Beyond the Horse Dance: What is PSY Up To Now?
It has been over a decade since Park Jae-sang—better known to the world as PSY—unleashed the horse-riding, internet-breaking phenomenon that was “Gangnam Style”. As the first YouTube video to ever hit one billion views, it turned him into an overnight global household name.
Yet, for anyone who assumes the South Korean icon faded away after his lightning-in-a-bottle moment, the reality is quite the opposite. Yes, PSY is still very much making music—and he has successfully evolved from a viral pop novelty into a music industry powerhouse.
The Executive Evolution: Founding P Nation
Rather than continuously chasing the impossible peak of replicating “Gangnam Style,” PSY took a massive leap behind the scenes. In 2019, he founded his own independent entertainment agency and record label, P Nation.
Stepping into the role of CEO and mentor, PSY poured his decades of industry experience into shaping the careers of diverse artists. P Nation became a powerhouse home for major names like Jessi, Crush, Heize, and HyunA. Instead of just performing, PSY acts as a creative catalyst, writing, producing, and guiding the next wave of Korean talent.
Psy 9th and Collaborating with BTS
PSY’s return to the recording studio proved that his signature eccentric charm and musical ear hadn’t missed a beat. In April 2022, he dropped his ninth full-length studio album, Psy 9th.
The crown jewel of the album was its lead single, “That That,” which was co-produced by and featured Suga of BTS. The track became an instant international hit, brilliantly bridging generational lines by pairing a veteran K-pop trailblazer with modern royalty. The 12-track record also featured heavy-hitting collaborations with artists like Hwasa, Crush, Tablo, Zico, and Sung Si-kyung, cementing his deep respect within the Asian music community.
The King of Live Performance: “Summer Swag”
If you want to understand PSY’s ongoing cultural footprint, look no further than his legendary live shows. In South Korea, he remains one of the country’s most electrifying concert headliners.
His annual summer tour, famously known as “Summer Swag” (Heukshow), is a massive, stadium-filling spectacle. Featuring tons of water cannons, high-energy dance numbers, and hours of non-stop hits, these concerts sell out almost instantly, proving that his crowd-pleasing showmanship is as potent as ever.
The Verdict
PSY never truly stopped making music; he simply outgrew the box the internet tried to put him in. Whether he is producing tracks for his label, dropping chart-topping collaborations with modern superstars, or drenching tens of thousands of fans at a summer festival, PSY remains an active, defining pillar of the global music landscape.
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