By Elizabeth C.
IT’S OFFICIAL: JUSTIN BIEBER’S MANAGER SCOOTER BRAUN has signed a deal to represent South Korea’s biggest export to America: the Internet sensation and American-educated musician, “Psy.” The K-pop artist, educated at Boston University and the Berklee College of Music, will make his American television debut this week on MTV’s Video Music Awards.
“We’ve been hanging out in California for four days,” Braun reveals in a clip on Psy’s official YouTube channel Monday. “And we’ve come to an agreement to make some history together. [To] be the first Korean artist to break a big record in the United States.” The video then shows the two throwing back the Korean drink soju with Braun toasting, “To Psy, to Korea, to breaking down barriers, to the future.”
Not to bust Braun’s balls or anything, but Psy, whose real name is Park Jae-Sang, has already smashed barriers with his infectious pop music video Gangnam Style. The song, released on YouTube July 15, purportedly has a “subversive” theme about the empty materialism of Seoul’ss wealthiest enclave. But you could have fooled me: the video, which has ratcheted up an astounding 100 million plus hits in six weeks, seems like a megashot of pure pop adrenaline with its throbbing rhythm and mesmerizing visuals. If this video is making fun of spoiled elites, then it’s also making every single person want in on that obnoxious party.
The irony isn’t lost on Psy, who commented while making the video, “Human society is so hollow, and even while filming I felt pathetic. Each frame by frame was hollow.
Now that Psy has formalized a deal with Braun to produce music for the American audience, he’ll have to find a way to rationalize being one of the shallow rich: big money’s coming his way.