Honestly, most people outside of Seoul still think of Park Jae-sang as a one-hit wonder. You know the name. You definitely know the horse dance. But if you think south korean rapper psy is just the "Gangnam Style" guy who faded into a trivia question, you’ve basically missed the most interesting part of his career.
It’s 2026. The neon lights of the Gangnam District are as bright as ever, and Psy is still a king here, but not for the reasons you’d expect. He isn't chasing another billion-view viral fluke. He’s building an empire.
The "Psycho" Who Broke the Internet
Before the blue tuxedo and the elevator dance, Psy was a bit of a rebel. A "psycho," as his stage name suggests. He didn't fit the K-pop idol mold. He wasn't a "flower boy" with perfect skin and synchronized backflips. He was a guy who liked to party, had a bit of a belly, and wrote lyrics that actually got him banned.
His 2001 debut, Psy from the Psycho World!, was a slap in the face to the polished Korean music industry. He was raw. He was funny. He was, frankly, a bit of a mess. He even got arrested for marijuana possession in 2001, which in the strict South Korean social climate of the time, should have been a career-ender.
But Psy has this weird, cockroach-like ability to survive everything. He served his mandatory military service—twice. Yeah, twice. The first time didn't "count" because he was accused of neglecting his duties to perform. Most celebrities would have crumbled. Psy just came back and made more music.
📖 Related: Who Does Elle End Up With: What Most Fans Get Wrong About the Final Scene
What Really Happened With Gangnam Style
When "Gangnam Style" dropped in July 2012, it wasn't supposed to be a global revolution. It was a parody. It was Psy making fun of the "new money" try-hards in the Gangnam neighborhood of Seoul.
Then YouTube happened.
Within months, he was the first person to hit a billion views. He signed with Scooter Braun. He was suddenly the most famous person on the planet. But here's the thing: that kind of fame is a cage. Psy spent years trying to replicate that high. He did "Gentleman." He did "Daddy." They were big, sure, but they weren't that.
By the time 2018 rolled around, he realized the "world star" life was exhausting. He left YG Entertainment—the massive label that housed him during his peak—and decided to do his own thing.
P Nation: The CEO Era
This is where the story gets good. Psy founded P Nation in 2019.
He didn't just start a label; he started a sanctuary for "misfits." He signed Jessi, Hyuna, and Dawn—artists who had been kicked out of or felt restricted by the "traditional" K-pop system. He told them to be themselves. He brought in heavy hitters like Heize and Crush.
By 2022, he proved he still had the magic touch, but on his own terms. He collaborated with BTS’s Suga for "That That." It was a massive hit, but it felt different. It felt like a torch-passing. Suga actually credited Psy for "paving the way" for K-pop in the West, and he wasn't lying. Without the horse dance, there might not be a "Butter" or a "Dynamite" on the global charts.
The Summer Swag Phenomenon
If you want to see the real south korean rapper psy today, you have to go to a "Summer Swag" concert.
It’s a literal splash zone. These are stadium tours where the audience is blasted with thousands of gallons of water while Psy performs for four hours straight. It’s high-energy, it’s loud, and it’s become a rite of passage for college students and office workers alike in Korea.
In 2025 and 2026, these shows have only gotten bigger. He’s been bringing out guests like Rosé from BLACKPINK and G-Dragon. Even though he’s nearing 50, the guy has more stamina than most 20-year-old idols. It’s not about being a global meme anymore. It’s about being the ultimate entertainer for his home crowd.
Why We Should Stop Calling Him a One-Hit Wonder
The Western lens is narrow. We see a guy who had a big song in 2012 and think he disappeared. In reality, Psy is one of the most successful music executives in Asia.
- He redefined YouTube: He literally broke the counter, forcing Google to upgrade their view-counting system to a 64-bit integer because he exceeded $2,147,483,647$ views.
- He changed the "Idol" image: He proved you don't have to look like a model to be a superstar.
- He’s a mentor: He’s currently grooming the next generation of talent, like his first girl group Baby DONT Cry, which debuted in 2025.
Psy isn't trying to be the most famous person in the world anymore. He's happy being the loudest person in the room. He’s wealthy, he’s influential, and he’s still making music that makes people want to act a little "psycho."
How to Follow the Modern Psy Era
If you're looking to dive deeper into what he's doing now, stop watching the "Gangnam Style" video for the 500th time.
Check out the PSY 9th album. Listen to "Celeb" or "Happier." Watch the P Nation auditions and see how he picks talent. He values "vibe" over "visuals," which is a refreshing change in an industry obsessed with perfection.
The best way to experience his impact is to look at the artists he’s influenced. When you see a K-pop group topping the Billboard 100, remember the guy in the tuxedo who kicked the door down so they could walk through it.
Keep an eye on the P Nation social channels for the 2026 Summer Swag schedule. If you ever find yourself in Seoul during July, buy a ticket, wear clothes you don't mind getting soaked, and prepare to see a 48-year-old man run a marathon on stage. It’s the most authentic version of Psy you’ll ever get.
To stay updated on his latest business moves and artist debuts, follow the official P Nation artist releases. The label's strategy has shifted toward "Baby Rock" and genre-blending, moving away from the standard EDM-pop sound that dominated the 2010s. Watching how he navigates the industry as a CEO provides a much clearer picture of his legacy than any viral video ever could.