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Have you got your Gangnam style?
Korean star PSY is the unlikely ambassador for his country with his dance style. NET PHOTO
What you need to know:
An accidental dance phenomenon, Gangnam Style has redefined how culture can be used to change perceptions of a nation.
Songs rarely match for notoriety the political intrigues, natural disasters and celebrity gossip that typically dominate the content in most news and media platforms. Gangnam Style, the lead single from South Korean pop (K-pop) artiste PSY’s album PSY 6 (Six Rules) Part 1, is one of the few exceptions.
He satirises the trendy, classy lifestyle of Seoul’s Gangnam district by claiming himself to be “Gangnam Style” when everything about the song, its animal-inspired dance moves, and the music video content is far from being high class.
Instead, it pokes fun at those kinds of people who try so hard to be something they are not. Uganda’s very long list of such people could include accent-faking DJ’s and VJ’s, wannabe socialites, and everyone living beyond their means.
Since its release on July 15, 2012, the song/dance/video has been certified by the Guinness World Records as the “most liked video in YouTube history”, and labelled “a force for world peace” by UN Secretary-General Ban Ki-Moon after he performed its deliberately cheesy moves.
Excepting Japan, where negative reception led to cancelling a Japanese version of Gangnam Style, and Germany where its video is unavailable because of issues its royalties collection agency GEMA (Gesellschaft für musikalische Aufführungs- und mechanische Vervielfältigungsrechte) has over YouTube content, the rest of the world is taking turns bashing or loving it.
Critics have dubbed it the Macarena’s mentally-deprived cousin. They defend their view as strongly as those who have anointed it mascot of “the Korean Wave”—the increasing popularity of entertainment from South Korea.
Uganda’s nearest equivalent to PSY’s notoriety is Eddy Kenzo, whose Stamina and Bolingo hits inspired namesake dance moves. But Stamina never made the global splash Gangnam Style has; topping charts in 33 countries, been parodied by the likes of incarnation wannabe Inri Christo and North Korea’s government whose version is called “I’m Yushin Style,” and been used by the UK’s Northampton General Hospital to promote hand washing as part of the 2012 Global Hand Washing Day on October 15th.
World domination
Even with its own website to help matters along, the Yogayoga song is unlikely to ever reach such a wide audience. Another is music’s ability to function as a mass-marketing tool for a nation’s culture. Choe Kwang-shik, South Korea’s Minister of Culture, Sports and Tourism posited that “Gangnam Style” had helped introduce and popularise Korean culture, language, and lifestyle worldwide.
Debatable as that is, it informs the debate regarding the definition of whether Uganda’s musical identity is best represented by traditional-cultural styles, Kadongo kamu or anything performed by a Ugandan.
Gangnam Style is evidence that well-packaged fun still makes rewarding entertainment. Though equally an uncomfortable reminder of how monster hits ironically render their makers one-hit wonders, perhaps by borrowing cues Ugandan artistes too can vie for World Song / Music Video of the Year if such an award existed.
