[비즈한국] The Grammy Awards have been uniquely firm in keeping their doors closed to K-pop. However, those doors are bound to open eventually. It is impossible to hold back global trends. Opening those doors is also a symbolic act of overcoming discrimination and prejudice against culture and realizing musical justice. Nevertheless, we also need a step-by-step strategy.
On November 16, 2022, BTS was nominated for the Grammy Awards in the 'Best Pop Duo/Group Performance' and 'Best Music Video' categories. They were nominated for their collaboration with Coldplay, "My Universe," in the 'Best Pop Duo/Group Performance' category, and for "Yet To Come" in the 'Best Music Video' category. Above all, they were nominated for three consecutive years. They were also nominated for 'Best Pop Duo/Group Performance' in 2020 and 2021 for "Dynamite" and "Butter." In particular, the 2020 nomination came after winning the 'American Music Awards' for three consecutive years and the 'Billboard Music Awards' for four consecutive years. The achievement in 2022 was that they were nominated in the 'Best Music Video' category for the first time.
However, on February 25, 2023, they failed to win an award at the 65th Grammy Awards. In the end, the Grammys only put BTS on stage without bestowing the honor of an award upon them. Furthermore, starting with the eldest member Jin, all members began their military service. Since then, no K-pop idol has been nominated for a Grammy. The void left by BTS was significant.
Finally, in June, BTS returned as a full group. However, their album is scheduled to be released in the spring of 2026. If they were to promote in the latter half of 2025, they could easily be nominated for the Grammy Awards in February 2026. While that is disappointing, high-quality music and performance are more important than a rushed comeback.
In the midst of this, Blackpink made a full-group comeback through their world tour 'Deadline' performance held at the Goyang Stadium main arena. Additionally, there is noteworthy news: director Dave Meyers participated in the music video for Blackpink's new song 'JUMP'.
Director Meyers has maintained a connection with YG since directing CL's 'LIFTED' in 2016 and one of Winner's double title tracks, 'REALLY REALLY', in 2017. Most importantly, he won Best Music Video at the 2005 and 2018 Grammy Awards.
He initially turned down the offer to direct Winner's 'REALLY REALLY' music video because he had no experience directing idol music videos. Now that he has accumulated experience and know-how, there is much anticipation for what he will achieve with the Blackpink music video. The teaser for 'JUMP' already gives off an extraordinary feeling and atmosphere. It is enough to look forward to a Grammy Awards entry.
It is assumed that BTS, who stated they would work on their album in the United States, has a similar mindset. In fact, there are some who question why BTS announced they would work on their album in the U.S. Some ask, "Why the U.S. when it could be made in Korea?" It can be seen as a strategic move for the Grammy Awards.
Unlike the 'American Music Awards' and 'Billboard Music Awards,' the Grammy Awards are determined by the votes of music industry professionals rather than fan sentiment or objective album and streaming data. Therefore, it is important to collaborate with local U.S. music industry professionals in the production of songs, albums, and music videos. It is necessary to go beyond simply receiving help and enter into a "collaborative community" with the U.S. music industry.
In this respect, it is essential that Blackpink sets their activity goal on entering the Grammys. Moreover, Blackpink's brand value and recognition are higher than ever. Through individual activities, they have sufficiently proven that they are artists, not just manufactured idols, and have built a global fandom. This was amply proven through the collaboration song 'APT.' by Rosé and Bruno Mars. BTS also created synergy by alternating between individual and full-group activities. This can be called a case of flexible music activity where the individual and the group are in harmony, an example unprecedented in the world.
In the West, it is difficult to imagine a way for bands to alternate between solo and band activities once they have split up into individuals. Now is the time for a K-pop group that freely utilizes both individual artist capabilities and full band activities to enter the Grammy Awards. Blackpink should be the ones to start that. This is especially necessary because the Grammys have historically excluded K-pop girl groups. The fact that the atmosphere is more heightened than ever thanks to the Netflix series 'K-Pop Demon Hunters' (Huntrix) is also a positive factor. The Blackpink fandom also needs to gather more focused support with the goal of reaching Grammy nominations. The conditions are now sufficiently met for Blackpink to be the stepping stone that opens the doors of the Grammys.
The author, Kim Heon-sik, has walked and navigated through the forest of pop culture phenomena since his 20s, driven by the expectation that there is a way to make the world a better place through culture. He continues on the same path with the same belief even in the 21st century, where artificial intelligence and quantum computers are in play.