Grammys continue to face criticism over their treatment of BTS. Will this result in any change?

  • External Content twitter.com
    Content embedded from external sources will not be displayed without your consent.
    Through the activation of external content, you agree that personal data may be transferred to third party platforms. We have provided more information on this in our privacy policy.


    External Content twitter.com
    Content embedded from external sources will not be displayed without your consent.
    Through the activation of external content, you agree that personal data may be transferred to third party platforms. We have provided more information on this in our privacy policy.


    Discuss



    BTS' Grammy Treatment Draws Attention To Award Show Legitimacy

    By Sasha Margulies, iHeart MediaMar 16, 2021604f68dbe4c5e02bafe0814b?ops=maxcontain(768,432),quality(80)

    The 63rd Annual Grammy Awards aired last night on CBS to a reported 7.88 million viewers, featuring a star-studded lineup of performances and award recipients from Beyoncé to Megan Thee Stallion to Taylor Swift. Among the impressive cast of names is none brighter than BTS, the superstar septet heralding from South Korea, whose performance of their chart-topping single "Dynamite" and first-ever Grammy award nomination were undoubtedly some of the most highly anticipated moments for the ceremony. However, fans of the Seoul titans were met with disappointment from the treatment shown to BTS from the prestigious award ceremony.

    For those not in the know, BTS, or Bangtan Sonyeondan, are a seven-member band stemming from the K-Pop industry and currently setting the music world on fire. From a monstrously beefy list of musical achievements and broken records over a span of 7 years as a group, just a taste of their most recent accomplishments include their all English-single,“Dynamite,” topping the U.S. charts, becoming the first band in history to have their latest album Be debut at No. 1 on the Billboard charts in the same week as their single "Life Goes On," and in October selling nearly a million tickets to a two-night live streamed concert event. They have been credited by ARMYs (official fandom name of BTS) and non-ARMYs alike as trailblazers in their field, establishing themselves as worldwide sensations thanks to powerful self-produced hits tackling themes from mental health advocacy to youth empowerment, combined with flashy choreography, cultural awareness and activism via partnered philanthropy efforts and, despite their almost otherworldly fame and success, demonstrating world class humility by communicating their love and appreciation for fans on an impressively consistent level on various social media platforms. 604f6c35e4c5e02bafe0815b?ops=maxcontain(768,432),quality(80)

    With just about every checkbox clicked off for the Korean megastars, an award from music's penultimate ceremony only seemed like the next logical step on their career ladder - the odds seeing themselves increasingly in BTS' favor when they were announced as nominees for the Best Pop Duo/Group Performance category in November. Even alongside powerhouse competition like Justin Bieber, Ariana Grande and Lady Gaga, there was an undeniable buzz going for the first-time Grammy noms following the undeniable domestic and international success of "Dynamite" for serious winning contention. This was only encouraged by the Recording Academy and broadcast partner CBS, who notably used BTS' likeness for constant marketing and promotional materials leading up to the show to keep the interest of ARMYs and their intensely vehement digital media presence - common practice as of late noted by fans from brands and organizations who use the group's name for explosive social media numbers. With so much hype building up, it seemed the pop giants were shoe-ins to make history as the first ever K-Pop based group to be nominated, and potentially win, a Grammy music category.

    That was until it was announced earlier this week that the Best Pop Duo/Group Performance Category, an award traditionally aired on the main show broadcast, would be moved to the Grammy Pre-Show ceremony. Fans called out the last-minute switch from prime time exposure to a live stream, considering the award was so massively anticipated. This included outrage for other popular categories like R&B and Rap moved as well without explanation - adding to the growing narrative of the Grammys mistreating POC artists. On top of the sudden programming shift, it was announced that "Rain On Me," the pop dance track by Lady Gaga and Ariana Grande, ultimately took home the award. ARMYs were devastated, considering BTS' single statistically outperformed the other nominated contenders in the category. It seemed the final straw for fans was when it came time for BTS' main stage pre-recorded Grammy performance, only to find that BTS were slated for the end of the three and a half hour broadcast after hours of the Recording Academy teasing the group "coming up soon" throughout the show as a move to secure viewership. This prompted immediate outrage on social media directed at the show, with fans and music critics trending #Scammys worldwide within minutes to voice their displeasure.

    This is notably not the first time BTS or other musicians have experienced this kind of treatment from the Recording Academy - artists like The Weeknd and Zayn Malik have even voiced their frustrations over the Grammys using celebrities for ceremony attention but refusing to award them for their musical achievements, and boycotted the show altogether. There is a growing trend of these conversations coming up more often than ever for award ceremony validity within the entertainment industry - even the 2021 Oscar nominations had some raised eyebrows at some obvious snubs towards black and POC performers.

    While this in no way hinders BTS' established success and legitimacy as critically acclaimed artists, it does ultimately call into question the relevancy of the Grammys as a pinnacle achievement for musicians. Should artists continue to submit their bodies of work for Grammy awards when it seems time and time again the traditionalist method of voting within the RCA only favors the most recognizable names within the industry? With acts like BTS establishing historic legacies outside of the Recording Academy, there could be a future shift of consumers passing on award shows altogether if the narrative continues that these organizations do not value all avenues of artistry, and refuse to give credit where credit is due. As more and more cultural awareness spreads via the online forums everyday, artist recognition will only continue to be a forefront issue for these organized ceremonies, and artists, critics and viewers alike will be making the ultimate decision whether or not entertainers even need these events for relevancy, or if it's actually the other way around.

  • After all this sh**,

    If next year, Grammy doesn't change its creepy attitude towards non english speaking artists, then the change will never happen afterwards.


    BTS is the only one who can be a cause of this change. If that doesn't happen next year, it will remain the same for the rest of the world.

  • They very blatantly used BTS for one thing only: views. BTS were the only ones to get their own Grammy's ad and the setlist had it scrambled to make ARMY sit through the entire thing - and this is without even mentioning their little boy who cried wolf act.


    The level of audacity is what has me most appalled. Because while they are far from alone in doing this, but at least other outlets attempt to wrap this up in a pretty bow. It honestly feels like an insult to our intelligence - and just as cheap as it sounds.


    Did they think no one would notice? Or perhaps care?

  • I'm glad we're even having this discussion.

    What BTS faced these last days from the media is disgusting to say the least. their loss (in a non major category that is) was more reported than the wins of the other artists. it's downright exploitation of POC for views and clicks but no recognition.

    BTS is the number 1 Artist in 2020 by every metric and smh that is threatening the old guards .

  • Every year there is complaints about the winners. Some rightfully so, some maybe not. I do agree it was ridiculous how much they used BTS to promote the show. 2020 really struggled with putting out a lot of music due to the pandemic and I think the nominations in majority of categories just fell flat cause of the situation. I guess a lot of people have their own opinions of what quality music is. If only the quality of the song is taken into consideration for the Grammy I don’t personally consider Dynamite to be that outstanding of a song, but not like Rain on Me is that much better….I don’t think there will ever be an award where everyone agrees on who should win. That’s life. There will always be complaints, this year wasn’t the first and it won’t be the last.

  • They very blatantly used BTS for one thing only: views. BTS were the only ones to get their own Grammy's ad and the setlist had it scrambled to make ARMY sit through the entire thing - and this is without even mentioning their little boy who cried wolf act.


    The level of audacity is what has me most appalled. Because while they are far from alone in doing this, but at least other outlets attempt to wrap this up in a pretty bow. It honestly feels like an insult to our intelligence - and just as cheap as it sounds.


    Did they think no one would notice? Or perhaps care?

    I mean, how would we not see through it when they even put them at the end of the show. It's a common marketing trick to keep people watching. So cheap.

  • Halsey spilled years ago


    External Content twitter.com
    Content embedded from external sources will not be displayed without your consent.
    Through the activation of external content, you agree that personal data may be transferred to third party platforms. We have provided more information on this in our privacy policy.

    Halsey, our official girl who is the one of the best collaborator BTS could ever worked with.

  • Hopefully this can be another blow that'll cause a crack in the establishment. How many more are needed, or will there ever be enough to eventually cause it to break is the question.

    Tell'em Bangtan is dancing on the floor!

    Steam Community :: :: BTS

    Edited once, last by MIRACOLE ().

  • I have other guess the reason why Granny treated BTS awfully, it's not only about race but also more about MONEY.

    Please correct me if I'm wrong, most BTS's money gained goes to BH in Korea, only small part goes to US music industry. This kind of situation may make the people in granny who mostly coming from US music industry are not happy and reluctant to give proper position (award) to BTS as and artist in their own home market.

    Maybe situation will change to the better for the artist coming from US-BH company in future, of course if it produces artists as good as BTS.

Participate now!

Don’t have an account yet? Register yourself now and be a part of our community!