BTS captured the top prize at the American Music Awards (AMAs) with its fifth full-length album "ARIRANG," signaling the return of the "K-pop emperors" to the U.S. mainstream music market. The achievement carries special significance because the group reached the top of the American mainstream with an album foregrounding Korean identity, five years after winning its first AMA top honor with the all-English track "Butter." The symbolism is further amplified by the venue, Las Vegas, the mecca of American tourism and show business. With BTS opening its comeback by sweeping the AMAs, attention is now turning to whether the group can finally conquer the Grammy Awards, the only major U.S. pop music ceremony that has so far eluded them.
BTS won "Artist of the Year," the ceremony's top honor, beating out Bad Bunny, Bruno Mars, Justin Bieber, Lady Gaga and Taylor Swift at the awards held at the MGM Grand Garden Arena in Las Vegas on Tuesday local time. The group also took home "Song of the Summer" and "Best Male K-pop Artist" the same night, claiming a triple crown.
It was the second time BTS had won "Artist of the Year" at the AMAs, following its 2021 victory with "Butter." While "Butter" targeted the U.S. pop market with 100% English lyrics, "ARIRANG" stands apart for placing Korean identity front and center. The AMAs are considered one of the three major American pop music awards, alongside the Grammy Awards and the Billboard Music Awards (BBMAs). Nominees are selected based on streaming, album sales, radio airplay and tour revenue, with winners decided by fan voting.
Released in March, "ARIRANG" weaves Korean elements throughout the album. The opening track "Body to Body" samples the folk song "Arirang," and at the group's world tour venues, audiences transcending nationality, race and generation joined in mass singalongs of "Arirang." The album also features an experimental structure, with Track No. 29 containing only the sound of the bell of King Seongdeok, a Korean national treasure, dividing the album into two halves. The album became the first K-pop release to top Billboard's main album chart, the Billboard 200, for three consecutive weeks, and the title track "SWIM" became BTS's seventh No. 1 on the Hot 100. Lee Ji-young, a research professor at the Semiosis Research Center of Hankuk University of Foreign Studies, said: "BTS is a team that touches something emotionally lacking in contemporary audiences and fans, going beyond the category of a mere music group. After the military hiatus, the fandom's passion has actually grown much stronger than before, and the fandom has expanded further."
The pop music industry is taking note of the fact that BTS, which once relied on an English-language strategy, is now winning recognition in the U.S. mainstream market with music that emphasizes Korean color. Analysts say the group's differentiation lies in capturing the concerns and identity of Korean artists in their 30s, beyond merely being K-pop idols.
Taking the stage, leader RM said, "ARMY made this happen once again," adding, "Thank you for giving us the honor of receiving this precious award after all the members completed their military service." He continued, "I want to thank ARMY around the world who have been with us for the past 13 years." V, quoting "SWIM," said, "I send my support to everyone in the world who keeps swimming through the sea of life without losing heart," and shouted, "Don't stop, keep going."
The music industry's attention now turns to the Grammy Awards, set for February next year in Los Angeles. BTS has swept major U.S. awards including the Billboards, AMAs and MTV Video Music Awards, but a Grammy win has remained out of reach. The Grammys are known for prioritizing musical quality over popular appeal.
BTS is expected to submit "ARIRANG" and "SWIM" in multiple categories. Voting rights are held by the seven members as well as HYBE Chairman Bang Si-hyuk and producer Pdogg. Pop music critic Lim Jin-mo said, "There is now a possibility that the Grammys will open up at least 'Best Pop Duo/Group Performance' to BTS," adding, "There is also a strong chance of a nomination for 'Album of the Year.'"
Meanwhile, K-pop's presence stood out at the ceremony. "Golden," from the soundtrack of the Netflix animation "KPop Demon Hunters," won "Song of the Year." EJAE, the song's co-writer and vocalist, said, "This song and the film gained great strength thanks to the fans," adding, "Honmoon closed. Thank you to the fans and the 'KPop Demon Hunters' team." HYBE's Korea-U.S. joint girl group KATSEYE won three awards including "New Artist of the Year." Member Sophia said, "Thank you to BTS for inspiring us to bring our culture to the world stage." Korean member Yoonchae said, "We will continue to share our culture with the world."
