I don't much care for his music, although there are a couple of his songs in my library. However, I don't think that's the important thing. I think the 34M followers on Instagram is what Sony is looking for. 20M with Robert Lewandowski, if he also got one. US and Europe right there. They got popular Japanese YTers as well. I think they just want to hit the hot spots with some of the non-gaming people. Most of the gaming community probably don't follow places like DF, GameInformer, and so on. It's just marketing. Pretty clever too, IMO.