Is this the year K-pop finally gets taken seriously at the Grammys?
From KPop Demon Hunters to ROSÉ, K-pop scored big nominations
Is K-pop finally getting its moment at the Grammy Awards?
Until 2025, K-pop hasn’t been recognized at the awards show, with the exception of BTS. The band has been nominated a total of five times (including Album of the Year for Coldplay’s Music of the Spheres as a featured artist). But it looks like things may change in 2026.
As nominations for music’s biggest awards show were announced Friday, history was made as KPop Demon Hunters, ROSÉ and KATSEYE all scored nominations. Is it because the artists and teams behind these acts have figured out what makes western audiences tick? Or is it because all three just had major backing by major labels in the west?
Much has been said about the way the Grammy Awards committee votes and recognizes who gets nominated over the years. A lot of these discussions have had to do around perceived biases against nominating artists of colour, particularly those of Asian descent. Earlier this year, Korea Times reported The Recording Academy is exploring the idea of an Asian Grammy Awards to be hosted in Korea or Japan. In theory, this could be similar to the Latin Grammy Awards (which started in 2000). But over the years, there has been much criticism by fans and industry folks that cultural specific awards like the Latin Grammys further segregates artists of colour from the main show.
It’s true representation for Asians still has a long way to go for most arts institutions.
Regardless, I can’t help but think about what a huge win it is to see the three K-pop artists nominated for Grammys — ROSÉ, KATSEYE and the singers behind KPop Demon Hunters — all all happen to be women of colour.
Each got here because of smart marketing and strategic campaigning. But beyond that, they all got to this point just by amplifying who they are as individuals.
When it comes to ROSÉ, she is the first female K-pop artist to land three nominations for Song of the Year, Record of the Year and Best Pop Group/Duo Performance. She comes as a member of Blackpink, one of the biggest girl groups in the world. Following the momentum of a successful world tour in 2023 and being a Coachella headliner, ROSÉ inked a deal with Atlantic Records to distribute her solo LP Rosie. It also helped that she kicked off her solo era with a great flair, landing multi-Grammy award-winning pop star Bruno Mars to collaborate with her on her first single “APT.”
“APT” was a huge hit. Named after a Korean drinking game, the track features a simple and catchy chorus that had kids and their parents chanting along. It made for an easy sound to go viral on Instagram reels and TikTok videos. And with a name like Bruno Mars attached, it’s a recipe for success in grabbing Grammy voters’ attention. It should be noted that ROSÉ was the one who co-wrote the demo, and Mars further elevated the track after she invited him to collaborate on it. It’s excellent teamwork at play, utilizing both ROSÉ and Mars’s strengths and cultural pride. Through its infectious melody and easy to follow lyrics, “APT” was undoubtedly a commercial success, staying on the Billboard Hot 100 for at least 33 weeks.
KATSEYE, who landed nods for Best New Artist and Best Pop Group/Duo Performance for “Gabriela”, is what’s known as a global girl group. One could argue they aren’t K-pop at all. But as a project born out of the labels HYBE and Geffen Records, members of the band were formed using K-pop trainee methods. Hundreds of girls auditioned for the group. Prospective candidates trained in Los Angeles and Seoul with both American and Korean choreographers and instructors.
While pop groups are strategically mapped out and manufactured for the industry, many still saw something special about KATSEYE this year. It began with the release of “Gnarly”, a grungy, noisy hyperpop song which panned critics and fans alike, but won praise for KATSEYE’s commitment during live performances.
The band also broke barriers when members Lara and Megan both came out as members of the LGBTQ+ community this year. And in the summer, KATSEYE starred in a viral Gap Jeans commercial that celebrated all races, genders and personalities. All of it came at the heels of Sydney Sweeney’s American Eagle ad that garnered backlash over language people saw as supporting eugenics and white supremacy.
With that, KATSEYE won over many fans—known as EYEKONs—who quickly sold out the group’s upcoming North American tour. KATSEYE is proof representation matters. As Manon told me last year, “I feel like it’s such a beautiful thing to know that young girls can look at us, at our group, and see themselves in us and really know that anything is possible.”
It’s no surprise why KATSEYE, in their breakout year, is being recognized by The Recording Academy.
And finally, who could have pictured the runaway success that is KPop Demon Hunters? It is the most successful original film on Netflix, and the songs continue to chart on Billboard. But beyond streams and charting, nothing tugs at the heartstrings of Academy voters more than an underdog story.
EJAE, the singer and songwriter behind hits like “Golden” and “What it Sounds Like” is having her breakout year. Despite performing as the singing voice of an animated character, many have quickly come to learn about her back story. In her early years, EJAE spent a decade training at SM Entertainment hoping to debut in a group. When her dream did not materialize, she decided to work in the background as a songwriter, penning hits for Red Velvet and aespa.
To me, EJAE’s journey is an inspiring tale that shows audiences her powerful voice is too good to stay hidden. It mirrors the journey of her character Rumi in KPop Demon Hunters, who grapples with a dark secret she’s been hiding from those she loves. In the end, she learns to embrace who she really is, and that power comes from our own individuality. It’s a narrative that writes itself! And, it’s an incredibly smart move for Netflix, Sony Pictures Animation and Republic Records, to capitalize on her journey. Firsts matter so much in awards campaigns, and EJAE is now the first Korean-American woman to be nominated for Song of the Year at the Grammy Awards.
When I think about what all three nominees have in common with each other is the fact that each have made a real effort in being authentic in their storytelling during their awards campaign. ROSÉ has showcased vulnerability in interviews and her debut LP Rosie, and spoke about who she is as an artist outside of Blackpink. KATSEYE used their Gen Z humour and personalities to tell their story on social media. While EJAE discussed her artistic journey at length in several interviews, at times even getting vulnerable and emotional herself.
It’s no secret K-pop has been trying hard to break into the western market, as more and more groups release all-English songs and do cross-cultural collaborations. But the thing I have missed with many of these releases is it often seems like it’s created for social media virality, and doesn’t necessarily play to these artists’ strengths or highlight authenticity. There’s no compelling story! There’s no depth or substance. And to be fair, not all songs need to have deep meaning. But the ways in which labels have pushed ROSÉ, KATSEYE and the cast of KPop Demon Hunters to share their stories in open, personal and often raw ways during the awards campaign has certainly managed to resonate with audiences. On the flip side, it also helps that all three also have western backing—something a lot of K-pop artists don’t have much access to.
This year’s Grammy nominations have also brought up the whole BTS question of it all. Some have expressed disappointment that BTS might not be the first K-pop act to win a Grammy. Others brought up their anger over the group being snubbed once again.
The fact that so many K-pop acts have been nominated at all this year can largely be attributed to BTS, who helped open doors for K-pop to be seen on a platform like the Grammys.
Getting K-pop to be taken seriously by western awards shows will not happen over night, let alone a few years. Thinking about the what-ifs and making comparisons diminishes everyone’s achievements.
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