When South Korean rapper Psy released Gangnam Style a decade ago, few anticipated the scale and speed of its success and how it would help usher in the streaming revolution.
Its madcap music video with the now-trademark horse-riding dance was released on 15 July 2012. It focused on the local, poking fun at Seoul's wealthy Gangnam district - but within weeks, it went global.
By December that year, it had reached one billion views on YouTube. It birthed countless memes and parodies, with the giddy-up dance performed by flash mobs from Azerbaijan to New Zealand.
And Gangnam Style showed the music industry what could be achieved through internet platforms and social media, especially by artists outside the West who did not perform in English.
Psy "broke the rules of the game. The traditional marketing and promotional playbooks were essentially thrown out the window," said Bernie Cho, president of the Seoul-based DFSB Kollective artist and label services agency and an expert on the South Korean music industry.
It showed "the importance, the impact, the influence of YouTube on pop music and pop culture worldwide".
Click 'read more' to see what Psy had to say about it all.
