Can Snoop Dogg Help Psy Make Another Gangnam-Style Success?
South Korean dance pop phenomenon Psy is looking to recreate the success of his first hit, “Gangnam Style,” with a new collaboration with Snoop Dogg called “Hangover” from his upcoming album.
Psy became an international phenomenon with the release of 2011′s Bird and the single “Gangnam Style,” which gained popularity due to a music video featuring bizarre dance moves and a funny look at Korean culture. That video currently holds the record for being the most-watched clip on YouTube, having reached a milestone 2 billion views on May 31.
The five-minute video for “Hangover” features Psy puking a lot while Snoop Dogg figuratively holds his hair back; the pair then go out and drink some more. As is characteristic of Psy’s previous work, there are lots of funny dance moves and hot Korean girls. Snoop Dogg traveled to South Korea to shoot the clip, which the pair debuted on Jimmy Kimmel Live on Sunday night. “Hangover” managed to get more 2 million views on YouTube in less than eight hours.
The addition of Snoop Dogg reflects a hip-hop influence that will be found on Psy’s upcoming album, according to the singer. In an interview obtained by TMZ at LAX, Psy said that the new song will have more of a hip-hop flavor than his previous material and that he raps “with Snoop’s help.” When asked what working with Snoop Dogg was like, Psy revealed that not too much partying actually went on despite the rapper’s reputation and the events depicted in the video. “It was a really tight schedule of shooting because we had the shooting in Korea, Snoop had to move on, but it was really great and we’ve got to party later on,” Psy said.
According to Wall Street Journal South Korea correspondent Jeyup S. Kwaak, the initial reaction to the video in South Korea has been “negative or mixed at best.” Many felt that the song featured Snoop Dogg more heavily than Psy and were confused by its predominantly English lyrics, as previously, Psy has for the most part chosen to write lyrics in Korean. Kwaak also reported that in the past, Psy has chosen to collaborate with fellow K-pop stars rather than American artists. Korean audiences are expressing that they would’ve preferred to see another Korean singer rather than Snoop Dogg.
Psy is trying to reach a broader, English-speaking audience by writing in English and collaborating with an American rap star. “Gangnam Style” was a hit in the U.S., but if Psy wants to build a career here it makes sense for him to record more in English. “Hangover” and its humorous music video is perfectly tailored to appeal to partying American college students, but the move could backfire if it causes Psy to lose his core Korean fan base in the quest to gain more fans in the English-speaking world.
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