Grammy Awards 2025: Zero K-Pop Nominations, Yet Signs of Hope Emerge

The 2025 Grammy Awards were held in Los Angeles on February 2, but there was no trace of K-pop. At the 67th Grammy Awards, Beyoncé won the Best Album award for her 2024 studio album “Cowboy Carter,” with Kendrick Lamar, Sabrina Carpenter, Lady Gaga, Bruno Mars, and others also receiving awards. The absence of K-pop is interpreted as a signal that this genre is moving away from its once dominant position in South Korea’s popular culture market. Although BTS achieved historic Grammy nominations in 2021, major groups such as BLACKPINK, SEVENTEEN, and Stray Kids have continued to be overlooked since then. In 2024’s Best K-Pop Performance category, lists including aespa’s “Supernova,” ZEROBASEONE’s “Good So Bad,” and Baekhyun’s “Pineapple Slice” did not feature TXT, Stray Kids, TWICE, IVE, SEVENTEEN, BIBI, or Rosé, sparking controversy. However, some analysts argue that Grammy Awards’ neglect of K-pop is not necessarily a negative sign, as key artists in the K-pop scene are entering new phases this year. BLACKPINK shifted to individual solo activities after ending its group contract with YG Entertainment in 2023. Lisa founded her own agency, LLOUD, in February 2024, and released several singles such as “Rockstar” (June), “New Woman,” “Moonlit Floor (Kiss Me),” and “Born Again.” The four members of BLACKPINK—Lisa, Rosé, Jisoo, and Jennie—are pursuing solo careers through their respective agencies, with plans to reunite as the best female K-pop group under YG for group activities. This year, BLACKPINK has announced new albums and a world tour. Former BTS members are also facing a significant turning point this year. All BTS members are set to complete their military service by June, which is expected to pave the way for the group’s potential return to active performances. Meanwhile, next-generation artists such as SEVENTEEN, IVE, and NewJeans are carving out their own paths, suggesting that this year could be a crucial turning point for the K-pop industry. Even as the Grammy Awards ignore K-pop, these artists’ global expansion and solo activities demonstrate that K-pop’s influence in the international music market has not disappeared. In fact, the shift from group-centered activities to individual artist-focused efforts likely enhances K-pop’s diversity and competitiveness.