No Grammy awards for BTS doesn't mean 'failure'

Members of K-pop boy band BTS pose during the 64th Grammy Awards at the MGM Grand Garden Arena in Las Vegas, Sunday (PST). Courtesy of Big Hit Music

By Dong Sun-hwa

K-pop behemoth BTS did not succeed in winning any trophies at this year's Grammy Awards, Sunday (PST), but that should not be considered a failure, music industry experts say.

The septet was nominated in the Best Pop Duo/Group Performance category for its 2021 summer banger, "Butter." The honor, however, went to Doja Cat and SZA for their hit song, "Kiss Me More."

"BTS was left empty-handed this time, but this means the group still has a lofty goal to achieve," Kim Jin-woo, a music business professor at the Seoul Institute of the Arts and the head researcher for album/streaming chart Gaon, told The Korea Times. "So we should not call this a failure. It should be seen as an opportunity for BTS to tackle another challenge."

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K-pop boy band BTS performs its song "Butter" during the 64th Grammy Awards at the MGM Grand Garden Arena in Las Vegas, Sunday (PST). Courtesy of Recording Academy, CBS

Music critic Han Dong-yoon echoed this sentiment, saying, "Since the popularity of 'Butter' has been immense around the world, a lot of people might have gotten disappointed by the news. But this is only the second time that BTS has been nominated, following its first nomination in 2020 in the same category for 'Dynamite.' The HYBE stars have been broadening their horizons over the past few years, so I believe they will get a nod from the Grammys one day if they continue to forge their own path."

Anticipation was palpable ahead of this year's Grammy Awards, which took place at the MGM Grand Garden Arena in Las Vegas, given that "Butter" made waves on numerous global charts, dominating the Billboard main singles chart for 10 weeks following its release last May 21. BTS was also honored at other major music awards, including the American Music Awards and the Billboard Music Awards, raising expectations that it would be the first-ever Korean act to nab a Grammy.

"But it seems the Grammys are still closed to Asian musicians," Han added.

BTS members pose during the 64th Grammy Awards at the MGM Grand Garden Arena in Las Vegas, Sunday (PST) / Courtesy of Big Hit Music

Lee Gyu-tag, a professor of cultural anthropology at George Mason University Korea, pointed out that the Grammys have always been wary of idol groups.

"Historically, it has always been tough for boy or girl bands to even get a Grammy nomination despite their popularity, because most of its organizers do not prefer their music styles. Their penchant for 'artistic integrity' seems so strong that even BTS, a group that carries massive social and cultural clout, cannot overcome that. It looks like their perspective on K-pop and K-pop stars has not yet changed as well."

Some BTS fans expressed their dismay at the Grammys for not recognizing the group, but they still tried to cheer their stars up with words of encouragement.

"Every year the organizers of the Grammys use BTS as bait to increase their viewership ratings, but they never give them a prize," a fan wrote on Twitter. "But BTS still rocked the stage today. Our boys were the best performers for me."

Another commented, "Everyone knows that BTS deserves an award, so I hope the members don't get disappointed. All of us are very proud of you."

During Sunday's awards ceremony, BTS wowed music fans around the world with its performance of "Butter," with the members transforming themselves into secret agent characters. It was the band's third time performing for the Grammy Awards.

On April 8 and 9, the K-pop juggernaut will stage two live concerts titled, "BTS PERMISSION TO DANCE ON STAGE ― LAS VEGAS," at Allegiant Stadium in Las Vegas. It will hold two more shows on April 15 and 16, as well.

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