So what is that “reason”?
Grammy failure is a gender issue?
Kim believes the reason lies in “gender issues.”
It is not because BTS is Asian (a racial issue), but because the American fans who support BTS are mainly women in their teens and twenties.
Let’s listen to Kim’s explanation.
“In terms of purchasing power and political power, the influence of women (women in their teens and 20s) is weak. Those in authority refuse to admit that K-pop is not music in the truest sense of the word.”
And Mr. Kim says that even the young women who are driving the “K-pop boom” in the West believe that “racism” is behind the condemnation of K-pop.
“This ‘racism’ frame is not appropriate. Many black and Latino artists have won Grammys.”
Degrading K-POP… Another reason
Kim explained that there is another reason for the devaluation of K-pop by American popular music authorities.
“K-pop has been spread by SNS and Youtube. It is a different route than the 20th century star musicians who grew up with the evaluation of the mass media.For those who are accustomed to legacy media, I would like to acknowledge the success of K-pop. It shouldn’t be there.”
In other words, in the eyes of the vested interests of the American music world, who are accustomed to information introduced in mass media such as television, radio, and newspapers, K-pop stars are seen as nothing more than “Asian influencers.” That’s what it is.
Mr. Kim captures this narrow-minded evaluation as follows.
“A South Korean singer who has never heard of it and has never been covered by the American media suddenly hits No. “And it must be confused.”
People who have not adapted to the paradigm shift, such as the decline of legacy media and the emergence of new media such as SNS, still have the right to vote at the Grammy Awards. .
The growth of new media and the success of K-POP
Is the rise of this global new media benefiting K-POP?
Regarding this, Mr. Kim argues that behind the “K-POP boom” is K-POP’s “ability” to catch what users are looking for in new media and provide it in a timely manner.
“Music is no longer just an auditory gratification. In the age of digital media, where visual elements are also consumed, K-pop has tremendous competitiveness.”
He also mentioned that the basic mindset of K-POP is “consumer (fan) centered” as a success factor.
“The Western music industry is more regarding artists than fans. Artists release albums and say, ‘This is my song.’ If you like it, listen to it, if you don’t like it, don’t do it.” However, K-pop closely checks fans’ reactions and trends, is sensitive to music fans’ feedback, and immediately corrects anything that is pointed out.”
Mr. Kim captures that this fan-centered industrial form drives fans.
“Because fans are in control, we participate in online communities and voluntarily and actively promote idols we like.”
But the fan-centric industry also has a negative side, Kim said.
“No K-pop idol has issued a statement of condemnation once morest Russia’s attack on Ukraine. This is because it is necessary to consider fans in countries that have supported the attack, including Russia. Indonesia also agreed with Russia’s attack. As you know, the demand for K-POP in Indonesia is increasing year by year.”
BTS
BTS is a seven-member South Korean male artist group that debuted on June 13, 2013, and was produced by Bang Si-hyuk.
Belongs to HYBE (former Big Hit Entertainment).
The debut album is “2 COOL 4 SKOOL” and the debut song is “No More Dream”. The group name “BTS” has the meaning of stopping the oppression and prejudice directed at teens and 20s and protecting their own music.
The Hangul notation is often called “bangtan” from “방탄소년단 (bangtansonyeondan)”.
BTS latest article is here (2187)
