Gangnam Style isn't a one-off - Major music industry report says future pop sensations will be YouTube-driven globalised acts from Asia and South America - News - Music - The Independent

Gangnam Style isn't a one-off - Major music industry report says future pop sensations will be YouTube-driven globalised acts from Asia and South America

view gallery VIEW GALLERY

 

The Korean phenomenon which had the world dancing Gangnam Style might once have been dismissed as a novelty hit.

But a permanent shift in investment means that the British charts will increasingly be filled with foreign language hits from Asia and South America, record executives have claimed.

A viral sensation, which notched up more than 700 million YouTube views, Gangnam Style gave Seoul rapper Psy the first ever UK number one by a Korean artist.

The South Korean government has announced that Psy’s hit had brought in $13.4 million to the country’s audio sector and promised a drive to export further examples of the country’s burgeoning “K-Pop” industry.

Girl group 2NE1 and boyband Super Junior will be unleashed upon British music fans whilst Psy said he would record a follow-up song in English.

However record companies are also investing in pop acts from Japan, China and South America after identifying these territories as the most likely source of the next Lady Gaga, as piracy continues to decimate record sales in music’s traditional strongholds.

Instead of auditioning for The X Factor, British teenagers who want to be global stars will have to move to Seoul and compete for places in K-Pop bands, which are created by management companies who impose a stringent singing and dancing training regime on young performers. 

According to Investing in Music, a report published by music industry trade body IFPI, record companies still invested $4.5 billion (£2.8 billion) in discovering new artists last year, despite declining revenues caused by falling album sales and online piracy.

In the UK, home-grown artists accounted for just 53 per cent of an albums market, which itself shrunk by 5.6 per cent. In South Korea however, the recorded music market grew by 6 per cent, becoming the world’s 11th largest market, up from number 33, with local acts squeezing Western stars out of the country’s charts.

Executives said investment in new stars would switch from the US and European countries, where the industry currently makes 80 per cent of its revenues, into new markets such as Korea, China, India, Brazil and Russia.

Max Hole, Chief Operating Officer of Universal Music Group, said: “I don’t think Psy will be a one-off. The production values and the creativity coming out of Korea are remarkable.

“There’s a group called Girls’ Generation who are huge in Japan and Korea and they are doing an English-language record for Interscope (Lady GaGa’s label). It won’t be long before you see a Chinese or Japanese act doing well.”

Mr Hole added: “The focus of the recorded music industry for the last 40 years has been on the ten main music markets – US, the UK, Germany, France etc. The next 30 years the focus is going to move to the emerging markets and that’s very exciting for us.”

The global web demand for Gangnam Style short-circuited the traditional reluctance of radio stations to play a foreign-language hit. Future music stars will not be obliged to sing in English.

“The explosion of mobile devices and smart phones means for the first time we can communicate with millions of consumers in parts of the world where we’ve never been able to go before,” said Mr Hole. “The investment will be in all genres and languages, from local music in China to Portugal and Colombia.  We’re seeing small revenues for the first time from Vietnam, Cambodia, Africa and Peru.”

The South Korean explosion began in 2007 after the government introduced comprehensive measures to tackle digital piracy, encouraging record companies to invest in the country’s colourful K-Pop acts.

K-Pop bands are now expanding to include non-Korean members, such as Miss-A, a girl group which includes two Chinese members. But K-Pop’s success has sparked a pop “trade war” with Japan, which fears that Korea will undermine the dominance of its own J-Pop genre.

Psy is a product of YG Entertainment, one of three large Korean talent agencies responsible for putting together K-Pop acts and marketing them via fashion endorsements and television appearances.

Brazil is tipped to become the next musical powerhouse. Michel Teló scored a number one across Europe with “Ai Se Eu Te Pego!”, a song used to accompany football goal celebrations, which Simon Cowell’s Syco company has bought the rights to.

Arts and Entertainment
Robin Thicke's video for 'Blurred Lines' has been criticised for condoning rape

Robin Thicke admits he didn't write 'Blurred Lines'

music
Arts and Entertainment
While many films were released, few managed to match the success of James Bond blockbuster 'Skyfall'

film
Arts and Entertainment
Matt Damon as Jason Bourne in The Bourne Ultimatum (2007)

film
Arts and Entertainment
Sheridan Smith as Cilla Black

Review: Cilla, ITV TV
Arts and Entertainment

TV
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Arts and Entertainment
Keira Knightley and Benedict Cumberbatch star in the Alan Turing biopic The Imitation Game

film
Arts and Entertainment
Kanye West is on his 'Yeezus' tour at the moment

Music
Arts and Entertainment
Rob James-Collier, who plays under-butler Thomas Barrow, admitted to suffering sleepless nights over the Series 5 script

TV
Arts and Entertainment
Bradley Cooper and Jennifer Lawrence star in new film 'Serena'

film
Arts and Entertainment
Some might argue that a fleeting moment in the actor’s scintillating, silver-tongued company is worth every penny.

TV
Arts and Entertainment
Colin Firth stars as master magician Stanley Crawford in Woody Allen's 'Magic in the Moonlight'

film
Arts and Entertainment
U2 have released Songs of Innocence in partnership with Apple

musicBand have offered new record for free on iTunes
Arts and Entertainment
Brad Pitt stars in David Ayer's World War II drama Fury

film
Arts and Entertainment
Top hat: Pharrell Williams

music
Arts and Entertainment
Jonah Hill and Channing Tatum star as undercover cops in 22 Jump Street

film
Arts and Entertainment
David Bowie is back with fresh music after last year's hit album The Next Day

music
Arts and Entertainment
Keith Richards is publishing 'Gus and Me: The Story of My Granddad and My First Guitar', a children's book about his introduction to music

music
Arts and Entertainment
Calvin Harris has generated £4m in royalties from the music platform

music
Arts and Entertainment
Jenna Coleman stars as the Time Lord's companion Clara in Doctor Who

TV
Arts and Entertainment
Time and time again: the popular daytime quiz has been a fixture on Channel 4 since 1982

TV
Arts and Entertainment

To mark Tolstoy's 186th birthday

books
Arts and Entertainment
Rachel McAdams is reportedly competing with Mad Men's Elisabeth Moss for a major role in True Detective

TV
Arts and Entertainment
Sam Smith returned to the top spot with his album 'In The Lonely Hour'

music
Arts and Entertainment
Steve Backshall is set to dance with Ola Jordan on Strictly Come Dancing. 'I have a friend who's a dancer and she said to me 'You want Ola because she's a fantastic dancer and she can make anyone look good' meaning 'even you'!' he said.

TV
Arts and Entertainment
Sting and Paul Simon on stage together at Carnegie Hall in New York

music
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    Mystery of the Ground Zero wedding photo

    A shot in the dark

    Mystery of the wedding photo from Ground Zero
    His life, the universe and everything

    His life, the universe and everything

    New biography sheds light on comic genius of Douglas Adams
    Save us from small screen superheroes

    Save us from small screen superheroes

    Shows like Agents of S.H.I.E.L.D are little more than marketing tools
    Reach for the skies

    Reach for the skies

    From pools to football pitches, rooftop living is looking up
    These are the 12 best hotel spas in the UK

    12 best hotel spas in the UK

    Some hotels go all out on facilities; others stand out for the sheer quality of treatments
    These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

    Widespread fear of Isis is producing strange bedfellows

    Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
    Topshop goes part Athena poster, part last spring Prada

    Topshop goes part Athena poster, part last spring Prada

    Shoppers don't come to Topshop for the unique
    How to make a Lego masterpiece

    How to make a Lego masterpiece

    Toy breaks out of the nursery and heads for the gallery
    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
    Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

    Ian Paisley’s decision to make peace with his IRA enemies

    His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
    'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

    'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

    Exclusive extract from Janis Winehouse's poignant new memoir
    Is this the role to win Cumberbatch an Oscar?

    Is this the role to win Cumberbatch an Oscar?

    The Imitation Game, film review
    England and Roy Hodgson take a joint step towards redemption in Basel

    England and Hodgson take a joint step towards redemption

    Welbeck double puts England on the road to Euro 2016
    Relatives fight over Vivian Maier’s rare photos

    Relatives fight over Vivian Maier’s rare photos

    Pictures removed from public view as courts decide ownership
    ‘Fashion has to be fun. It’s a big business, not a cure for cancer’

    ‘Fashion has to be fun. It’s a big business, not a cure for cancer’

    Donatella Versace at New York Fashion Week