In one of the oddest collaborations since Nelly gave country artist Tim Mcgraw a call and asked to bring his Louisiana drawl to the R&B track “Over And Over”, Snoop Dogg has teamed up with South Korean viral success Psy to unleash the track “Hangover” upon the world. It’s not the first time the G-funk master has produced a piece of work with an artist from disparate corners of the music world. He has previously teamed up with Miley Cyrus for the track “Ashtrays and Heartbreaks” during the rapper’s ill-conceived stint as adopting the Rastafarian lifestyle under the moniker of Snoop Lion.

Snoop Dogg at TAO nightclubSnoop Dogg and Psy's collaboration has been widely attacked by both of their respective fans.

Debuting in the US on Jimmy Kimmel Live, the video attained over 3.5 million views in 24 hours and currently boasts viewing figures of almost 25 million. But such figures are small fry for K-pop megastar Psy, who has become the first artist to break the 2 billion mark on Youtube. The video itself depicts Snoop and Psy trying various purported South Korean cures for the after effects of excessive inebriation, as well as their clips from their hedonistic exploits from the day before. As for the music itself, it contains all the tropes of Psy’s previous opus- blaring synthesizers and a skewed chorus hook designed to burrow into your brain and resolutely refuse to leave.

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Fans of both artists vented their disdain for their favoured musicians over Twitter and in the Youtube comments section. Predictably, Snoop fans were angered by his abandonment of hip-hop in order to go for the easy pop music buck and cries of “sell-out” have been levelled at the rapper. Dissenters have also been citing his readiness to put his face and name to numerous products, including most irksomely, an advert for car insurance. For fans of K-pop superstar Psy, especially those who have followed the Korean before he shot to fame via arguably the most astounding viral success in history, they were aggravated by the fact their hero is working with a US artist.

The collaboration seems hugely forced, as if the idea was the result of a brainstorming session between industry suits rather than a naturally occurring and organic creative process between the two popular cultural icons. What’s more, it seems like a desperate attempt by Snoop Dogg to reassert himself at the forefront of the latest viral trends. “Hangover” is quite simply ill-conceived and hugely unimaginative, a cookie cutter track of garish synth-pop. It’s an all too transparent attempt at a party anthem, the sound of writers straining to put together that hallowed radio/club crossover smash hit through glamourizing excessive alcohol abuse and bringing absolutely nothing new to the pop song canon aside from the image of Snoop Dogg brushing his teeth.

Watch: Snoop Dogg And Psy Collaboration "Hangover"