Talent manager Scooter Braun, who discovered the likes of pop megastars Justin Bieber and Carly Rae Jepsen, told the BBC that it was Psy who opened his eyes to South Korea's hottest commodity and its line-up of talented idol stars ripe for export.
When he first saw Psy's Gangnam Style video "something in my gut went off" says Braun, who immediately signed the singer to his US-based label, School Boy Records.