In a significant evolution for the music industry, K-pop is poised for recognition at the Grammy Awards in 2025, an outcome that many have long anticipated. Initially breaking barriers in 2020 with BTS’s nomination for Best Pop Duo/Group Performance — the first time a Korean act received such acknowledgment — the genre has seen a tremendous shift in its mainstream acceptance in the U.S. Since BTS, the presence of K-pop at the Grammys has only grown more prominent, leading to speculation about potential wins this year.
Historically, the Grammys have been criticized for overlooking not just K-pop, but boy bands and girl groups in general, often favoring acts with broader, traditional appeal. This has been evident in the snubbing of globally popular artists like One Direction and Fifth Harmony. Additionally, the Recording Academy’s voter demographics, previously dominated by older individuals with specific musical tastes, have posed challenges for acts that attract younger audiences, such as K-pop groups. Moreover, the language barrier often limited Korean artists’ chances to connect with voters.
BTS navigated these complexities by branding themselves effectively and producing songs that appealed to the Academy’s sensibilities. Their nomination for “Dynamite,” a fully English track, was a significant strategy in bridging this gap, leading to increased recognition for the group. Despite earning multiple nominations, BTS has not yet garnered a Grammy win, prompting new questions about whether the 2025 awards could finally break this trend for K-pop.
Rosé’s “Apt.” stands out as a strong contender this year, gaining unprecedented traction on pop radio and achieving streaming milestones that no prior K-pop artist has seen. The collaboration with Grammy favorite Bruno Mars, combined with its pop-rock sound rooted in live instrumentation, enhances its appeal to voters. Furthermore, Rosé’s solo status may allow her to sidestep the biases often faced by group acts, positioning her for success in both the Pop Duo/Group Performance category and possibly in the general fields.
Parallel to Rosé’s ascent, the global success of the Netflix sensation “KPop Demon Hunters” and its infectious soundtrack has amplified the visibility of K-pop. The soundtrack features the chart-topping hit “Golden,” enhancing the genre’s credibility and presence at the Grammys. The compelling narrative of K-pop’s dominance in U.S. music culture adds weight to the argument for awarding these artists, suggesting that 2025 might just be the year the genre finally receives its due recognition.
This year, both Rosé and the fictitious band Huntr/x are expected to make significant impacts at the Grammys, highlighting the thriving K-pop phenomenon. The potential for diversification of wins across different categories could serve to showcase the genre’s versatility, ensuring that the momentum generated by K-pop remains strong in the years to come. As anticipation builds for this year’s awards, there is a distinct sense of hope that K-pop artists will finally secure the prestigious accolades they deserve.