Beyond “Gangnam Style”: What is PSY Up To Today?

It was the summer of 2012 when the world collectively threw on sunglasses, crossed their arms, and began galloping in unison. “Gangnam Style” by South Korean artist PSY wasn’t just a hit song; it was a seismic cultural event. It shattered YouTube metrics, broke language barriers, and effectively introduced mainstream global audiences to the phenomenon of K-pop.

Yet, for many listeners outside of Asia, PSY eventually faded into a classic piece of internet nostalgia. This naturally begs the question: Does PSY still make music?

The short answer is a resounding yes. While he may no longer chase viral Western crossover sensations, PSY never stopped writing, producing, or performing. In fact, he has evolved into a powerhouse music executive, a legendary concert producer, and an enduring fixture of the South Korean music industry.

The Studio Still Beckons: PSY 9th and Beyond

To assume PSY vanished after his early-2010s peak is to miss a rich catalog of subsequent releases. He has continuously recorded on his own terms, dropping studio albums that punctuate his career milestones.

A primary example is his ninth full-length studio album, appropriately titled Psy 9th. The album proved that he hasn’t lost his ear for massive hooks or his knack for high-profile collaborations. Its lead single, “That That”, was co-produced by and featured Suga of BTS. Merging PSY’s signature theatrical showmanship with Suga’s sharp production sensibilities, the track became an international hit.

Psy 9th also featured heavy-hitting collaborations with major K-pop and R&B acts like Hwasa, Crush, Tablo, and Sung Si-kyung. Rather than acting as a relic of the past, PSY remains an active, well-connected elder statesman in modern Korean music production.

The King of the Live Stage: “Summer Swag”

If you want to understand PSY’s true cultural footprint today, looking strictly at international streaming charts doesn’t tell the whole story. In South Korea, PSY is viewed less as a novelty act and more as a national treasure—specifically, an unrivaled live performer.

His annual summer concert series, formally known as PSY’s Splash Show or “Summer Swag” (Heumbeok Show), is a monumental domestic event. Characterized by massive stadium venues, heavy-duty water cannons soaking tens of thousands of fans, and hours-long, high-octane setlists, these tours routinely sell out instantly. Far from slowing down with age, PSY’s reputation as a relentless, crowd-pleasing entertainer has only cemented further.

Powerhouse Executive: Building P NATION

A massive chunk of PSY’s creative energy in recent years has shifted toward shaping the future generation of artists. In 2019, he founded his own entertainment agency, P NATION.

Stepping away from the ultra-rigid, hyper-corporate structure typical of traditional early-generation K-pop agencies, PSY designed P NATION as a haven for artists with distinct personalities and raw individual artistry. Under his leadership, the label has housed and nurtured heavyweights like Jessi, Crush, Heize, HyunA, and boy bands like The New Six (TNX). By guiding these acts, PSY stays deeply embedded in the mechanics of modern hit-making, pulling the strings behind the scenes.

A Permanent Fixture

To the Western mainstream, PSY might forever be tied to an infectious viral dance from over a decade ago. But within South Korea and the broader Asian music landscape, he is respected as a visionary who cracked open global doors for the K-pop wave that followed him.

Whether he’s dropping high-concept albums with modern superstars, drenching stadiums in water during his legendary summer runs, or signing the next wave of hip-hop talent, PSY is still very much making music—and having the time of his life doing it.