When BTS ended Justin Bieber’s reign by profitable the Billboard Awards’ High Social Artist in 2017, a 12 months that additionally marked “the first big moment for K-pop on American television,” Ok-pop followers dared to hope. Marvel Women had develop into the primary Korean act to interrupt into the American Sizzling 100 virtually a decade earlier.
Since then, American award reveals have been catching up. The AMAs created the primary Ok-pop class in a big U.S. awards present in 2022. Nevertheless, as gifted because the artists are, American producers have by no means been in a position to absolutely showcase Ok-pop with the extravagance and artistic camerawork their Korean counterparts are recognized for. And face it: What makes music awards reveals (or any awards present, for that matter) value watching are thrilling performances and unscripted moments.
So when the MAMA Awards, Korea’s largest music awards present in scale and affect, got here to the Dolby Theater in Hollywood Thursday night time, it was a giant deal for followers of Ok-pop. The huge present, which has taken place in recent times in cities throughout Asia, could be hosted within the U.S. for the primary time in its 25-year historical past and unfold throughout three days. L.A. hosted the primary occasion in a extra intimate theater setting; on Nov. 22 and 23, it’s in Osaka, Japan’s Kyocera Dome.
“It was the early 2000s when I tried to have K-pop crossover to the States,” stated Park Jin-Younger, or J.Y.P., because the charismatic music government and performing legend is understood, at a press convention held the morning of the present.
J.Y.P., with Grammy winner Anderson .Paak, as a particular visitor, was introduced as one of many present’s inaugural performers. “I thought it was possible but not probable,” he says. “Back then, I always ran into someone trying to do the same thing, who made CJ ENM what it is today, Miky Lee.” CJ ENM is one in all Korea’s most influential leisure firms and producers on each KCON and the MAMA Awards.
“She has a genuine dream,” Park continues. “Not because it’s lucrative, she wants Korean culture to be disseminated throughout the world. We used to share a glass of wine at night and talk about what she wants to do and what I was doing, and 20 years later, she’s winning Academy Awards and our artists are being No. 1 on Billboard.”
Anderson .Paak performs on the MAMA Awards Thursday on the Dolby Theater.
(CJ ENM)
When requested about his upcoming efficiency with Anderson .Paak, J.Y.P. alluded to a deeper motive why elevated illustration in America is essential: It goes each methods. .Paak’s mom, a biracial Korean adoptee, was dropped at the States and raised by a black American household.
He was not uncovered to Korean tradition till he married a Korean lady. In a while, his son Soul Rasheed’s obsession with BTS led to .Paak’s collaboration with the group, and this 12 months, he wrote, directed and starred with Soul in “K-Pops!,” about an American musician making an attempt to revive his profession in Korea.
That stated, bringing a large multiday Korean awards present to the U.S. is a tall order. Park Chan Uk, head of CJ ENM Conference Enterprise, was cautious to not decide to a return go to, however the growth to the U.S., significantly Los Angeles, suits in some ways.
CJ ENM, which additionally places on KCON, has emphasised world growth. This is smart as Ok-pop is massive worldwide, virtually each group has at the very least one worldwide member, and all the key labels are launching teams explicitly aimed toward world audiences (J.Y.P. used the press convention to formally announce the relaunch of his American-based woman group, Vcha, in 2025). They acknowledge and make efforts to localize experiences for American followers.
J.Y.P. additionally emphasised tailoring experiences for native followers. This effort on the MAMA Awards launch in L.A. labored very properly in some methods however was perplexing in others.
For one, the American press is used to having extra entry to stars. CJ ENM’s livestreaming of the present included a red-carpet interview section hosted by American musician and media mogul Eric Nam. Whereas beloved Ok-drama star Park Bo-Gum was the official present host, the bilingual Nam did the heavy lifting; his fashionable L.A.-based “Daebak Show” podcast has ready him properly to alternate fluidly between Korean and English.
Though rookie superstars RIIZE had been included within the day’s earlier media occasion, questions had been restricted to the present itself. Other than a few on-camera moments with Billboard’s Tetris Kelly, American journalists who cowl Ok-pop commonly couldn’t interview artists or visitors on a separate crimson carpet, which is essential for producing pleasure, buzz and candid moments.
And whereas Korean producers are specialists at delivering clear, high-level manufacturing worth, they’re much extra protecting of their artists’ picture. That is comprehensible, on condition that followers maintain Korean pop stars to larger requirements of conduct. American followers like to tear down their artists, however the threshold for acceptable screw-ups is culturally totally different.
These variations had been on show as a bunch of American followers of RIIZE held a banner exterior the Dolby in protest of SM’s Leisure’s dealing with of a predebut photograph leak of member Seunghan. (Press was explicitly requested to not ask the group concerning the scenario, the leak and its subsequent fallout.)
Dustin Hoffman was amongst presenters on the MAMA Awards on Thursday on the Dolby Theater.
(CJ ENM)
Though surprises are enjoyable, it might have been not solely good publicity to announce award presenters Dustin Hoffman, NSYNC member Lance Bass and Da’Vine Pleasure Randolph forward of time but additionally an opportunity to ask about their curiosity in and reference to Korean tradition and Ok-pop.
Display screen legend Hoffman, who was heckled by an viewers member, did say he attendedKCON this 12 months along with his spouse.
However nonetheless, it was the performances that mattered most. New male artist winner TWS opened with a tribute to BTS, wowing later with a buoyant college theme that includes dancers from various backgrounds and an endearing look by honors band members from Los Angeles suburb Cerritos’ Tetlaff Junior Excessive.
Woman group Younger Posse introduced the throwback hip-hop vibes, whereas Illit introduced a fantasy stage to life with unicorn themes and complex expanded choreography to their hypnotic hit “Magnetic.” They had been later sweetly and emotionally shocked when introduced as new feminine artist winners.
In one other poignant second, Lee Isaac Chung, director of “Minari” and “Twisters,” offered the dance efficiency male group award to TWS after speaking concerning the significance of seeing his tradition represented as a second-generation child.
RIIZE, unfazed by controversy, flanked by native dancers, carried out powerhouse choreography to their hit “Get a Guitar” (Co-written by American songwriter Ben Samama), whose music video was shot in L.A., to the night time’s loudest screams.
Ok-pop group Katseye carry out on the MAMA Awards on the Dolby Theater in Hollywood.
(CJ ENM)
The stand-out efficiency was world woman group sensation Katseye, co-managed by Geffen Data. Together with the Los Angeles Rams cheerleaders, they blew everybody away with their commanding stage presence and on-point, intricate and athletic prowess.
Lastly, the most effective was saved for final: J.Y.P. acquired the Inspiring Achievement Award. Identified for his generally campy escapades (he’s in on the joke), he confirmed why he’s thought-about a legend. The 52-year-old runs probably the most profitable leisure firms on this planet, however you’ll be able to inform his past love is performing.
With a full band, he danced, sang his butt off and tickled the ivories whereas performing a medley of his solo hits, together with the retro “Easy Lover,” lastly bringing out .Paak for a cool drum solo. It was a back-and-forth musical dialog that recalled how entwined our two nations have been for the reason that Nineteen Fifties, when the Kim Sisters absorbed black American R&B to entertain U.S. troopers, then delighted American audiences on “The Ed Sullivan Show.”
The launch of MAMA U.S. wasn’t good, but it surely was an excellent begin. Nonetheless, each cultures crave a unbroken musical dialog, and American Ok-pop followers deserve an evening of celebration with the efficiency requirements Korean manufacturing is understood for, not only a one-off on American reveals that don’t perceive them. With its deep ties to Korean tradition, Los Angeles is the proper place for a everlasting MAMA Awards present that higher combines Korean know-how with American aptitude.
