Beyond “Gangnam Style”: What Is PSY Doing Now?

Back in 2012, Park Jae-sang—better known globally as PSY—achieved something unprecedented. With his infectious horse-riding dance and high-energy electronic beats, “Gangnam Style” became the first YouTube video to hit one billion views, turning PSY into an overnight international pop culture phenomenon.

More than a decade later, casual listeners often wonder: Did he vanish, or does PSY still make music?

The short answer is a resounding yes. While he may no longer chase global English-language crossover hits on a daily basis, PSY remains a powerhouse in the South Korean music industry, balancing life as a recording artist, label executive, and legendary live performer.

1. Still Creating and Collaborating

PSY never truly stopped writing and producing music, though he releases albums on his own timeline rather than the relentless treadmill of standard pop cycles.

A prime example is his full-length studio album, PSY 9th. The lead single, “That That,” was co-written, co-produced, and featured Suga of BTS. The Western-themed, high-energy music video proved that PSY hadn’t lost his touch for massive dance crazes, racking up hundreds of millions of views and reminding global audiences of his distinct comedic charm and musical prowess. The album also featured heavyweight collaborations with artists like Crush, Heize, Tablo, and Hwasa.

2. Running a Major Entertainment Label: P Nation

In 2019, PSY transitioned from a major-label artist to a music mogul by founding his own entertainment agency and record label, P Nation.

Far from being a passive figurehead, PSY acts as an active executive director, drawing on his decades of industry experience to nurture talent. P Nation has grown into a prominent home for some of South Korea’s most celebrated soloists and alternative acts, including:

• Crush
• Heize
• Hwasa
• Swings
• TNX (the label’s first boy group)

By building a company centered on creative freedom and theatrical flair, PSY has heavily influenced the modern K-pop landscape behind the scenes.

3. The King of Live Concerts: “Summer Swag”

In South Korea, PSY is just as famous for his grueling, euphoric live shows as he is for his radio hits. His annual branded concert series, “PSY Summer Swag,” is a massive seasonal cultural event.

Known for massive crowds, dazzling pyrotechnics, and tons of water cannons soaking thousands of screaming fans in the middle of a hot Korean summer, these concerts routinely sell out in minutes. PSY performs for hours, belting out his deep catalog of hits—from “Gangnam Style” and “Gentleman” to “New Face”—proving he is still one of the most electric entertainers alive.

The Bottom Line

PSY didn’t disappear; he simply evolved. He traded the chaotic whirlwind of overnight global stardom for creative autonomy, business leadership, and enduring domestic reverence. Whether he is dropping a surprise collaboration with a younger generation superstar, mentoring rising talent at P Nation, or drenching tens of thousands of fans at a stadium tour, PSY is still very much alive and thriving in the music world.