And The Billboard Award goes to... not Bieber?

By ANNE KWOK '21

The Billboard Music Awards (BBMAs) is a music awards show held annually in May to commemorate famous artists for their achievements in album sales, streaming, song popularity, and social engagement. Dedicated attendees include Drake, Cardi B, Bruno Mars and the Canadian singer Justin Bieber. For years, Bieber has dominated the pop music industry by surpassing reputable names like Ariana Grande, Taylor Swift, Rihanna, and Shawn Mendes in the race to win the Top Social Artist category at Billboard. At the 2017 BBMAs in Las Vegas, viewers were shocked when with 300+ million votes, a Korean pop group called BTS broke Bieber’s 6-year winning streak of Top Social Artist. Beating Justin Bieber has led this previously obscure group to fast growing fame. This year, BTS has come to the BBMAs again with every intention of taking home the title of Top Social Artist 2018 for the second year in a row.

BTS consists of seven members, including singers, rappers, and dancers. Its music touches on themes of social expectations, female empowerment and mental health. The group performed at the BBMAs on May 21 and debuted their album Love Yourself: Tear. Topping the iTunes chart at #1, the new album presents a pounding title track, soulful ballads and Latin-inspired tunes, courtesy of a collaboration with Steve Aoki. Having attained incredible acclaim in Asia, BTS’ widespread fanbase is spurring the group to international fame; they have won countless music and popularity awards both in and outside of Asia. The sharp choreography, diverse skills, and charisma of the group have caught the eye of the likes of the Chainsmokers, Shawn Mendes, Tyra Banks and John Cena. The band further collaborated with American artists such as Wale, Desiigner and Steve Aoki. Interestingly enough, the youngest member of the group is an avid Belieber, and comfortably voices his love for the Canadian singer. They are set for their second world tour “Love Yourself” this coming summer.

What is the effect of having BTS break global records that had previously been held solely by American artists? According to Nicole Martins of Indiana University, “ ‘symbolic annihilation’ is the idea that if you don’t see people like you in the media you consume, you must somehow be unimportant.” Depicted in media as fanatically work-oriented and financially-devoted, Asians are left dismally underrepresented in mainstream pop culture. Ethnic representation is pivotal in this age and time; to many Asian youths, the band’s popularity sends an important message that anyone can conquer cultural barriers and be recognized internationally for their talent and artistry.