Cultural Nuance and Global Branding in the Wake of Gangnam Style The Case of Psy’s Scrapped Single Assarabia
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Following the unprecedented global success of "Gangnam Style" in 2012, South Korean artist Park Jae-sang, known professionally as Psy, faced the daunting task of producing a follow-up single that could sustain the international momentum of the…
Psy Navigates Cultural Sensitivity and Linguistic Nuances in the Wake of Global Stardom Following the Gangnam Style Phenomenon
Following the unprecedented global success of "Gangnam Style" in 2012, South Korean artist Psy and his management agency, YG Entertainment, faced the formidable challenge of producing a follow-up single that could sustain international momentum…