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How Do I Create A Music Brand Using Primal Branding®? Week 1: Creation Story
In 2012, a South Korean performer named Psy posted a video titled “Gangnam Style” on YouTube. Psy’s performance, personality and K-Pop confidence propelled Psy to became the first music artist to reach one billion views on YouTube.
The world waited for more from Psy, but it never came. Instead, Psy (real name Jae-sang Park) enjoyed his fifteen seconds of fame then faded to black. You can watch Psy’s retrospective here.
True, Psy followed up with a second video but that video wasn’t as good, didn’t click. Without a more complete narrative or meaning, the first person to introduce K-Pop to the world went from rabid fandom to one hit wonder.
It could have been so different.
How? Imagine if Psy had been an Olympic athlete. We would have seen interviews with his mother, his first-grade teacher, his high school coach, his best friend. His classmates. His ex-girlfriend. In other words, we would have been given Psy’s backstory. Is he a good guy or a bad guy? Is he a serious musician…
