over and over, because that is what the masses desire and require.
A MESSAGE BEHIND THE MADNESS: Those who understand Korean know that ‘Gangnam Style’ is actually poking fun at the lifestyle and excesses of an ultra-wealthy and exclusive district of Seoul, South Korea. But most viewers of the video are likely unaware of the song’s satirical intent.
The masses don’t care if the song has some deeper intent; they don’t want to know what all the foreign-sounding words even mean. They’re content with the novelty of it all (and with the horse dance). Likewise, the media doesn’t care about the opportunity the song gives to open a window — damning though it may be — into South Korean culture. They just use Psy to boost their ratings and then move on. Psy might be having the time of his life, but I wonder if there is any part of him that wishes he could just be free of all the madness.
So the popularity of “Gangnam Style” isn’t just a human-interest story of a K-pop (“Korean-pop”) star unexpectedly making it big. It also gives us clues about the world and culture in which we live. And we can either uncritically laugh alongside Psy’s legion of countless new fans, mimicking him with exuberance, or we can take a moment to ask ourselves if there is any downside to spending a few scant minutes of our lives watching the video, sharing it with our friends, and perpetuating the mass hysteria.
In that same chapel talk to the Moody students, Dr. de Rosset says, “What we do with our leisure can have more effect on us than what we do purposefully. What we do purely for pleasure may have the greatest and most insidious effect on us.” A YouTube video-gone-viral of a Korean pop star may just be a YouTube video-gone-viral of a Korean pop star. Or perhaps it is we who are infected, with an ailment that clouds our ability to even discern anymore what is worth watching and sharing, or what is not even worth watching at all.