In the West, however, Psy's marketing potential is less clear as
it's uncertain whether Psy is a one-hit wonder.
"It's hard to go from a novelty hit to being a mainstream
success, said Mark Russell, author of "Pop Goes Korea: Behind the
Revolution in Movies, Music and Internet Culture." Such a marketing
relationship might make sense, he said, "for some product that 's
going for a lighthearted brand image and a parody theme campaign"
or a brand with a humor-driven message, such as Unilever's Axe.
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. Marketers are impressed that Psy's music, without being
culturally specific, is "musically relevant. His whole vision is to
be a global artist."
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. He said Psy will be back in the U.S.
in a couple weeks for more promotion and performances.

"We absolutely don't think he's a one-hit wonder," he said.
"He's a star."
Beyond ads, Psy has snagged a deal to collaborate on a
collection with New York fashion brand Jill Stuart, but it will
only be available in Asia, according to blog Fashionista.
SURPRISE TO KOREANS
S.J. Kimm, regional president of Cheil Worldwide Southeast Asia
and the Seoul-based agency network's K-Pop expert, told Ad Age via
email that 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," Mr. Russell
said.
In Malaysia, fans aren't waiting for marketers to get onboard.
An online photo shows a bag of "McShaker Fries," supposedly from
McDonald's, with instructions to shake the bag "Gangnam Style."
McDonald's,
however, wasn't behind the meme. "Our original McShaker Fries bag
has not made any reference to the "Gangnam Style' and McDonald's is
not in any way associated with this creative interpretation," a
McDonald's Malaysia spokeswoman said.
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Contributing: Laurel Wentz