Another Psy analysis

So many articles try to explain the reasons behind the rise of Psy and the implications of his windfall success as an individual and the significance of his craft on the global scene. Even the New York Times sees something more than a person here (“The Goal in Gangnam: Go Beyond the Song,” IHT, NYT, January 2, 2013)

This brief article is just another Psy analysis, but I collected some interview backed data, enough to see a pattern emerging. There are many more than me who know how to dissect this success story, especially those from Korea and specifically those who know him and the industry. Yet, what Americans and Europeans think is a huge part of Psy’s success. Thus, I am going to try to bring you, our readers, a glimpse of the American take on Psy. This was always meant to help, not just be a form of criticism. Maybe some great things that no one can now imagine can come of this story. Maybe it is just the beginning of the Psy story in Korea history, not anything like the end, as some have tried to argue.

I was thinking to myself, that maybe even this will be seen and digested by Psy himself, after all, The Korea Times is a top newspaper with a global readership. My bet is that one of Psy’s friends sees this and passes it to him. I hope so. Some of the best things that come to us are clippings from newspapers.

In many areas of life, the whole is more than the sum of the parts. I suspect that is part of what we have here as well. You combine new music, humorous video, parody, an existing artist identity, and you have something. Throw in a cowboy dance that everyone can do and get a laugh instantly. We could go on and on. These parts make more than the single event of Psy doing his song on a stage anywhere, worldwide. They comprise a magical formula that has time and history on its side, inter-generational demographics on its side and an intrinsic music of its own that is just plain likeable.

I was able to conduct an informal survey on Psy with Americans in recent weeks with the culmination of the New Year’s Eve Event at Times Square. The sample size was 38; small, qualitative short interviews to find out how people react to Psy and why. Good news, very good news. Psy draws a positive reaction from all who are asked. Only two out of 38 had not heard of him, then they remembered with a warm glow. He is seen as pleasant and a kind person, not wild or crazy. He is liked because he is likeable. When I asked people what is likeable…. here it is the key to his success…. he is like an ordinary nice guy, no superior attitude, modest about his success and having fun. People also like to do the motions of the dance!

Now it is clear that he is one of those very lucky people who are likeable leaders, or even lovable leaders. No leader is perfect and Psy has his own mixed history as do we all, but he is, bottom-line, just a likeable soul known for his fun, his energy, his modesty, and his social ambassador-for Korea persona.

So where do we go from here? ….Does Psy star in a movie with Jackie Chan, or Jim Carrey, or Arnold Schwarzenegger and Danny DeVito? Any of these are fun to think about. Does he try to make one on his own? Everyone is waiting for the next music video to top the last one. Is the theme still Gangnam? By now Psy and his staff truly have their understanding of what themes and topics just might make a hit like the last one, yet they could be wrong. No one knows until it is out, and there will be people waiting to say that Psy was a one hit wonder.

But, wait, that is not good for anybody, especially Psy, especially, most especially Korea. Korean people need to really understand that this guy is likeable on the planet. He has magic now, but that doesn’t mean that the magic should end anytime soon. In fact, the magic, if my hunches are right, might be a surprise of historic proportions.

We are in an era when ordinary, likeable people are very important and valuable.

One part of the story regarding the change from the Soviet Union’s dark days to the sunshine of perestroika was the huge influence that the personal friendship between Ronald Reagan and Mikhail Gorbachev had. Those who were there knew it was a friendship. It played a strong card in all the rest of the game.

Korea needs likeable people for its long-term future. Would it not be amazing if Psy was just beginning his destiny, not ending it. Good luck my friend.

Dr. Mike McManus is founder and President Emeritus of the California International Business University, San Diego, Calif., and teaches as Guest Professor at Hankuk University of Foreign Studies (HUFS). He writes regularly for The Korea Times and can be reached at mcmismism@aol.com. <The Korea Times/Michael L. McManus>