Plus Magazine

| Written by Yeom dongkyo (Editor for the music webzine IZM)

K-POP's Absence at the 2024 Grammy Awards

In the year 2024, at the <66th annual Grammy Awards>, there was a notable absence of K-POP. Having been nominated for the Best Pop Duo/Group Performance category from 2020 to 2022, and with ‘Butter’ contending for Song of the Year in 2022, BTS had set high expectations for K-POP's breakthrough at the Grammys. However, this year, they did not receive any nominations. This situation has led to widespread disappointment among fans worldwide, who have deeply embraced K-POP culture and wish for its artistic achievements to be acknowledged.

Certainly, K-POP enjoyed significant popularity in 2023 as well. Hits like Jung Kook's ‘Seven’ and JIMIN's ‘Like Crazy,’ which both conquered the Billboard Hot 100, underscored BTS's pivotal role in K-POP's prominence. Moreover, BLACKPINK took the stage as headliners at Coachella, one of the largest festivals in the U.S. The year was also remarkable for FIFTY FIFTY, who caused a stir with their short-form content hit ‘Cupid,’ and Stray Kids, who clinched the top position on the Billboard 200 with their third studio album, [5-Star].

This impressive dominance was showcased at the <2023 Billboard Music Awards>. Reflecting the massive influence of K-POP, with BTS securing multiple wins and nominations for BLACKPINK and SEVENTEEN, the awards introduced four new K-POP categories, including Top K-POP Album. NewJeans made history by winning the first award in the Top Global K-POP Artist category.

At the <2024 Billboard Women in Music Awards>, NewJeans was honored with the Group of the Year award. Initiated in 2007, the Billboard Women in Music Awards celebrate female artists for their significant contributions to the music industry. This event showcased the impactful performances of K-POP artists, including NewJeans' notable achievement this year and TWICE receiving the Breakthrough Artist award in 2023.

The Grammys and The Recording Academy

In contrast to the Billboard Music Awards, which are largely based on quantitative metrics, the Grammys hinge on the subjective evaluations conducted by The Recording Academy. While the Academy is composed of a diverse array of music industry professionals like musicians, producers, and engineers, lending it a measure of credibility, it has also been criticized for its “Eurocentric” biases.

Even with recent years bringing changes to the composition of the voting members and the voting process itself, fully overcoming its conservative tendencies may yet require more time. Notably, there has yet to be a hip-hop album awarded Album of the Year, underscoring this point. Rapper JAY-Z, recipient of the Dr. Dre Global Impact Award at the recent ceremony, pointedly criticized this issue by mentioning the oversight of Beyoncé's Album of the Year nomination and referencing the non-broadcast of DJ Jazzy Jeff & The Fresh Prince's Best Rap Performance at the 32nd Grammy Awards in 1989.

Indeed, the likelihood of transformation is significant. Afrobeats, a fusion of West African rhythms with Western music genres, has reached its zenith since the late 2010s, prominently featuring African artists such as Burna Boy and CKay. In response to this trend, Billboard launched the Billboard U.S. Afrobeats Songs chart in 2022, while the Grammys added the Best African Music Performance category, with Tyla, famed for the TikTok sensation ‘Water,’ securing the inaugural award.

Similarly, the Best Música Urbana Album category, introduced in 2022, aims to recognize the diversity within Latin pop by specifically acknowledging reggaeton's influence. This move allowed Latin pop icons like Bad Bunny and Karol G, who had previously been overlooked for General Field awards, to achieve recognition. The Grammy Awards, known for accommodating diverse musical styles through categories such as Best Alternative Jazz Album and Best Progressive R&B Album, would not surprise anyone by potentially introducing a K-POP category in the future.

Fostering a unique musical identity and channeling it through one's own composition and lyrics represents another strategy for K-POP solo artists. The 2024 Grammys have now incorporated ‘Producer of the Year, Non-Classical’ and ‘Songwriter of the Year, Non-Classical’ into their list of key categories. This inclusion suggests a preference for artists who excel in songwriting, production quality, and the ability to narrate “their own stories”. If a K-POP solo artist can produce songs that not only showcase the genre's elaborate and vibrant sound and robust choreography but also demonstrate high artistic quality through original compositions, they would likely capture the Recording Academy's interest.

The Prospects for K-POP and the Grammys

What does the future hold for the relationship between K-POP and the Grammys? Despite the Grammys' historically conservative approach, particularly towards genres like hip-hop and Latin music, it's noteworthy that the early 21st century's developments, such as BTS's nomination for Song of the Year and their ‘Butter’ performance, were unpredictable. Critic Kim Youngdae suggests, “With BTS returning in full force after their military service, there's hope they might unveil a surprise performance at the Grammys”.

K-POP has achieved exponential success in the 21st century. With BTS and BLACKPINK at the forefront, along with groups such as TWICE and NewJeans, K-POP has marked significant accomplishments in Billboard rankings, concerts, tours, and short-form content, securing a pivotal position in the Western pop music scene—an achievement that was once unimaginable in the 20th century. While the Grammys remain an important milestone, patience is key. By overcoming the crises that K-POP faces and fostering a healthy culture, successes like those experienced by BTS could continue to emerge.

Highlights of the 66th Grammy Awards

Hosted by the South African comedian Trevor Noah, the 2024 <66th Grammy Awards> ceremony was as captivating as ever, featuring a mix of intriguing stories, heartfelt acceptance speeches, and impressive performances.

This year, Taylor Swift made history by winning Album of the Year for the fourth time, surpassing icons such as Frank Sinatra, Paul Simon, and Stevie Wonder to become the category's most awarded artist. Billie Eilish reaffirmed her status as a Grammy favorite with her Song of the Year win for ‘What Was I Made For,’ while Mylie Cyrus highlighted the evening with her Record of the Year victory for the chart-topping ‘Flowers,’ showcasing the significant impact of female artists at the awards.

The event was also notable for its memorable performances. Joni Mitchell, at eighty, graced the Grammy stage for the first time, joining Brandi Carlile for a moving performance of ‘Both Sides Now,’ after Carlile's rendition of ‘The Joke’. Billy Joel, forever the “Piano Man,” debuted his new song ‘Turn the Lights Back On’ with accompaniment from jazz-pop newcomer Laufey on the cello. Dua Lipa offered a mashup of ‘Houdini,’ her collaboration with Tame Impala's Kevin Parker, and her new track ‘Training Season’. Travis Scott captivated the audience with a dynamic medley from his album [Utopia].

※ Manuscripts from outside writers may not reflect the editorial direction of this magazine.