2012–2013: "Gangnam Style" and international breakthrough
In July 2012, Psy released his sixth album Psy 6 (Six Rules), Part 1 and the song "Gangnam Style" appeared in broadcasting networks and newspapers outside Asia. On August 14, "Gangnam Style" ranked first on YouTube's "Most Viewed Videos" monthly chart; on August 21, 2012, "Gangnam Style" officially charted No. 1 on the iTunes Music Video Charts, overtaking Justin Bieber's "As Long as You Love Me" and Katy Perry's "Wide Awake"; this feat was the first for a South Korean artist. After the video went viral, celebrities quickly jumped on board, with Katy Perry, Britney Spears, and Tom Cruise taking to Twitter to share their delight. The Gangnam Style phenomenon has also popularized his older music videos, such as "Right Now". On September 14, 2012, he appeared on The Today Show on NBC in New York City, performing the song live and teaching dance moves to the anchors. The following day, he also made a cameo appearance on Saturday Night Live during a skit featuring "Gangnam Style". Commenting on his popularity among foreign celebrities, Psy said:
When I realized that some top stars like have imagined or tweeted about me, I thought, "That's joking. That's not gonna happen" ... I never expect things like this, not because they are top stars, but because this is the biggest market in the universe for pop music, right, so everybody's dreaming about having appearance in the U.S. so I'm still saying, "What going on here? This is beautiful."
Riding high on the success of "Gangnam Style", Psy was signed by Scooter Braun to Braun's Schoolboy Records, a label distributed by Republic Records. In early September, the Gangnam district awarded Psy with a plaque and named him an honorary ambassador. On October 24, 2012, Psy was recognized by the United Nations as an "International sensation". According to Reuters, U.N. Secretary General Ban Ki-moon scheduled a meeting with Psy in the belief that music has great power to overcome intolerance. On October 23, 2012, they met at the United Nations Headquarters where Ban expressed his desire to work with Psy. He remarked that Psy has an "unlimited global reach" and said, "I hope that we can work together using your global reach".
According to Korean newspaper The Dong-A Ilbo, Psy was appointed as a goodwill ambassador of the United Nations Children's Fund (UNICEF).
On November 7, 2012, Psy gave a talk at the Oxford Union in England to discuss the inspiration behind "Gangnam Style" and his next album. He told the audience that due to the success of "Gangnam Style" he is now living in both a dream and a nightmare, as it will be difficult for his next song to equal "Gangnam Style"'s success. He also talked about his early life and the moment he realized "Gangnam Style" became famous. According to The Independent, tickets for his speech were "in such demand they had to be assigned by ballot—a method not required when former presidential candidate John McCain spoke earlier that year, nor when Mother Teresa, the Dalai Lama nor Michael Jackson spoke".
On November 12, 2012, Psy became the second South Korean music artist to appear at the MTV Europe Music Awards where he performed "Gangnam Style" and held off competition from Rihanna, Katy Perry, and Lady Gaga to win the "Best Video" award. The event was broadcast worldwide and hosted by the German model and actress Heidi Klum, who introduced Psy to the audience as the "undisputed King of Pop". A few days later, American singer-songwriter Madonna performed a mashup of "Gangnam Style" and "Give It 2 Me" alongside Psy and her backup dancers during a concert in New York City at Madison Square Garden during The MDNA Tour. Psy later told reporters that his gig with Madonna had "topped his list of accomplishments".
On November 24, 2012, "Gangnam Style" became the most viewed video in YouTube history, surpassing the previous most-watched video, Justin Bieber's "Baby". The number of views was achieved about eleven times faster than Bieber's. Psy later won four awards at the 2012 Mnet Asian Music Awards in Hong Kong on November 30, 2012. On December 21, 2012, "Gangnam Style" reached 1 billion views on YouTube, becoming the first video to do so in the website's history. He met actor and stunt performer Jackie Chan, who called him a role model that proved that "dreams do come true". Also, he was selected as Singer of the Year in the public survey conducted by Gallup Korea that year.
In January 2013, Psy was announced as a winner of the 2013 Korea Image Awards, being awarded the Korea Image Stepping Stone Award for "his contribution to enhancing the national image". Psy made his debut on South American television by giving an interview on the Brazilian news program Fantástico. It was announced on January 27, 2013, that Psy would perform at South Korea's presidential inauguration ceremony on February 25, 2013.
Psy was invited to perform for the ruling Barisan Nasional (BN) party in George Town, Malaysia on February 11, 2013, in an attempt to reach out to young voters in the area. Media reports estimated a cost of at least US$300,000 for the performance. Opposition backers called for supporters of the Malaysian Democratic Action Party to attend wearing opposition colors. Despite the controversy and calls by Malaysian citizens to cancel the concert, Psy completed a 10-minute performance for a Chinese New Year open house at Han Chiang School in front of 100,000 people.
Following the concert, a media report revealed that Psy had received death threats prior to entering Malaysia, which delay in his onstage appearance. At a press conference, BN party chief Teng Chang Yeow said that the event "was sponsored by private sponsors who preferred to remain anonymous as they are afraid of being 'victimised' if their identities were revealed". Teng also stated that he was given the choice of a Justin Bieber visit but chose Psy as he did not know who Bieber was at the time.
