With higher YouTube views and ITunes sales, PSY is still on top.
In reaction to widespread international media attention regarding Girl's Generation's win of the first YouTube Music Video Award, YG Entertainment began to spread an article from Billboard which supported the fact that PSY was not a loser in the competition. Statistically, PSY has performed better on YouTube as well as on iTunes charts with the release of both "Gangnam Style" and "Gentleman." As publications from Time to US Weekly attempt to explain to readers how a girl group from Korea beat Justin Bieber and Lady Gaga, it appears as though YG Entertainment is pondering how PSY was defeated.
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Despite what is approaching 600 million views on YouTube, Gentleman has failed to have the success that Gangnam Style garnered through international radio play. As a male solo artist in his mid-thirties, PSY not only has to compete with abundance of youth oriented acts like EXO, who have swept the Korean pop market, but with acts like Girls' Generation who receive strong support from the uncle fan market. While PSY may have more universal appeal due to his humorous style, Girls' Generation has captured the hearts of both the youth and older male fans.
The importance of YouTube as a medium of the K-Pop industry is also a key component of YG Entertainment's reaction to the win by Girl's Generation. With major labels releasing videos with subtitles immediately after they are shown or often simultaneously as they are shown in Korea, international fans have turned to YouTube as their primary source for K-Pop music. YouTube has also been responsible for the career launch of humorous K-Pop commentators such Eat Your Kimchi, whose input helps to fuel the marrket.
With EXO nominated for an award in the upcoming MTV EMA Awards, as well as the Melon Awards, and MAMA, SM Entertainment stands to sweep the ceremonies. However, YG Entertainment will be pitting one of their strongest acts, G-Dragon, against EXO in numerous categories with the Melon Awards and MAMA Awards. The fact that YG Entertainment chose to respond to Girl's Generation win in this manner is curious and telling of what will most certainly be an entertaining award season.
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