Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Tuesday, 18 December 2012

Norn Irn Gangnam Style

As the most-viewed music video in history despite its comparatively recent vintage, there have been many, many Gangnam tributes/satires. Like Rebecca Black's horrific audio assault Friday before it (given its own sideways IGS tribute of course), many of the views, each notching up micro-payments through YouTube's ad-funded partnership programme, were from people wanting to mock and vent their spleen.
So, when I heard my old school had done a Gangnam vid ... I was underwhelmed. The vid's success, at least outwith its home market, is based on crude racial stereotyping; it receives oppositional readings as Stuart Hall would say.
Then I actually looked at it - and its a great example of the continuing power of a pop culture media format to convey a strong message. This message (PR for Antrim Grammar School with a nice touch of self-mockery from some of my old teachers) at the time of writing is approaching 200,000 views and seems to be adding 1,000s more a day. If ever there was a great example of how Media Studies skills can have commercial application, this is it.
If you've any thoughts, feel free to comment on this post (or on AGS' YT channel).

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