Remove the sunglasses, peel back the over-the-top suit, and disregard the image of him in his underwear on a toilet: PSY, the mastermind behind the painfully catchy “Gangnam Style,” and that crazy horse dance, is a media-grabbing genius.
Groups as varied as college marching bands to Mitt Romney impersonators have imitated the video. He’s spawned a whole new era of “Gangnam Style” gifs. He’s galloped (literally) with Ellen DeGeneres and Britney Spears, and even managed to score a slot at the MTV Video Music Awards.
The guy is an influencer. His music video—which is now the most viewed video on YouTube—can teach PR pros a thing or two about communicating with the media.
Beneath the surface of the seemingly mindless song is smart social commentary about an affluent Seoul neighborhood with which many locals have a love-hate relationship.