The march toward musical empire began on Oct. 22, 2003, in a bar in Milan, Italy. Fans of Club Brugge K.V., in town for their team's group-stage UEFA Champions League clash against European giant A.C. Milan, gathered to knock back some pre-match beers. Over a stereo blared seven notes: Da...da-DA-da da DAAH DAAH, the signature riff of a minor American hit song. Kickoff was coming. The visiting Belgians moved out into the city center, still singing. They kept chanting it in the stands of the San Siro—Oh...oh-OH-oh oh OHH OHH—as Peruvian striker Andres Mendoza stunned Milan with a goal in the 33rd minute and Brugge made it hold up for a shocking 1-0 upset. Filing out of the stadium, they continued to belt it out.