Hong Kong-listed AV Concept has named “Gangnam Style” star as its exclusive global brand ambassador and creative director for its headphones brand, Soul, as well as other AV products. The company told The South China Morning Post its R&D team will liaise with the South Korean star to design and develop a headphone collection for the global market.
This partnership is AV Concept and Soul’s attempt to outrun competitor Beats by Dre, which has not only enjoyed higher popularity globally, but also better partners like Lady Gaga, David Guetta and even corporate brands like HTC and Chrysler.
Since its establishment by American rapper Ludacris, Soul has joined arms with personalities worldwide such as South Korean band Big Bang, Barcelonian soccer player Cesc Fabregas, and American footballer Tim Tebow.
AV Concept cannot be reached in time for publication.