Despite BTS's consecutive four-year attempts at the Grammy Awards, they, along with other K-pop artists, were absent from the nomination list. With the Billboard Music Awards introducing K-pop categories, there are concerns that this move might segregate and limit K-pop, rather than integrate it.
BTS failed to secure a nomination for the 66th Grammy Awards scheduled for next February. With the members focusing on solo activities due to military service and other commitments, they each submitted entries in various categories. Jin submitted his single "The Astronaut" for Pop Solo Performance and Music Video, RM entered his solo album "Indigo" for Pop Vocal Album and its title track "Wild Flower" for Pop Duo/Group Performance and Music Video, Suga contested with his solo album "D-Day" and its title track "Daydream" for Rap Album, Rap Performance, and Music Video. J-Hope eyed Pop Duo Group Performance and Music Video with "on the street." V challenged with his solo album "Layover" for Pop Vocal Album and "Slow Dancing" for Pop Solo Performance and Music Video.
Expectations were high for BTS, especially after their Best Pop Duo Group Performance nominations from 2020 to 2022. Each member had achieved notable success as solo artists. Jungkook's first solo album "Golden" set the record for the highest-selling album by a K-pop solo artist in its first week in the U.S. V's "Layover" entered Billboard 200 at number 2, with over 100,000 copies sold in its first week in the U.S. The disappointment over the nomination snub is, therefore, even more pronounced.
Persistent criticism has been directed at the Grammy's 'preferences' over the years, especially following BTS's three consecutive years of unfulfilled expectations. The Grammy Awards, along with the American Music Awards and Billboard Music Awards, are considered one of the 'Big Three' music award ceremonies in the U.S. The Grammys prioritize musicality but have been criticized for their exclusivity, often favoring English-speaking artists. This year, they excluded all K-pop artists, reinforcing their 'barriers.'
Billboard has shown a somewhat different approach by introducing K-pop categories, including Top Global K-pop Artist, Top Global K-pop Album, Top Global K-pop Song, and Top K-pop Touring Artist. BTS members Jimin, Jungkook, Suga, and other groups like NewJeans, BLACKPINK, TWICE, and Tomorrow X Together have been nominated across these categories. Rookie group FIFTY FIFTY, despite domestic contract issues, also received nominations in Top Duo/Group and Top Global K-pop Song categories, signifying the undeniable presence and influence of K-pop in the global music scene. This demonstrates K-pop's mainstream recognition in the U.S., a hub for popular music worldwide.
However, criticism exists that Billboard's intentions might be to 'confine' K-pop artists within a separate K-pop category, thereby restricting free competition with English-language songs.
The American Music Awards introduced a K-pop category last year. In 2022, BTS won Favorite Pop Duo/Group and Favorite K-pop Artist, whereas in 2021, they won Artist of the Year, Favorite Pop Song, and Favorite Pop Duo/Group.
This situation can be interpreted as the beginning of recognition and counterbalance for K-pop in the U.S., the epicenter of the global music market. There's an underlying fear that the center of the music market could shift towards K-pop's origin. It's a situation where awards seem necessary but are given reluctantly. The potential of K-pop as an 'ugly duckling' with significant growth potential is evident.
