Mnet Asian Music Awards: new global platform for K-pop stars

By Kim Jae-heun

Mnet Asian Music Awards (MAMA), Asia's biggest music festival, is gaining in popularity and prestige. Often dubbed Asia's Grammy Awards, MAMA is out to make a big splash at the AsiaWorld-Expo Arena (AWE) in Hong Kong on Dec. 2.

CJ E&M, the creator of the seven year-old awards ceremony, will kick off the event with the largest-ever line up which includes some of the hottest names in Asia – rock band CNBLUE, boy band Bangtan Boys, boy group GOT7 and rapper Zion T. The host of the music festival, Mnet, has yet to reveal the full list of participating artists, but all the musicians nominated for the 17 awards are expected to be honored at MAMA. Notable participants include BIGBANG, EXO and SHINee.

Hong Kong has hosted the music event three times before. The city provides a geographical advantage for K-pop fans from Asia, being that it's an important center of global economy and culture.

The theme of 2015 MAMA is "The State of Techart (technology plus art)," which brings music and technology together in a fusion that promises to further the evolution of K-pop.

From top, boy band Bangtan Boys, rock band CNBLUE and boy band Got7 perform on Mnet shows in file photos.
/ Courtesy of CJ E&M

History of MAMA

MAMA was first launched in 1999 as an awards ceremony for music videos under the name of Mnet KM Music Festival (MKMF) and by 2006 became a solid platform for K-pop stars to reach global stardom. MAMA quickly gained popularity as it was aired in Korea, Japan and China in 2008 and played a pivotal role in leading the growth of the Korean music industry.

In 2009, the music festival changed its name to MAMA and began its Asian tour in Macau in 2010, then staged the ceremony in Singapore in 2011. Since 2012, MAMA has been held in Hong Kong at the Hong Kong Convention and Exhibition Centre (HKCEC) and AWE.

"MAMA is, without a doubt, Asia's No.1 awards ceremony and has developed into a music festival that the world now enjoys," said Shin Hyung-kwan, executive vice president of Mnet. "Last year, 10,000 fans filled the concert hall in Hong Kong and MAMA broadcast it across the world on platforms such as television and online and mobile devices.

"The number of votes counted for the awards set a new record too, with 68.46 million fans participating online from 210 countries, which was 4.5 times greater than the votes for the previous year," Shin added.

Mnet did not limit itself to Asia and invited global celebrities like Willi.i.am and Aple.de.ap of the Black Eyed Peas in 2011, Stevie Wonder and Paris Hilton in 2013 and John Legend in 2014.

What's new this year?

The most notable event this year is "2015 MAMA Nominees' Day & Night," which takes place a week prior to the awards ceremony on Dec. 2. The so-called "Pre-week" event will introduce Korean culture and relevant Korean products manufactured by medium-sized enterprises from Nov. 28 to Dec. 1 in Hong Kong.

In the day time, small and medium-sized businesses that have had difficulties securing overseas channel distribution, will get the chance to promote sales at Plaza Hollywood in the capital city by directly introducing their products.

Mnet will also exhibit the history of previous MAMA events while staging the 2015 MAMA nominees' cover dance performances. It will also host make-up demonstrations.

The clubs in Hong Kong's renowned amusement district Lan Kwai Fong, will play the music of the nominees' hit songs for fans to enjoy during the pre-week event.

"Last year, 56 small and medium-sized businesses participated in the 2014 MAMA and worked with 100 major buyers from China," Shin said. "We estimate 350 billion won ($303.529 million) worth of business, considering the earnings from the awards ceremony, promotions through the media, and financial spin-off from related-industries," Shin added.

Key awards

2015 MAMA nominated five groups for "best music video" award, the highlight of the music event. The leading candidates are BIGBANG and SHINee, the big name boy bands of two giant entertainment companies, YG Entertainment and SM Entertainment. Two girl groups, Wonder Girls and f(x) of JYP Entertainment and SM Entertainment, respectively, show strong personality in their music videos each to threat the two boy groups. A sole previous winner of this award, who does not belong to the big name entertainment firms, includes Dynamic Duo of Amoeba Culture in 2007 and Infinite, a seven-member boy band of Woollim Entertainment, is also expected to break the barrier.

Rumors

Fans are hoping that Psy, the star of the megahit song "Gangnam Style," will introduce his new song on the 2015 MAMA stage on Dec. 2. Psy's agency, YG Entertainment, announced on Nov. 3 that he will release his new album on Dec. 1, which is a day before the awards ceremony. The company did not say where he will stage his first return performance. Many think that MAMA is perfect for Psy to make his first return to the stage, as the whole world will be watching the show live. It has been five months since he released his sixth album "Psy 6 (Six Rules), Part 1," which is a world success.