Why Korean music awards are losing steam

K-pop phenomenon BTS performs at the Mnet Asian Music Awards (MAMA) held virtually on Sunday. Courtesy of Mnet

By Dong Sun-hwa

The Korean music scene is flooded with annual awards ceremonies ― Golden Disc Awards, Korean Music Awards (KMA), Gaon Chart Music Awards, Mnet Asian Music Awards (MAMA), Melon Music Awards (MMA), Soribada Best K-Music Awards, Genie Music Awards and The Fact Music Awards among many others.

Quite a few of them were launched after the country's three major broadcasters KBS, MBC and SBS eliminated their end-of-year music awards in 2006-7 over persistent disputes about fairness. The reason for the growth in the number of events is simple ― organizing music awards ceremonies is highly profitable.

According to industry insiders, all participants perform for free at such events in return for receiving prizes and being “honored.” Unlike other types of events, organizers do not have to give them much other than transportation fees in most cases.

Once the stars show up, event hosts can easily attract K-pop fans, who will even pay for the right to vote for their favorite singers in the competition, and sponsors, who are able to capitalize on their attention in the media.

Such an inundation of awards ceremonies, however, has stirred up a myriad of problems.

Music awards are losing credibility

K-pop girl band TWICE played gigs at MAMA, Sunday. Courtesy of Mnet

Too many awards have created a reputation problem for them all.

“With the emergence of several of what I would call unqualified awards, people have come to think that music awards in Korea do not deserve prestige and credibility,” Kim Jin-woo, head researcher at Gaon Chart ― one of Korea's most trustworthy album/streaming charts ― told The Korea Times. Kim also is one of the judges for the Gaon Chart Music Awards and the MAMAs this year.

“Many awards these days have failed to win the respect of the general public. Some of them do not reveal the name of the judges or they reflect the judges' subjective opinions to an excessive degree, while others conceal the weight of each evaluation criterion. Hence, even those awards that assess the candidates based on objective data are together thought to be lacking in credibility.”

Critic Han Dong-yoon, a writer for music magazine IZM, agrees. Han, who has been a judge for the KMA, says, for the awards to build credibility, organizers should choose credible judges with convincing credentials.

“Also, their names and voting results should be disclosed transparently, so there won't be any room for controversy,” he added.

Another big problem is “giving for the sake of giving.”

“The organizers have added so many redundant categories to give out prizes to as many stars as possible (as a means of bringing them to the events) and to avoid the fans' grievances, but this has been tarnishing their names,” Han pointed out.

“Numerous awards organizers are merely taking advantage of popular K-pop idols for their own benefit. It is now like a duty for the bands to take part in the awards despite their hectic schedules, because they can face disadvantages in the future if they skip the events.”

Fairness and diversity needed

K-pop boy band NCT performs at the MAMA, Sunday. Courtesy of Mnet

Nevertheless, experts predict the number of such events will continue to increase because there is no reason for organizers to give up such an important source of revenue. But the experts say, to keep the events interesting and relevant, the organizers should do more to earn credibility and prestige.

“The organizers need to devise more suitable evaluation criteria that takes into consideration both quantitative and qualitative data,” Kim said. “They should put digital streaming and album sales data first, but also have to include qualitative data to fully assess performers. They should also discover the best weighting for each criteria through trial and error and reveal them in the future.”

Pursuit of musical diversity is another key.

“As of now, the awards mostly invite popular K-pop acts that are making an international splash. Korean singers of other genres such as indie and rock are snubbed despite their musical prowess, so for more diversity and artistry, the organizers need to recognize talented musicians in all fields,” Han said.