When it comes to celebrity-endorsed headphone brands, there aren’t many brands that have more stars on the books than Soul. The supposed brainchild of US rapper Ludacris, Soul trades off the halo effect generated by the stars it partners with to promote its headphones — if celebrity/musician/band/sportstar X chooses these headphones, you know they’re cool.
With this in mind, UnderCurrent was particularly amused to see news that Soul had signed on a new musician pop-culture oddity to create a signature range of “special edition” headphones for the brand.
PSY.
Who?
Of course, you remember the South Korean pop sensation who had quietly been working his way up the K-Pop scene for more than a decade before bizarrely making his way onto the world stage with a uniquely choreographed earworm known as Gangnam Style, the very same artist that just as quickly disappeared into obscurity when young people the world over realised their new favourite song was being played by daggy wedding bands and being danced to by even daggier morning show presenters that somehow knew all the words?
Yes, the very same.
UnderCurrent is excited to see what the new partnership brings. With Psy’s penchant for sparkling pants and outlandish blazers, these headphones are sure to look the part.
It looks like Soul is about to get its very own taste of Seoul.