AV gives headphones some Gangnam Style
Firm says R&D team will work with pop star Psy to design and develop its headphone collection
The Hong Kong-listed AV Concept has appointed the South Korean pop star Psy as the exclusive global brand ambassador for its headphone brand "Soul".
AV, which sells, markets and distributes electronic products, said: "The company believes the world-sweeping popularity of Psy, his extraordinary talent and wisdom in music performance, as well as his forerunning sense of music trend, perfectly align with the style of the company's headphone brand, Soul, and other AV products.
"Soul's research and development team will co-operate with Psy to design and develop the headphone collection to shake up the global market, especially the enormous Greater China market," AV said.
AV's Soul brand was a collaboration with Grammy-winning artist Chris "Ludacris" Bridges, the company said.
In its 2012 annual report, it said: "Launching an innovative marketing campaign, the company has collaborated with musicians and athletes such as the Jamaican Olympic gold medallist Usain Bolt, Spanish international footballer Cesc Fabregas and NBA superstar Dwight Howard as the brand's ambassadors, to pave the way to new markets including the European Union, South Africa and India.
