Yang Hyun Suk explained, “The music market in the United States is unbearably large and heavy so the doors didn’t easily open. Ironically, those doors opened this time when we didn’t even knock.”
Yang Hyun Suk, the head of YG Entertainment, is experiencing some difficulties these days trying to contain his emotions that become easily apparent through his facial expressions. Following after Big Bang and 2NE1, Psy, the outrageous singer in his mid-thirties, was met with instant success worldwide when he released his new song “Gangnam Style.” The music video for “Gangnam Style” has been viewed over 50 million times on YouTube and officially became recognized as a global star.
“I believe that people need to be ahead of the trend, not just with music but also with creativity. The important aspect of the music industry is not about the borders that mark the territory of each country but the cultural limitations. In Psy’s case, social networking sites like YouTube, Twitter and Facebook, are playing a crucial role in his global success.”
Back in 2008, YG Entertainment created their official YouTube channel and quickly adjusted to the changes in the international music industry. In addition, YG created a blog as well as broadcast videos like an internet TV site. At first, people responded with negative comments like, “Who would watch something like that.” However, Yang Hyun Suk was one of the very few who paid close attention to the new form of communication that had the potential to reach anybody worldwide.
“The entertainment companies that have been around for some time were only focusing on TV broadcasts. These days, internet is what makes the world go round. Through this global craze with Psy, I was reminded about the power of the internet once again. This experience shows that any artist could reach out to the world with their music if it is truly great.”
YG Entertainment has been limiting their TV appearances to focus on creating high quality music and performances. YG’s strategy seems to be working seeing Big Bang and 2NE1 topping all music charts whenever they release an album even without doing any TV promotions. Every single time, their music videos easily surpass 10 million views on YouTube. Social networking sites are one of the main reasons these artists have been able to reach global success that is incomparable to any other K-Pop artist.
Yang Hyun Suk added, “Psy also limited his TV appearances. After his album was released, he made a total of four TV appearances. Regardless, Psy became the center of attention in the United States as well as other countries, not to mention the 50 million views his music video received on YouTube. I think the timing of Psy’s explosive success was very significant since countless respected K-Pop artists have been tirelessly building up the K-Pop image globally.”
He continued, “Psy’s success is not only because he is funny.” Psy’s musical talents and his passion and hard work mixed with YG’s emphasis on the importance of highlighting the unique character of each artist seem to have led to his success. Yang Hyun Suk stated, “This is only the beginning.” It turns out that Psy’s ability to reach the music industry in the United States has a deeper meaning.
“YG Entertainment has prior experience working in the American music industry back in 2007 when Seven made his debut. However, in all honesty the path was already paved by JYP Entertainment’s Wonder Girls and various other artists from SM Entertainment, which is one of the reasons how this all became possible. People say that there is a ‘K-Pop Wave’ going around globally but honestly there aren’t that many foreigners who know specific K-Pop artist or group. If a K-Pop artist could become a world star, even if it’s not Psy, it would be a lot of help to the next Korean artist.”
Psy’s current popularity level is unimaginable. Psy’s “Gangnam Style” has reached the United States, England and France. Psy’s horse riding dnace is becoming a global wave just like the song “Macarena” back in 1996.
Justin Bieber’s entertainment agency has reached out to Psy for a collaboration project. Currently, there is a huge possibility of the worldwide release of a collaboration album by Psy and Justin Bieber. There is a possibility that Psy will reach a new level of success that SM or JYP artists has never gained before.
Google’s video service as well as YouTube, Twitter and other social networking services played a crucial role in Psy’s success. Also, the powerful influence of YG Entertainment and Yang Hyun Suk cannot be ignored. The incredible success Psy is currently experiencing is the result of his talents mixed with the help from YG Entertainment. People are also mentioning that Psy would not have been able to become successful as he is not without all the help from YG Entertainment. Yang Hyun Suk is currently in the middle of a pleasant dream.
“Isn’t it incredible how powerful and influential one song that is barely 3 minutes bring?”