Psy 9th
PSY 9th (Korean: 싸다9; RR: Ssada9) is the ninth studio album by South Korean singer, rapper, and record producer Psy. Released on April 29, 2022, through his label P Nation in collaboration with School Boy Records and Republic Records, it marks his first full-length release in five years following 4X20 (2017).[1] The album comprises ten tracks showcasing a mix of upbeat dance-pop, hip-hop, and R&B influences, with Psy handling production alongside various collaborators. The lead single, "That That" (produced and featuring Suga of BTS), serves as the title track and highlights the album's energetic vibe through its retro-inspired choreography and viral music video. Other notable songs include "Celeb," a funky disco track; "GANJI" (featuring Jessi), blending trap elements; and "Now" (featuring Hwasa of Mamamoo), which incorporates smooth synth-pop. The full tracklist is as follows:[2]- "9Intro"
- "That That" (prod. & feat. Suga of BTS)
- "Celeb"
- "You Move Me" (감동이야; feat. Sung Si Kyung)
- "Sleepless" (밤이 깊었네; feat. Heize)
- "GANJI" (feat. Jessi)
- "Now" (feat. Hwasa)
- "I Don't Love You" (feat. BIBI)
- "TOO MUCH" (feat. M.O.M)
- "Sleepy" (feat. RYUN J)[2]
Background and development
Conception
Psy's ninth studio album, Psy 9th, was initially conceived in 2018 as a return to music following the release of his eighth album, 4X2=8, in 2017, aligning with the establishment of his independent label P Nation on October 29, 2018. The project represented Psy's shift toward self-management after departing YG Entertainment, with early planning centered on leveraging the new label to produce fresh material that built on his established comedic and energetic style. In May 2019, P Nation officially announced the album's development, targeting a summer release in July to premiere new tracks at Psy's annual Swag concert series, allowing fans to contribute ideas via social media for a more interactive creative process.[5] This timeline reflected Psy's intent to re-engage his audience through live performances, a core element of his career since Gangnam Style. However, the project faced significant delays, extending the gap to five years, primarily due to the COVID-19 pandemic's impact on concerts and industry activities starting in 2020, as well as Psy's prioritization of P Nation's expansion, including signing high-profile artists like Jessi in January 2019 and HyunA and Dawn later that year. By December 30, 2021, P Nation confirmed the album's release for the following year, noting multiple postponements amid these challenges. Psy later described the extended preparation as an opportunity to infuse the work with deep personal passion, stating it was crafted "with great care" after reflecting on his career trajectory.[6] A key aspect of the conception involved refocusing on the Korean domestic market; at the album's press listening session on April 29, 2022, Psy explained that the overwhelming global expectations from Gangnam Style had led him to create content more aligned with local tastes, declaring, "I’m going to do my things in my place again" to avoid what he termed the "last stage of the American Disease."[7]Collaborations
The ninth studio album by South Korean singer Psy, Psy 9th, features a series of collaborations that highlight a fusion of hip-hop, R&B, trot-pop, and dance-pop elements, drawing from both established and emerging artists under his label P Nation as well as external talents.[2] A prominent collaboration is with BTS member Suga on the lead single "That That," where Suga serves as both co-producer and performer, infusing the track with a high-energy hip-hop vibe that blends Psy's signature style with contemporary K-pop production.[8] This partnership stemmed from mutual admiration, initiated when Suga approached Psy in fall 2021 to collaborate, ultimately inspiring Psy to complete the full album after a five-year hiatus.[9] Other notable features include Sung Si-kyung on "You Move Me," which merges trot traditions with pop sensibilities to evoke emotional depth; Heize on "Sleepless," adding smooth R&B introspection; Jessi on "GANJI," delivering bold rap verses that amplify the song's swaggering energy; Hwasa of Mamamoo on "Now," contributing to a vibrant dance-pop anthem; BIBI on "I Don't Love You," bringing playful R&B flair; M.O.M on "TOO MUCH," adding dynamic energy; and RYUN J on "Sleepy," providing a mellow close.[2] These tracks were developed between 2018 and 2022, reflecting Psy's deliberate effort to bridge generational gaps and genre boundaries by pairing veteran artists like Sung Si-kyung with younger P Nation affiliates and K-pop stars.[8][9] Psy has expressed that these collaborations were central to the album's concept, aiming to create a dynamic mosaic of Korean music's evolving landscape through cross-generational and multi-genre interactions.[8]Production
Recording
The recording of Psy 9th primarily occurred at P Nation's studios in Seoul's Gangnam district, where Psy served as the lead producer overseeing the sessions. Several tracks, including "Happier" featuring Crush, originated from earlier sessions dating back years prior to the album's completion, spanning a development period that aligned with Psy's transition to founding and leading P Nation in 2018.[8] Additional production support came from collaborators like Suga of BTS, who co-produced and provided beats for the title track "That That," blending electronic elements with Psy's signature style during targeted studio work at P Nation. Other sessions utilized various Seoul-based facilities, such as INGRID Studio, Vibe Studio, and Studio Wonderlust, for specific recordings, with engineers including Lee Ki-ho and Jung Eun-kyung handling capture and digital editing. Live instrumentation was incorporated across tracks, featuring contributions from musicians on keyboards, guitars, bass, and strings to enhance the album's diverse soundscapes.[10][8] Mixing for the album was conducted by a team of engineers, including Tony Maserati, Chris Lord-Alge, and Gu Jong-pil, while final mastering was performed by Chris Gehringer at Sterling Sound in early 2022 to prepare for the April release.[10]Songwriting
Psy composed the majority of tracks for Psy 9th either solo or in collaboration with co-writers, often drawing from his personal experiences in the years following the global phenomenon of "Gangnam Style." These reflections encompassed the highs of fame and success alongside everyday struggles as he balanced his role as an artist with running his label, P Nation. In a 2022 interview, Psy expressed feeling "very free and easy" at this stage of his career, no longer burdened by the expectations set by his 2012 hit, which he now regards as his "biggest trophy."[11] The songwriting process for the album unfolded over approximately five years, from 2018 to 2022, during Psy's hiatus from releasing full-length projects after 4X2=8 in 2017. He described it as meticulous and iterative, frequently discarding or revising songs—"I kill many songs"—while testing drafts on his cellphone and large speakers for refinement. To ensure cultural relevance and broad appeal, Psy sought feedback from a diverse group of 40 to 50 people, including P Nation artists, employees, parents, and close friends, adjusting tracks based on their input if consensus indicated a need for change.[11][8] A notable example is the lead single "That That," which Psy initially conceived as a simple hook during an early morning writing session marked by personal apprehension: "I wrote this song one early morning with such fear." The track evolved significantly through co-writing and production with BTS member Suga, whose input turned the sessions into a collaborative highlight that Psy likened to working with a "childhood friend," infusing energy and making the process "that much more fun." This partnership not only shaped the song's structure but proved transformative, inspiring Psy to create an additional five to six new tracks for the album.[12][8] Throughout Psy 9th, Psy's signature style of humor and satire remains prominent, often satirizing celebrity culture and modern life while incorporating emotional introspection, as seen in the album's closer "Dear Me," a letter to his future self addressing self-doubt and growth. His approach blends these elements with influences from his hip-hop origins and evolving Korean pop trends, where featured artists like Suga contributed lyrical and structural refinements during joint sessions.[11][13][14]Music and lyrics
Composition
Psy 9th comprises 12 tracks with a total runtime of 41 minutes and 14 seconds, resulting in an average song length of approximately 3.4 minutes. The album blends K-pop with elements of hip-hop, R&B, dance-pop, and electronic music, showcasing Psy's signature energetic and playful approach while incorporating diverse sonic palettes across the record.[15][16] Instrumentation emphasizes heavy synthesizers, pulsating bass drops, and prominent live vocals, creating a dynamic sound that transitions from high-energy builds to more intimate moments.[17] The lead single "That That," produced and featuring SUGA of BTS, exemplifies the album's upbeat hip-hop foundation with trap-influenced beats and anthemic riffs designed for crowd engagement.[18] In contrast, "Celeb" adopts a quirky retro disco-pop vibe, highlighted by a distinctive saxophone riff and groovy, nostalgic flow that evokes 1980s influences.[19] "Sleepless," featuring Heize, shifts to a mid-tempo R&B style with subdued, ethereal production that prioritizes smooth vocal layering over sparse instrumentation.[19] Further diversity appears in "GANJI," a collaboration with Jessi that delivers aggressive rap verses over hard-hitting hip-hop beats, emphasizing swag and rhythmic intensity.[20] "Now," featuring Hwasa of MAMAMOO, draws on EDM-influenced dance elements with retro synths and harmonized hooks, reimagining an 1980s track into a vibrant, groove-oriented piece. The record bookends these varied styles with "9INTRO," an orchestral-tinged opener that builds hype through swelling strings and beats, leading into the eclectic core before concluding with the closing ballad "Dear Me," an EDM-pop track that winds down with uplifting yet reflective synth washes.[17][19] This compositional structure reflects Psy's evolution from his earlier viral hits toward a more eclectic, fun-oriented sound that fuses genres for broad appeal and live performance energy, moving beyond rigid formulas to embrace collaborative versatility.[21]Themes
The album Psy 9th delves into recurring lyrical themes that blend personal introspection with social satire, reflecting Psy's evolution as an artist. Central motifs include the double-edged nature of fame, the pursuit of authentic joy, resilience amid adversity, and self-reflective growth, often delivered through humorous yet poignant narratives. In "Celeb," Psy satirizes the pitfalls of celebrity culture, portraying the relentless glare of fame as an overwhelming "earthquake" of flashing lights and a heart perpetually "on air," underscoring the emotional exhaustion and superficiality it entails.[22] Similarly, "GANJI" critiques materialism and performative swag, contrasting money-obsessed "language" with calls for genuine gratitude and confident attitude in the face of negativity.[23] These tracks offer sharp commentary on modern relationships and daily vanities, using exaggerated personas to highlight societal pressures. Themes of joy in simplicity and empowerment emerge in songs like "Happier," where happiness is depicted as an elusive "cloud drift" or distant star, yet attainable through embracing modest, fleeting pleasures despite life's traps.[24] "Now" extends this by celebrating personal agency, urging listeners to seize the present, walk freely "in the wind," and release past regrets for empowered living.[25] Resilience is a cornerstone, particularly in "That That," which joyfully heralds post-pandemic recovery with lines about returning to "crowded streets" and "hustle and bustle," while confronting naysayers and adversity head-on.[26] Introspective tracks such as "forEVER" and "Dear Me" deepen this, contemplating time's impermanence—"nothing is forever"—and urging cherished memories to endure, while the closer serves as a heartfelt advisory to one's future self on acceptance and perseverance.[27][28] Culturally, the album weaves in Korean-specific references, like trot-inspired nostalgia in "You Move Me," evoking emotional depth and domestic familiarity through Sung Si Kyung's diction. Overall, the narrative progresses from the high-energy opener "9INTRO"—a bold declaration of youthful vigor at age 50—to a contemplative close, mirroring Psy's career arc from explosive fame to seasoned wisdom, framed as a "farewell to 'Gangnam Style.'"[29]Release and promotion
Announcement and release
Psy 9th was announced in early 2022 by P Nation, with the official release scheduled for April 29, 2022, through School Boy Records, Republic Records, and P Nation, distributed by Dreamus.[1] The rollout followed multiple delays from its initial conception in 2019.[30] The album became available in digital download and physical CD formats, marking Psy's first physical release since his 2017 album 4X2=8.[1] Limited physical editions included a 72-page photobook, pop-up card, 20-page sticky note set, and a package of six bandaids, emphasizing collectible elements for fans.[31] On release day, Psy hosted a listening party at the Fairmont Ambassador Seoul hotel, attended by press and streamed online for broader access.[32] During the event, Psy expressed his preference for CD formats, noting they foster a stronger personal connection with fans compared to digital-only releases.[32] Marketing efforts centered on teasers for the lead single "That That," building anticipation through social media campaigns by P Nation and contributions from label artists to generate hype.[33]Singles
The lead single from Psy 9th, "That That" (produced by and featuring Suga of BTS), was released on April 29, 2022, alongside the album. It quickly topped major Korean streaming charts, including Melon, Genie, Bugs, and FLO, as well as Spotify's daily global chart. The track debuted at number 80 on the Billboard Hot 100 and reached number 5 on the Billboard Global 200. Its infectious choreography sparked a viral dance challenge on TikTok, with numerous covers and relays contributing to its widespread popularity. "That That" secured multiple music show wins, including on M Countdown (its fourth win on May 19, 2022) and Inkigayo. "Celeb" followed as a promotional single on May 3, 2022, three years after its initial preview at a 2019 concert. Featuring Bae Suzy in the music video, the track emphasized themes of celebrity life and received significant radio airplay in Korea. Its music video amassed over 9 million views within days of release, supporting the album's rollout. On May 19, 2022, "Happier" (featuring Crush) was released as the next promotional single. The collaboration offered a melodic R&B-infused sound and achieved moderate chart success on Korean digital platforms, peaking outside the top 100 but gaining traction through radio promotion. The final promotional single, "Everyday," arrived on June 3, 2022, with an upbeat, feel-good vibe aimed at summer listeners. It served as a follow-up track, receiving airplay and appearances on programs like Inkigayo and M Countdown to extend the album's visibility.Music videos
The music video for the lead single "That That", featuring Suga of BTS, was directed by Choi Yong-seok and released on April 29, 2022, coinciding with the album's launch.[34] It adopts a playful cowboy-western theme, with Psy and Suga portrayed as gunslingers in a desert-like setting, incorporating humorous slapstick elements such as dramatic shootouts and exaggerated choreography that parodies classic Western tropes.[35] The video was filmed in mid-March 2022 on a custom-built set at a muddy beach in Incheon, South Korea, where challenging weather conditions including rain and sinking sand added to the production's intensity, yet enhanced the raw, adventurous visuals.[36] A subtle narrative thread symbolizes a "farewell to Gangnam Style," highlighted by a cameo of a blue-tuxedoed figure representing Psy's past persona being comically dispatched.[37] By late 2025, the video had amassed over 626 million views on YouTube, underscoring its viral appeal through vibrant colors and Psy's signature energetic performance style.[38] "Celeb", released as a follow-up video on May 3, 2022, was directed by Woo-je Kim and stars Bae Suzy as the epitome of unattainable celebrity glamour, critiquing the superficiality of fame through a retro 1980s aesthetic filled with neon lights, synth-pop vibes, and over-the-top fashion.[39][40] The production spanned three intensive days of filming, during which Suzy rehearsed the intricate choreography for four consecutive days to match Psy's dynamic moves, resulting in synchronized dance sequences that blend humor with satirical commentary on idol culture.[41] Visuals emphasize exaggerated celebrity scenarios, such as Psy chasing an idealized Suzy through opulent sets, reinforcing the song's themes with bold, colorful cinematography that aligns with Psy's whimsical persona.[42] The video has garnered 27 million YouTube views, praised for its high-production values and Suzy's charismatic presence.[38] The performance video for "GANJI", featuring Jessi and released on May 11, 2022, captures an urban, high-energy dance concept filmed in portrait mode across indoor locations like a sleek dance studio, conference room, and rooftop, emphasizing raw charisma and synchronized choreography.[43][44] Directed with a focus on movement, it showcases Psy and Jessi delivering confident, swag-filled routines that highlight their chemistry, with quick cuts and dynamic camera work amplifying the track's bold hip-hop edge.[45] Similarly, the performance video for "Now", featuring Hwasa of MAMAMOO and released on May 4, 2022, centers on infectious dance routines with a retro 1980s flair, filmed in a vertical format to evoke nostalgic club scenes through groovy poses and fluid group choreography.[46][47] Hwasa's powerful stage presence drives the visuals, with Psy joining in upbeat sequences that prioritize playful energy over narrative, aligning with the album's overall high-budget, colorful production approach spanning multiple videos created from 2018 to early 2022.[32]Commercial performance
Charts
Psy 9th experienced modest chart performance in its home market of South Korea, peaking at number 37 on the Circle Chart's weekly album chart. The album's entry was influenced by the strong performance of its lead single "That That", which dominated domestic streaming platforms and real-time charts upon release.[48] While physical sales were modest compared to Psy's previous blockbuster releases like Psy 7th, the album achieved strong digital success, topping iTunes Top Albums charts worldwide, including in Indonesia, Singapore, and Taiwan.[49] Internationally, the album saw limited but notable placements in Japan, reaching number 20 on Oricon's Digital Albums chart and number 65 on Billboard Japan's Hot Albums chart. In the United States, Psy 9th debuted at number 3 on the Billboard World Albums chart, benefiting from the viral momentum of "That That" featuring Suga of BTS. It also peaked at number 2 on the Heatseekers Albums chart and number 36 on the Independent Albums chart, marking Psy's return to American charts after several years. The album registered minor entries on digital album charts in Canada and the United Kingdom, underscoring its niche appeal among global K-pop audiences rather than mainstream crossover success.[50]Sales
In South Korea, Psy 9th achieved modest physical sales, debuting at number 37 on the Circle Album Chart with 2,611 copies sold during its first tracking week ending May 8, 2022.[51] Subsequent weeks showed declining figures, including 743 copies in week 20 and 1,093 copies in week 23, reflecting limited demand for physical formats amid Psy's established digital presence.[52][53] The album's commercial success was driven primarily by digital and streaming metrics. The lead single "That That" (prod. & feat. SUGA of BTS) has accumulated over 330 million streams on Spotify as of November 2025.[54] The full album has surpassed 358 million streams on the platform, highlighting its enduring online popularity.[55] "That That" earned a platinum certification from the Circle Chart in September 2023 after exceeding 100 million accumulated streams in South Korea.[56] No major certifications were issued for the album as a whole, consistent with its emphasis on streaming over physical units. Compared to the explosive global sales of Psy's 2012 single "Gangnam Style," which amassed hundreds of millions in digital downloads and physical equivalents during a pre-streaming dominant era, Psy 9th underscores the industry's shift toward streaming platforms and a more localized market focus post-international breakthrough.[54]Reception
Critical reviews
Upon its release, Psy 9th received praise from international outlets for its vibrant production and star-studded features. Billboard highlighted the album's eclectic energy, noting how collaborations with artists like BTS's Suga on "That That" and MAMAMOO's Hwasa on "Now" infused fresh dynamism into Psy's signature style, marking a confident return after five years.[8] Korean media offered more mixed responses, with some critics pointing to a lack of innovation and global appeal compared to Psy's earlier breakthroughs like "Gangnam Style." Outlets such as The Korea Times critiqued the album for relying on familiar formulas, arguing it felt repetitive and less ambitious in reaching international audiences. Aggregator sites reflected this ambivalence, with Rate Your Music assigning an average rating of 2.3 out of 5 based on 272 user reviews, indicating solid entertainment value but uneven execution across tracks.[48][57] Overall, the consensus positioned Psy 9th as a strong showcase of high-quality production and impressive guest appearances, though reviewers saw it as somewhat uneven in cohesion. It was widely viewed as Psy's successful pivot back to his playful, satirical K-pop origins, prioritizing domestic fun over worldwide crossover ambitions. Korean media has since noted the album's enduring cultural impact through tie-ins with water-soaked summer events, where tracks like "That That" have fueled performances at festivals such as Waterbomb, reinforcing Psy's role in shaping seasonal K-pop traditions as of 2025.[58]Accolades
Psy 9th and its lead single "That That" earned multiple nominations at the 2022 Mnet Asian Music Awards (MAMA), including Album of the Year for the album, Song of the Year for "That That", and Best Male Artist for Psy.[59] The track also secured wins in Best Collaboration and Best Dance Performance – Solo categories at the same ceremony.[60] "That That" was nominated for Digital Song of the Year at the 37th Golden Disc Awards, highlighting its digital streaming success.[61] In 2024, the Suga feature on "That That" garnered retrospective nods in various K-pop anniversary lists, praised for its enduring influence on collaborative trends in the genre.[62]Track listing and credits
Track listing
PSY 9th (Korean: 싸다9; lit. "Cheap 9"), the ninth studio album by South Korean singer Psy, features 12 tracks with a total runtime of 41:26.[63]| No. | Title | Featuring | Duration | Writer(s) | Producer(s) |
|---|---|---|---|---|---|
| 1 | "9INTRO" | 2:47 | Psy | Space One, 유건형 (arrangement) | |
| 2 | "That That" | Suga (of BTS) | 2:55 | Psy, Suga | Suga, El Capitxn (arrangement) |
| 3 | "Celeb" | 3:20 | Psy, Zico | 유건형 (arrangement) | |
| 4 | "You Move Me" (감동이야) | Sung Si-kyung | 3:41 | Psy, Tablo, White 99 | 유건형 (arrangement) |
| 5 | "Sleepless" (밤이 깊었네) | Heize | 3:06 | Psy, Captain Rack | 서원진 (arrangement) |
| 6 | "GANJI" | Jessi | 2:52 | Psy | 유건형 (arrangement) |
| 7 | "Now" | Hwasa (of Mamamoo) | 3:29 | 오동식 | 유건형 (arrangement) |
| 8 | "Happier" | Crush | 4:12 | Psy, Crush | 유건형 (arrangement) |
| 9 | "Hello Monday" | 2:52 | Giriboy | 유건형 (arrangement) | |
| 10 | "Everyday" | 4:37 | Psy, AURA, VVN | AURA, VVN, 서원진 (arrangement) | |
| 11 | "forEVER" | Tablo | 3:29 | Psy, Tablo | AURA, 서원진 (arrangement) |
| 12 | "Dear Me" | 4:06 | Psy, AURA, White 99 | AURA (arrangement) |