Psy, who set off a global sensation with Gangnam Style, has tried out a fresh sound with a hip-hop tale of drunken debauchery co-starring rap legend Snoop Dogg.
Entitled Hangover, the South Korean star's new song returns to the Gangnam Style theme of material excess but eschews the giddy K-Pop arrangements of his 2012 megahit for more minimalist hip-hop beats.
The video features Psy and the notoriously hard-partying Snoop Dogg on a night of intense boozing.
The subject matter is apparent from the video's first moments in which Psy vomits into a toilet bowl, only to start tapping his hands to the rhythm as Snoop Dogg jumps out of a bathtub revved up to party.
In a line that could quickly become a favourite in late-night bars the world over, the song goes: "The party's over! It ain't over!" and, "Drink it up and get sick. Bottoms up, get wasted."
The video takes the duo on a beer-sodden adventure through Seoul's rambunctious nightlife.
At one point, young women twerk to the music and later Psy and Snoop Dogg skip through the streets with two flirtatious middle-aged women they met at a karaoke bar.
"I can't stop. Making bottles pop until the wheels go out," Snoop Dogg raps.
"I can't quit. I wake up in the morning do the same s***."
Psy released Hangover on YouTube, an appropriate forum for him after Gangnam Style became the most viewed music clip ever on the video-sharing site with more than two billion views.
In an elaborate roll-out for the video, Psy and Snoop Dogg also appeared on a special edition of the "Jimmy Kimmel Live!" comedy show in Los Angeles broadcast before game two of the National Basketball Association finals.
Psy, whose real name is Park Jae-Sang, said that he and Snoop Dogg wrote the song through online collaboration and filmed the video together in Seoul in just 18 hours of production without breaks.