I’m going to go out on a limb and say that unless you’ve been living under a rock, you probably know about PSY’s “Gangnam Style”. I’m also going to take a wild guess and assume that, by reading this on Soshified, you’re probably a Girls’ Generation fan. Within the past year, SONEs celebrated the girls’ debut in the United States and swelled with pride after their appearances on “Late Show with David Letterman” and “Live! With Kelly”, but the progress into the Western market has not advanced since those landmark events nearly eight months ago.
At the time, we viewed Girls’ Generation’s appearances on American television as a huge step forward in K-Pop’s seemingly inevitable advancement into Western markets. They remain historic, but they seem like tiny droplets in an ocean compared to the tidal wave of explosive popularity that PSY has experienced with “Gangnam Style”. At this rate, one would think that the sky is falling for Girls’ Generation’s chances of long-term success in the West, right? Despite the fact that PSY’s music doesn’t exactly fall into the traditional K-Pop musical mold of catchy repetitive hooks and stunning good looks, he managed to captivate America and the entire world in a matter of weeks. The recent “New Yorker” article featuring Girls’ Generation even suggested that PSY “may have subverted K-pop’s chances of making it big in the West.”
With all of these things in mind, I still think that Girls’ Generation’s chances of success in the Western market are as good as they have ever been and that they could even be better after the unexpected popularity of “Gangnam Style”. I’ve heard most of the opinions arguing that “Gangnam Style” is bad for K-Pop’s popularity in the West, and I know that many people are uneasy about its success. I’ve heard the concerns about Westerners only caring about the silly dance or that the stereotypical portrayal of Asians is bad for K-Pop. The counter-argument I have in mind for those concerns is that I see the “Gangnam Style” phenomenon as an opportunity to insert Korea and its culture into the general consciousness of the Western population.
For a large number of people in the West, Korea is still somewhat of a mystery. The history of the Korean War and the division of the North and the South are well-known, and the popularity of Korean electronics and cars has been on the rise. Despite that, Korean culture and entertainment are, to a significant degree, an unknown entity to the rest of the world. Most Westerners don’t even know that something such as K-Pop or Girls’ Generation exists. We take it for granted because, as SONEs and K-Pop fans, we are exposed to Korean culture and entertainment on a regular basis, so we are aware of what Korea has to offer. Now, the general population in the West also knows about a small piece of Korea’s rich culture, but there is so much room for expansion.
PSY has made it a point to let people know that he is from Korea, even going so far as to say “대한민국만세” (loosely translated as “Korea rules”) live on the “Today” show. K-Pop fans may think that the image of Korea and K-Pop being portrayed by “Gangnam Style” is misguided, but among Western audiences that image is overwhelmingly positive at the moment. PSY is a well-educated and independent-minded artist whom I believe can be a good ambassador for Korea and its culture. It’s easier for him to connect to American audiences because he attended an American university for four years, he can speak relatively fluent English, and he has an easygoing personality. These types of useful traits also apply to Girls’ Generation’s English-speaking members. If PSY is able to help build the image of Korea in a positive manner within the minds of people in the West, I only see it as a beneficial situation for Girls’ Generation. They will be able to make similar connections with English-speaking audiences because of Jessica, Tiffany, and the other members who have surely been practicing their English skills.
Think of the cultural-awakening experiences that many of us have had as Girls’ Generation fans. Many of us started out by watching a few Girls’ Generation music videos and/or SoShi Subs videos, and then from there, everything began to snowball. Soon enough, we fell in love with everything Korean. We ended up wanting to try more Korean food. We started to learn more about Korean culture. Some of us even started on the difficult path of trying to learn the Korean language. Many of us developed a beautiful image of Korea, Korean products, and Korean culture in our minds because of Girls’ Generation. Some of us even took an adventurous leap by travelling around the world to visit Korea. I think the potential is there for this same effect to take place in the West, but in reverse: as Korea’s reputation grows and becomes increasingly positive and popular, the effect of Girls’ Generation proudly proclaiming “We are from Korea” will begin to carry more weight and draw more attention. If Girls’ Generation’s oft-rumored English album eventually gets made and released and it turns out to be a rousing success, that will only reinforce the notion that Korea’s culture and entertainment deserve the attention and praise that we’ve been giving it for years.
I’m not without my concerns in all of this. I hope that Girls’ Generation doesn’t Americanize their own style to fit the Western audience, and I want them to be able to say, “Yes, we are a Korean pop girl group, and this is our distinctive style.” With new Japanese and Korean singles and albums around the corner, it’s unclear when the next step in their attempt to conquer the United States will occur. I, for one, hope that whenever Girls’ Generation takes that next step, they will benefit from the brighter spotlight on Korean culture and entertainment that I think PSY can create, and I’m confident that the girls themselves will also contribute to and benefit from Korea’s cultural expansion.
Disclaimer: Views expressed are solely those of the author and are not representative of the Soshified community as a whole.
Written by: cucumberoni@soshified
Edited by: residentbenchwarmer@soshified, taengsoshi@soshified, bhost909@soshified, Akino_Makoto@soshified, MoonSoshi9@soshified
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I’m a relatively new SONE, but I love them just as much as a SONE who knew them since they’re debut. I learned about girl’s generation through my friend (do yes some westerners do know them), and I learned about them through PSY’s Gangam style. I agree with this article and think PSY is a good ambassador. I think SNSD will be a good girl’s group to represent Korea. I just hope they don’t change their music to please westerners. They’re perfect just the way they are!!
So keep fighting Girl’s Generation!!!
ive always been into western songs only till earlier ths february, but only liked sunny then, cz i heard her sing on IY1, then i heard taeyeons voice, n then found out they were from a 9girl band called girls generation, n the 1st song i heard from them, n started to love, as gee, everything bout it stands out, nothing bout it seems familiar to an american band song, atleast not the ones i know of, the synchronised dancing, the catchy tune..somehow, because of this, is what makes kpop stand out, any of you realise, groups of singers dont exactly go far in the american industry? most always go solo, and what i like bout snsd is that, its only always them in the videos, no backup dancers whatever, so the focus is them! wouldnt that be enough to make them stand out as a kpop group, instead of trying to blend in the american industry? psy’s song, was tht, it had nomenglish wrds whtsoever in it, just pure fun catchy dancing, yet its a such a sensation,its utterly annoying lol.
i do hope that if they do breakminto the industry, they do it as how a kpop band would, not typical american bands..just my personal opinion.ive been in love with snsd ever since i found out bout them,everything bout them stands out,because thy have been how thy are all these while.
“…Despite the fact that PSY’s music doesn’t exactly fall into the traditional K-Pop musical mold of catchy repetitive hooks and stunning good looks, he managed to captivate America and the entire world in a matter of weeks…”
*not spam, this quote didn’t show up in my previous comments T.T*
This quote related to my previous comment (not spam) :)
—> Gud point indeed. While the Asian taste mostly into flower boys and girlish idols, Western taste is totally the opposite. They like strong/wild/manly images. So, after the PSY phenomenon, I think Asian entertainment agencies will create a brand new idol generation in order to adapt with the W-choices. I’m a hardcore Sone but I think it’s still far on the way to success for our girls to conquer the America market. More members speak in Eng instead of just JeTi (SooHyun’ skills are no joke) and the rest is up to their agency strategy. Once the language barrier is broken. Nothing else could stop them from gaining success globally :)
Hi first of all I’m a new fan of the girls and new here so hi
I hope they don’t make it big in the west and here is my reason …
What style are they in the western music market ?? ( hip hop/R&B , stage/ musical , pop , rock ). They don’t stick to one type of style the way they are now . so will they be force to change to make the casual western music fans happy ( just pop music lets say ) … and what will happen to Seohyun , Sunny and Sooyoung who are more like a musical/stage type of style more then a western pop style … will they get a reduced role in the group or push out completely
that is what worries me about them heading west … i love SNSD the way they are
great article *thumbs up*
but we as fans, no need to worry much bout their style or concept for their next album
let SM staffs struggling with that..haha
because we eventually, gonna support them, no matter we like it or not
well, the one who suffers most is the girls, as they the one that need to prove that concept is a success
I love this article. I agree with you on nearly everything.
However I don’t fear them changing their ‘style’ to fit a bit more to the American market. if they’re true goal is to make it big, they’ll change things up just a little, much like they have done with their first Japanese full album. You have to admit the overall style of that album is way different from what they usually bring to the Korean music industry. I think the same thing will happen then they release a full album in the US. Granted, there might be a few English covers of their Korean or even Japanese original songs, but for any new songs they create–it’ll more then likely have a distinctly different feel. It’s how it goes when you are out there seeking popularity and money making. But who knows, maybe the girls will stick to a sound we SONE are familiar with, but with how much we all know SM loves that money, lol, we’ll be something new from Girls’ Generation.
‘sspite everything that is been said and the popularity of PSY the “west” is somehow just listen what is popular, number of viuws of the video does not dictate who the audience is going to like more,there are many reports about korean k-pop in the U.S and is good to know that in all of them Girls Generation is always included in fact they just mention two artist or groups and GG is always one of them.to me the popularity of the PSY song remind me of the song macarena.eventualy the “west” is going to forget and it will be put in their famous one hit wonder list.a’m confident that GG will stay on the k-pop path and even after the girls follow their own way they will be always remember as the group that give the world k-pop music.
The only times I liked Gangam Style is when SNSD danced to it ^.^
Soshi and SONES the best all the way!!! Go Go Go GG!!!
Forever 9!!!
God bless SNSD <3
SNSD is always the best !
hardcore fan of soshi hihihi ^^
i really like this article because it isn’t so ignorant as what most people say about psy’s success. i definitely think snsd can profit from his success in western countries. but as you said, i HOPE they won’t americanize their style! that would just be…the worst thing i can think of. but i think they will a little bit…like they do in japan. their japanese songs are slightly like jpop so i think they’ll do the same in america….i just wish it won’t be too much ^^;;
something also tells me it would be better if snsd wouldn’t become popular in america…the labels there are far more worse than in korea and all the “artists” there are zombies. there’s a reason why they say they sold their soul to the devil, the devil is the music industry. so keeping that in mind, i kind of don’t want the girls to become popular in western countries..especially america.
but we’ll see how it all turns out. i know their success will become bigger in western countries but how big? the more popular songs are over there, the worse they are. and that’s what makes me so worried…
As I read.. I think about what SM will give them, or what song will they give when they set their eyes on the US market.. personally.. in my opinion, if the people, from around the world, loved Soshi as they are, music, personality, looks, then I don’t see any good outcome if the company plans to change again their musicality..
The Boys album was a gamble, or should i say, it was a diversion, from the usual hook songs, but it turned out to be okay.. and eventually swept the charts.. but I hope they won’t be complacent with these results.. anything can happen..
If SM have thought about westernizing their styles and songs, i have no choice but to support them.. after all, I love them as nine, and I will do everything to support them. :)
“If SM have thought about westernizing their styles and songs, i have no choice but to support them.. after all, I love them as nine, and I will do everything to support them. :)”
this line i love the best. loyalty til the end. ♥♥♥
This is article is pretty close to my own thoughts on the matter. Like it, love it or hate it, PSY’s song has pretty gone out and said to the world, this is K-pop and we exist. It’s very similar to how most people get into korean music in first place. Hear a random song, find out about the singer and bam, there’s the K-pop world all ready for you to explore.
Publicity is still publicity right?
Kudos on posting this insightfully written article, my friend :).
Yes, Psy has paved the way into the West with his viral online hit and I do believe that way into the Western music market just got a little easier for the Girls’ and all other K-Pop groups that follow them there.
Soshi Rules :D !
Cheers !
Kenneth.
we are all here because of one common factor and that is to support the girls on all of their endeavors.. i just hope that the US media will treat them well :)
Totally agreed! :D
Well written article! I think that Girls’ Generation definitely has the capability and capacity to make it in the US market.
l agree that they should not change their unique music style such that it blends in too well with mainstream American music, yet in my opinion they shouldn’t adopt use a cute image again. I think the best concept for them to make a bigger impact is neither a cute, girly style; nor serious and sexy; but IMO ppl would like a fun, interesting concept? :) well that’s a challenge…
Anyway ABC’s news did a great job introducing the girls and I hope many people saw the news!
Fighting!! ^^
Well written article! I think that Girls’ Generation definitely has the capability and capacity to make it in the US market but they should take baby steps (haha, the song).
l agree that they should not change their unique music style such that it blends in too well with mainstream American music, yet in my opinion they shouldn’t adopt use a cute image again. I think the best concept for them to make a bigger impact is neither a cute, girly style; nor serious and sexy; but IMO ppl would like a fun, interesting concept? :) well that’s a challenge…
Anyway ABC’s news did a great job introducing the girls and I hope many people saw the news!
Fighting!! ^^
nicely written article :)
personally i do agree PSY has made the path easier for kpop groups to enter the western market, but to be honest i feel the hype is already dying down gradually (although it’s still on the hype here in New Zealand and even Australia (where PSY recently visited))
i think it takes much more to make a group successful in a western country…firstly the people need to have that “interest” to first understand in order to accept a culture, in return it would allow the style of music in another language to be more accepting and enjoyed..
ever since i moved to New Zealand i had a few korean friends in high school and uni, but we never do things together except for going to classes together, so i lack that understanding why they were doing this and that and why they always seem reserved and serious…when my other asian friends were into the “Gee” dance (at that time) i didn’t understand what was the hype about except that these girls were pretty..
then gradually i was introduced to korean variety shows by friends but the ultimate turning point was early this year when i started watching Running Man and watched the episode with SNSD in it…i remembered it was because of their fun personalities that i started taking notice of them as they reminded me a lot of my friends’ personalities in school back in Malaysia, and because of that i watched other funny variety shows with them in it, and from those shows i got to know other kpop groups as well and learnt to appreciate their style of music including raps and r&b in korean more..
now i find myself listening more korean songs compared to english or chinese songs even when i don’t even understand the language, but i just enjoyed listening to the melody and such because some songs really speak to the heart when sung in korean..
i wouldn’t say that i totally fancy Gangnam Style (the numerous parodies just puts me off further) but PSY is a good singer and has good songs too which not many people are aware of..
so yeah..i just feel that although PSY has opened the way for kpop in western countries, there’s much more to it than making english songs to be successful…some songs are better sung in the language they were originally created for as it will be much better expressed, and that’s what make a song unique and does not lose its meaning :)
Cool
Psy is simply proof that they do not need to focus on doing English translations to succeed! Heck, if even the Japanese audience loves “oppa oppa” and doing Korean fanchants, what is the point of doing watered down versions? SM needs to understand that the most valuable asset is the huge amount of classic SNSD content on Youtube! People who watch those old clips are GUARANTEED to become raving fans (maybe I’m just basing it off my experience).
Soon, there is going to be an even greater oppty for SNSD exposure because of an upcoming Tom Hanks / Halle Berry movie “Cloud Atlas” that stars a Korean actress playing a major character named “Yoona”.
People will come across SNSD Yoona as a result, and fall in love with these girls if SM plays it right and understands that people in the age of Youtube do not need or want an Americanized version of SNSD — it defeats the entire purpose and appeal!
Thanks for the insight :)
It’s always great to see new fans of Kpop surrounding my everyday life and I really enjoy sharing it with my newbie friends, however, I can understand the appeal of Kpop to them. It’s the “Korean-ness” that they didn’t even know about, the unique style and insights to modern Korean culture. I mean that’s what I enjoy seeing. So whether it would successfully apply to getting new fans in the West with English songs, I’m not very confident.
Also these girls don’t really fit the stereotypical “silly asian guy” that the West is a little more accepting of regarding the media. It’s quite saddening and “Gangnam Style” kinds of feeds that image.
I thought it was very fun to see Psy explode into the minds of Westerners with “Gangnam Style” (I mean, even my elderly relatives have heard of Psy now, and not from me). And he is a very good ambassador for Korean culture to the US, being both fluent and articulate in English as well as obviously a very intelligent person. But I don’t see him as likely to become anything more than a “one hit wonder” in the West – that’s nothing against him, just a result of his name and image being associated with a “comic” song. I actually think that SNSD has a better shot at establishing long-term success in the West, with their more serious (while still upbeat and positive) style. I am mainly hopeful that Psy’s success will open at least a few more Western ears to groups like SNSD, via prominent mentions like in the recent Nightline story about Psy and SM Ent. I suspect if SNSD is able to eventually conquer the Western market, it will be through gradually increasing their visibility via things like that, rather than all at once with a viral music video like Psy has had.
Americanizing their songs shouldn’t be perceived something so negative, but if you’re talking about mainstream pop then maybe :S no…. Keeping the original korean style would mean literally translating lyrics written in korean and with the korean culture context, that would just sound weird and silly in English. Even the english version for the boys was such a disappointment I seriously don’t want an entire album that’s like that. Take Kesha’s version of Run Devil Run, if soshi did something like that I would have no problem with it and I’m sure RDR’s style is tons more american that korean. And as for Psy, who knows, but from what I can see, (in the high school I got to) to my friends it’s just another viral video/thing on the internet, like trololo, or nyan cat or friday. It sure has not made any connection to kpop.