PSY’s latest song “Hangover” is what everyone is raving about in Korea and abroad. Although the fans have mixed reactions to the song and cannot say how it will fare in the American pop market, the Korean music industry has rated it as “a PSY-like result.”

It is worth noting that “Hangover” is the product of the synergy between PSY and his agency YG Entertainment. The two joined hands in 2010. Unlike other YG musicians, PSY appeared to be walking his own path with his distinct music style, but his latest song “Hangover” falls in step with the YG tone.

“Hangover” is in the same line as “Gangnam Style” and “Gentleman.” Before these global hits came along, PSY was known for conveying strong social messages or shrewd, philosophical meanings of life in his most popular songs such as “Bird,” “Champion,” and “Father.” However, with “Gangnam Style,” “Gentleman,” and “Hangover,” PSY projected his B-rated image and focused more on the melody and concept than the lyrics. These three songs are characterized by an addictive hook and a B-rated music video.

This change of style can be seen as a strategy for penetrating the overseas market by emphasizing his forte that made “Gangnam Style” a worldwide hit. There is, however, an ultimate difference between “Hangover” and “Gangnam Style”—PSY’s take on the traditional hip hop genre. “Hangover” also features American hip hop legend Snoop Dogg. It also follows the latest hip hop trend, trap beat. 

“Hangover” is a proof that YG’s musical tone has begun to manifest itself in PSY’s music. YG Entertainment is a major management agency and label represented by hip hop idol groups. G-dragon’s solo album last year and 2NE1’s new album this year are all based on hip hop sounds tuned to trap beats.

Released on YouTube on the 9th, “Hangover” music video received more than 18 million views as of June 10. MTV, New York Post, Washington Post, CNN, NBC, ABC and other foreign media have already done an extensive report of the release. News magazine “Time” praised the music video, saying that “it is absolutely worth 5 minutes of your time.”

PSY has already set a giant record with his “Gangnam Style” music video. It was released in July 2012 and surpassed 100 million views in 51 days and 1 billion views in December, rewriting the record for the most number of views received in the shortest time. It stirred the media across the globe again last month when it surpassed 2 billion views. Now, PSY is back with YG colors added to his B-rated persona and the support of the YG musicians. The world is waiting to see whether he will set another record with his latest song.