Was it too soon to expect a "Post BTS" era? At the "66th Grammy Awards", not just BTS but also other K-Pop artists failed to secure nominations.
According to the Recording Academy, which hosts the Grammy Awards, the nominee list for the "66th Grammy Awards" scheduled for next February did not feature any K-Pop artists. The Grammy Awards are considered the most prestigious event in American pop music. Along with the "American Music Awards" and the "Billboard Music Awards," it is one of the top three music award ceremonies in the United States. Although BTS has been nominated three consecutive times, they have yet to win an award.
With BTS members beginning their military service, leading to a group hiatus, various members have focused on solo activities. Despite concerns over a K-Pop crisis due to BTS's absence, various K-Pop groups like Blackpink, Seventeen, Stray Kids, NewJeans, and Fifty Fifty have achieved significant success in the North American market.
The Grammy Awards are known for being the most conservative among American music award shows. However, the barrier proved too high this time, with no K-Pop presence at the awards.
◇ K-Pop Misses Grammy Nominations... The Impenetrable Threshold
BTS, who attempted a Grammy Award nomination with solo albums, unfortunately did not make it to the nominee list. Particularly, the "Best Pop Duo/Group Performance" category, where BTS had been nominated for three consecutive years from 2020 to 2022, was a significant letdown.
The absence of nominations for members Jimin and Jungkook, who topped the US Billboard main singles chart "Hot 100" with their respective songs, was disappointing in the general fields like "Record of the Year" and "Song of the Year."
NewJeans, which made a splash on the "Hot 100" immediately after debut, had expectations for the "Best New Artist" category but ultimately did not make the cut. Stray Kids and Fifty Fifty, who also had significant chart achievements, were not nominated either.
While BTS began their group hiatus with Jin's military enlistment, the industry worried about a K-Pop crisis. Yet, the individual achievements of BTS members and the success of other K-Pop acts in the American market dispelled these concerns.
The Grammy Awards' conservative nature and the lack of K-Pop groups reaching its threshold raise the notion that it's too early to discuss a "Post BTS" era. Some even pointed out the Grammy's conservatism, with media outlets like USA Today commenting that while K-Pop may be one of the most successful genres globally, Grammy voters missed it.
An industry insider mentioned, "Despite the criticism of the Grammy's conservatism, this situation only reconfirms BTS's stature. This year, the global achievements of K-Pop were greater than ever, which has led to greater disappointment among fans."
Eyes on Billboard: Can K-Pop Regain Its Pride?
The "Billboard Music Awards," another major US music awards ceremony along with the "Grammy Music Awards," will be held on the 20th (Korean time). With several K-Pop artists nominated and NewJeans scheduled to perform, there is a heightened focus on this event.
BTS has been a prominent figure in the "Billboard Music Awards" since 2017, winning trophies for six consecutive years. This year, the addition of a K-Pop category further solidified its influence.
BTS, as solo artists, have also made a mark in this year's Billboard Awards nominations. Jimin has been nominated in four categories, including "Top Selling Song" and "Top Global K-Pop Artist." Jungkook is competing with Jimin in the "Top Global K-Pop Song" category with his hit single "Seven." Suga has been nominated in the "Top K-Pop Touring Artist" category.
With the first-ever performance by NewJeans, the group is set to showcase "Super Shy" and "OMG" at the Billboard Music Awards. They have been nominated in four categories, including "Top Global K-Pop Artist," following their remarkable Billboard chart performance.
Other K-Pop groups like Tomorrow X Together, Blackpink, Twice, and Stray Kids have also been nominated. Fifty Fifty, known for their long-standing chart presence on Billboard, joins this year's lineup. Member Kina, who recently resumed activities after resolving a contract dispute with Attract, is coordinating her attendance.
