Punch line: In a world where youtube can make anyone a star, what type of staying power do youtube stars hold? Despite widespread national fame, and over 300,000,000 hits on his youtube video, marketers in the US are hesitant to get on board with Korean Pop star Psy, and do it ‘Gangnam style.’
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Excerpted from Ad Age’s, “Will Brands Buy Into Gangnam Style?”
“Gangnam style” has swept the world, but marketers have been slower to embrace it..
Psy, the Korean pop star behind the over-the-top video with 283 million YouTube views (and counting), is a veteran pitchman in his native country, involved in marketing products such as Cass light beer. And since his song took off this summer, the colorful 34-year-old and the catchy beats of “Gangnam Style” have been attached to campaigns in Korea including LG’s mobile service, Samsung kimchi refrigerators and an energy tonic drink.
In the West, however, Psy’s marketing potential is less clear as it’s uncertain whether Psy is a one-hit wonder. Psy just returned home after a U.S. tour that included appearances on the MTV Video Music Awards, “Saturday Night Live,” the “Today” show and “Ellen,” where he taught his moves to Britney Spears and shared his motto of “Dress classy and dance cheesy.”
Working in his favor is his deal with Schoolboy Records, run by Justin Bieber’s manager, Scooter Braun, who helped make the Canadian teen singer a social-media sensation and pitchman.
“We have seen quite a lot of interest from big brands, largely international ones,” said Brad Haugen, CMO of Scooter Braun Projects. Mr. Haugen said the obvious categories for a Psy marketing assist are cars, packaged goods and electronics, and that the first U.S. deal is a few weeks away.
Everyone in Korea is surprised that a singer who doesn’t fit the usual mold of the coiffed, beautiful pop star is the one to become an overnight international success story. But he thinks Psy’s appeal is universal because he’s “smart, funny, talented, yet sincere.”
That said, unless he had several hits and broadened his image, it’s hard to see the average marketer going for it.
Edit by BJP
The Homa Files 
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