K-pop and the Psy factor
Where the K-pop phenomenon leads other South Korean boy and girl bands can follow. Justin McCurry looks at the groups most likely to succeed
His quirky dance steps and unforgettable sing-along chorus have given us the smash pop hit of the year. Last week Psy, the podgy antihero behind the Gangnam Style single phenomenon, made history by becoming the first Korean to reach No. 1 on the British charts, after rising to the top of the iTunes download charts in the US.
Other South Korean artists may have mixed feelings about the astounding success of Gangnam Style. Riding the crest of the hallyu (Korean wave) that has already swept across much of east Asia, the highly stylised, impeccably sculptured boy and girl bands have made the leap to the US and Europe the hard way. Then along comes a chubby 34-year-old armed with a catchy tune, an endearing if hopelessly daft dance, and becomes an overnight viral sensation.
In the space of a few weeks, Psy has made Gangnam Stylists out of everyone, from Britney Spears to the US navy.
His lyrics - surely unintelligible to most of the people behind the 354 million views his YouTube video has attracted - have been pored over for what they say about the shallowness of modern South Korean society. A Guardian columnist wondered if Psy, rather than breaking the K-pop mould, had reinforced stereotypes of socially challenged, middle-aged east Asian men.
Other K-pop artists might feel aggrieved at his rapid, effortless rise, with appearances on the American TV chat show circuit, and myriad copycat routines. But they also have reason to be grateful to Psy, aka Park Jae-sang: he has shoved open the door for other Korean pop artists hoping to turn regional stardom into international success. Who, then, should we be looking out for to take up Psy's mantle?