'The new category just reiterates a tendency in Western awards shows to “celebrate” non-Western, non-English speaking, non-white artists by separating them away from their accepted, non-othered counterparts.'
from actual K-Pop fans have shown, despite good intentions, the impact of a K-Pop category is more layered and nuanced than that. The new category just reiterates a tendency in Western awards shows to “celebrate” non-Western, non-English speaking, non-white artists by separating them away from their accepted, non-othered counterparts.
The BTS ARMY has taken a particularly strong stance against this year’s nominations and categories. BTS is nominated for four awards, including Best K-Pop, Best Collaboration, Best Art Direction, and Best Choreography. Despite these accolades, fans were quick to notice BTS’s absence in the core honors: Video of the Year, Artist of the Year, and Song of the Year.
Awards obviously honor more than just YouTube music video views, but by that measure the numbers prove interesting. Consider this year’s Video of the Year nominees:by 21 Savage ft. J. Cole , “Bad Guy” by Billie Eilish , “thank u, next” by Ariana Grande , “Sucker” by Jonas Brothers , “Old Town Road ” by Lil Nas X ft. Billy Ray Cyrus , and “You Need to Calm Down” by Taylor Swift .
In the K-Pop category, several of the videos honored have comparable numbers: “Boy With Luv” , “Kill This Love” , and “Tempo” . And yet there is no K-Pop nominated in Video of the Year.K-Pop also isn’t alone there — in the Best Latin category, Bad Bunny’s collab with Drake, “Mia,” currently has 869 million views. Benny Blanco, Tainy, Selena Gomez, and J. Balvin’s “I Can’t Get Enough” has 147 million. Anuel AA and Karol G’s “Secreto” has 755 million. Maluma’s “Mala Mía” has 277 million.
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