It’s hard to imagine a Korean rapper singer becoming “the next big thing” in American pop culture. But Korean performer Psy is well on his way to achieving that feat thanks to his wacky music video, “Gangnam Style.”
Thanks to its catchy track and Psy’s nonsensical wanderings through parking lots, equestrian rings, arenas, buses, elevators and yoga classes, “Gangnam Style” has drawn more than 117 million views and counting since it went live in mid-July.
The video’s rapid-fire beat and lyrics like “Hey, sexy lady” -- which Psy belts out with a Korean accent -- have also grabbed North Americans in recent months. Both these attributes burrow into listeners’ brains and remain there long after this wild video ends.
However, this over-the-top production -- which includes cute dancing girls, horses, a smoking hot red convertible and a poser in a yellow suit who drives it – has done what many up-and-comers hope for in today’s music business.
It has grabbed the attention of Scooter Braun, the man who turned Stratford, Ont.’s Justin Bieber into a world-wide phenom.
On Monday, the music executive released a video on YouTube announcing his plans to sign the 34-year-old Korean performer to School Boy Records, Braun’s label under the umbrella of Universal Music Group.
Braun’s goal, he said, is to make Psy “the first Korean artist to break a big record in the United States.”
“We’ve been hanging out in California for four days, becoming friends,” Braun said in the video.
“We’ve come to an agreement to make some history together,” he added, as she sat with 34-year-old musician.
Braun then sealed the deal by lifting a glass of Korea’s potent rice liquor, soju, and making a toast.
“To Psy, to Korea, to breaking down barriers, to the future,” he said.
Psy, whose real name is Park Jae-Sang, made his first public appearance under Braun’s management on Thursday at the MTV Video Music Awards in Los Angeles.
According to the Korean Times, Psy is now the first K-pop artist to earn an invitation to the VMAs since Rain’s appearance in 2005.
