Can Psy replicate 'Gangnam' success?
Psy performs during his concert “Happening” in Seoul, Saturday. Korean pop star Psy unveiled the hip-swinging dance and music video for his new song, aimed at replicating the global success of “Gangnam Style” and its famous horse-riding dance. / AFP-Yonhap
By Kim Young-jin
Psy appears to have another hit with “Gentleman,” which entered singles charts over the weekend and was the centerpiece of his large show in western Seoul, Saturday.
But while the song’s release drew heavy international attention, many wonder whether it will make enough of an impact for the rapper to maintain his popularity following “Gangnam Style,” his worldwide smash last year.
The single, which spoofs a man who is anything but gentlemanly, entered the top 10 iTunes Single Chart in Asian, European and South American countries, according to YG Entertainment. It swept the domestic charts shortly after its release and racked up more than 10 million views on YouTube as of Sunday.
For international media outlets, the song release provided a respite from the deluge of coverage about the latest North Korea crisis. Psy acknowledged the tensions, saying he hoped North Koreans, who live under one of the world most repressive regimes, would be able to enjoy his music.
It appears, however, the song needs more momentum to emerge from the shadow of “Gangnam,” which is the most viewed video ever on YouTube.
“‘Gentleman’ is unquestionably ― and somewhat defensively ― a sequel: The song sounds exceedingly similar to Psy’s original breakout, constructed around a comparably catchy electronic zipper-hook and shouted chorus,” Jeff Yang wrote on the Wall Street Journal’s Speakeasy blog.
The video contains many elements similar to those of “Gangnam,” including the singer’s self-depreciating style. It follows Psy, who plays the role of an immature prankster looking to score on a night out in wealth-laden scenes, and features local celebrities including comedians Yoo Jae-suk and Noh Hong-Chul.
Emily Yoshida of popular sports-culture site Grantland said the song could defy “knee-jerk” predictions that it would fall short of “Gangnam Style’s” cultural impact.
"Gentleman" taps into the same fancy-but-trashy vibe as Psy's breakout song without the geographical specificity, which still feels novel compared to every other current mainstream hit other than Psy's breakout song,” she wrote.
Psy revealed the accompanying dance moves at his show at World Cup Stadium in Sangam, attended by 45,000 fans and watched by more than 130,000 as it streamed live on YouTube and other internet outlets, according to YG.
The dance’s “hip-swaying” move failed to surprise those familiar with K-pop because of its similarity to that featured in the Brown Eyed Girl’s 2009 single “Abracadabra.” Observers speculated the dance was included because Ga-in, a member of the girl group, is featured in the new video as Psy’s foil, and later, partner in debauchery.
Other stars came out in support of Psy during the show, including guest performances by G-Dragon and 2NE1. Celebrities including Lee Byung-hun and Choi Ji-woo attended, as did as Psy's U.S. agent Scooter Braun.
The song, notably, contains more lyrics in English than “Gangnam,” in what observers say is an attempt to court an international following.