The Girl’s Generation are a group of nine Korean idols who are currently shaking the pop industry through their album. The most reverberating and entertaining hit is the song “I Got a Boy.” It shall be the subject of this paper. Indeed, one may rightly posit that the popularity of the song is only second to “Gangnam Style” which is not surprisingly also Korean in origin. It is the paper’s contention that the multi genre approach and the inclusion of fashion in the presentation is responsible for its international acclaim and perhaps specifically in America. The release of the song was received positively in both the domestic and international market. A respected American author described the song as something as strange and structurally progressive and went further to rank the song among the league of Bohemian Rhapsody, Skrillex’s and Ellie Goulding’s works. Perhaps to attest to the international popularity, consider the YouTube views it received within the first three days after its release. It had garnered ten million views in the first three days and had twenty nine million views by the following Monday. This popularity places it second among the top in the pop industry only beaten by “Gangnam Style” which has benefited most from You Tube viewership. In explaining the wide international acclaim, pundits and entertainment analysts have given diverse reasons. They range from the multi genre approach, the fashion inclusivity, technological application and cultural dimensions in it.
Indeed, it would be difficult explaining why despite the song being Korean, and tentatively without any translation, it received tremendous reception in the international arena and specifically the American market. Analysts have said that the American market has always wanted the girls and the nature of reception given to the “The Boys” promotion could be used as an example. However, others also opine that the Korean song was inclusive, having been scripted not only by Korean producers, but by a group that included British and Norwegian producers. One needs to appreciate that the main score that places the song at the top is its multi genre approach. The song derives from across genres including hip hop, modern and classic R & Bs, and the 1980’s new waves yet still retaining its electronic dance music. While other songs chose the traditional approach of employing one genre all the way through, the Generation Girl’s choice to employ a multiple genre impresses the audience and especially the ravenous American innovation appetite. Indeed, with globalisation and increased interactions, music does not have to restrict to traditional styles. A multi genre approach that employs the diverse genres available across the domain should be welcomed and embraced. The song does precisely that. It assumes the risky but rewarding path of trying out the unknown. This blended combination appeals to its audience and introduces a new confection of pop that has previously not been witnessed. This quenches the thirst of an adventurous audience who want to enjoy the modern outcomes and authenticities in music.
Overall, the technological utility also suffices to spice the presentation in a way that impresses on the audience. In fact, that perhaps could explain why Rolling Stone described the song as a sharply plotted and blindly razzle-dazzle. America is known for its diversity and appreciation of innovation. The application of sound and melodies back up the presentation in a way that marvellously reveals the wealth in music. This mix of several yet complementary sounds and melodies has earned the song the classification of a forward thinking music.
It is seen as the future of pop and should be embraced across cultures. The song succeeds in redefining the identity of the current crop of musicians. They do not limit themselves to their cultural applications. Rather they mix up the cultures from different places to come up with a product that satisfies the entire world audience. It incorporates a number of cultures from across the global divine. This gives it a sense of authenticity and uniqueness that makes it popular. It effectively plays the functional roles of pop music as to entertainment, identity, societal cohesiveness, among others.
The international popularity thus could be explained in the approach the production assumes. It clearly breaks away from the tradition. In fact, it dispenses with the typical K-pop. It employs a dissonance of sound that comes out as messy yet entertaining. This has always been the function of pop music. It is popular not because of its originality or authenticity, but because it serves the entertaining value. The “Gangnam Style” success also utilized this approach. The song embraces a holistic approach that serves to address all the audience needs even with the diversity across the world. This is where the song makes the best score and this could be responsible for the international acclaim. In addition, the nine idols conspire to make the best of the presentation. As an observer put it, America just wanted the girls. They have a positive image and the song utilizes this synergy to its advantage effectively. In addition, they employ fashion in a way that appeals to the audience. As an observer noted the video is a fashion whirlwind and a total treasurer strove of outfit. Nothing could be further from the truth. Though produced in the Korean language and by Korean artistes, the song goes further to incorporate international fashion in a way that does not exclude foreign viewers. In fact, the outfit is more foreign that it is Korean. The application places it above board from other domestic productions and hence can explain the international popularity. The song, therefore, retains its electronic dance music but subtly and intricately mixes the multiple genres such as hip hop making it appeal to band hard-core fans in the same breadth.
Finally, the song can be looked at from the perspective of the functions of pop music. Does it effectively play the role of pop music? The answer is in the affirmative. It satisfies the fundamental roles of pop as to identity, entertainment, shaping memory and possession. The Girl’s Generation effectively entertain the entire world with the application of aesthetical values, technological utilities and fashion in a way that appears as a combined confectionary of genres. This approach makes the song stand out from the rest. It gives it a subtle international identity that would resonates well with any viewer in the world. This perhaps explains why it is not limited to Korea but has crossed far into America and other continents and continues to receive international acclaim. At the end, it should be appreciated that the beauty of music lies not in the lyrics and choruses alone, it lies in the embellishments that accompany that presentation. The Generation Girls must have appreciated that fact and employed it to the letter. Eventually, credit must be given to the production team who have pulled a long straw that would be difficult to outperform.
Works Cited
Frith, Simon. Taking Popular Music Seriously: Selected Essays. New York: Ashgate Publishing, 2007.
Rothman, Lilly. "Can the New Single from K-pop Star Girls Generation Challenge "Gangnam Style"?" Time Entertainment (2013).
