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.

Have you tried new the Independent Digital Edition apps?
Arts and Entertainment

ebooksNow available in paperback
Arts and Entertainment

ebooks
Arts and Entertainment

film
Arts and Entertainment
Chvrches lead singer Lauren Mayberry in the band's new video 'Leave a Trace'

music
Arts and Entertainment

music
Arts and Entertainment
Home on the raunch: George Bisset (Aneurin Barnard), Lady Seymour Worsley (Natalie Dormer) and Richard Worsley (Shaun Evans)

TV review
Arts and Entertainment

TV
Arts and Entertainment
Strictly Come Dancing was watched by 6.9m viewers

Strictly
Arts and Entertainment
NWA biopic Straight Outta Compton

film
Arts and Entertainment
Natalie Dormer as Margaery Tyrell and Lena Headey as Cersei Lannister in Game of Thrones

Game of Thrones
Arts and Entertainment
New book 'The Rabbit Who Wants To Fall Asleep' by Carl-Johan Forssen Ehrlin

books
Arts and Entertainment
Calvi is not afraid of exploring the deep stuff: loneliness, anxiety, identity, reinvention
music
Arts and Entertainment
Edinburgh solo performers Neil James and Jessica Sherr
comedy
Arts and Entertainment
If a deal to buy tBeats, founded by hip-hop star Dr Dre (pictured) and music producer Jimmy Iovine went through, it would be Apple’s biggest ever acquisition

album review
Arts and Entertainment
Paloma Faith is joining The Voice as a new coach

TV
Arts and Entertainment
Dowton Abbey has been pulling in 'telly tourists', who are visiting Highclere House in Berkshire

TV
Arts and Entertainment

TV
Arts and Entertainment
Patriot games: Vic Reeves featured in ‘Very British Problems’
TV review
Arts and Entertainment
film review
Arts and Entertainment
Summer nights: ‘Wet Hot American Summer: First Day of Camp’
TVBut what do we Brits really know about them?
Arts and Entertainment
Dr Michael Mosley is a game presenter

TV review
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES

ES Rentals

    Independent Dating
    and  

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

    A nap a day could save your life - and here's why

    A nap a day could save your life

    A midday nap is 'associated with reduced blood pressure'
    If men are so obsessed by sex, why do they clam up when confronted with the grisly realities?

    If men are so obsessed by sex...

    ...why do they clam up when confronted with the grisly realities?
    The comedy titans of Avalon on their attempt to save BBC3

    Jon Thoday and Richard Allen-Turner

    The comedy titans of Avalon on their attempt to save BBC3
    The bathing machine is back... but with a difference

    Rolling in the deep

    The bathing machine is back but with a difference
    Part-privatised tests, new age limits, driverless cars: Tories plot motoring revolution

    Conservatives plot a motoring revolution

    Draft report reveals biggest reform to regulations since driving test introduced in 1935
    The Silk Roads that trace civilisation: Long before the West rose to power, Asian pathways were connecting peoples and places

    The Silk Roads that trace civilisation

    Long before the West rose to power, Asian pathways were connecting peoples and places
    House of Lords: Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled

    The honours that shame Britain

    Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled
    When it comes to street harassment, we need to talk about race

    'When it comes to street harassment, we need to talk about race'

    Why are black men living the stereotypes and why are we letting them get away with it?
    International Tap Festival: Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic

    International Tap Festival comes to the UK

    Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic
    War with Isis: Is Turkey's buffer zone in Syria a matter of self-defence – or just anti-Kurd?

    Turkey's buffer zone in Syria: self-defence – or just anti-Kurd?

    Ankara accused of exacerbating racial division by allowing Turkmen minority to cross the border
    Doris Lessing: Acclaimed novelist was kept under MI5 observation for 18 years, newly released papers show

    'A subversive brothel keeper and Communist'

    Acclaimed novelist Doris Lessing was kept under MI5 observation for 18 years, newly released papers show
    Big Blue Live: BBC's Springwatch offshoot swaps back gardens for California's Monterey Bay

    BBC heads to the Californian coast

    The Big Blue Live crew is preparing for the first of three episodes on Sunday night, filming from boats, planes and an aquarium studio
    Austin Bidwell: The Victorian fraudster who shook the Bank of England with the most daring forgery the world had known

    Victorian fraudster who shook the Bank of England

    Conman Austin Bidwell. was a heartless cad who carried out the most daring forgery the world had known
    Car hacking scandal: Security designed to stop thieves hot-wiring almost every modern motor has been cracked

    Car hacking scandal

    Security designed to stop thieves hot-wiring almost every modern motor has been cracked
    10 best placemats

    Take your seat: 10 best placemats

    Protect your table and dine in style with a bold new accessory