BTS’s Second Artist of the Year Win at AMAs Solidifies K-pop’s Global Mainstream Status, Sparks Grammy Buzz
K-pop achieved a remarkable milestone at the 52nd American Music Awards this year, securing 11 awards across the ceremony. The genre celebrated victories in every category where K-pop acts or related content received nominations, showcasing its burgeoning global influence.
The AMAs, hosted Monday at the MGM Grand Garden Arena in Las Vegas, witnessed K-pop artists and projects dominate several prestigious categories. These included the coveted Artist of the Year, Song of the Year, New Artist of the Year, and Best Music Video, underscoring K-pop’s expanding presence in the global mainstream music scene.
The American Music Awards are significantly shaped by fan engagement metrics, encompassing streaming numbers, sales figures, tour revenue, and fan voting. Industry observers regard this year’s AMA outcomes as a powerful testament to K-pop’s immense global fandom power and significant commercial impact.
BTS emerged as one of the evening’s most decorated artists, earning the Artist of the Year award, the ceremony’s highest honor. The global phenomenon also secured Song of the Summer with their hit “Swim” and was named Best Male K-pop Artist.
These latest triumphs for BTS arrive less than three months after the release of their fifth studio album, “Arirang.” This comeback marks the group’s first full-member return following the completion of all seven members’ military service in June 2025.
Competing against powerhouse nominees such as Taylor Swift, Bruno Mars, Lady Gaga, and Bad Bunny in one of the most fiercely contested categories, BTS’s victory emphatically reinforced the group’s enduring global influence. This win also marks BTS’s second Artist of the Year award at the AMAs, following their groundbreaking first win in 2021, where they also contended with Swift for the same prestigious title.
Culture critic Kim Sung-soo commented that these results clearly illustrate how K-pop is increasingly recognized as an integral part of the global pop mainstream.
“BTS winning Artist of the Year again is symbolic because it shows K-pop acts are no longer competing only within K-pop categories,” Kim Sung-soo told The Korea Herald. “What stands out this year is that K-pop-related artists and content performed strongly across major general categories as well.”
The critic further suggested that consistent recognition at major US music awards ceremonies could amplify industry attention surrounding BTS in anticipation of next year’s Grammy Awards.
“While the Grammys and the AMAs operate differently, repeated recognition at large American award ceremonies certainly helps build momentum,” he stated. “Considering BTS’s influence, their powerful fandom, and their commercial performance this year, discussions surrounding Grammy possibilities will likely continue.”
Elsewhere, Katseye emerged as one of the night’s most compelling breakout acts, clinching New Artist of the Year, Breakthrough Pop Artist, and Best Music Video for their track “Gnarly.” The Hybe x Geffen collaboration group also delivered a captivating performance of “Pinky Up” during the ceremony.
Netflix’s “Kpop Demon Hunters” also garnered multiple awards. The fictional girl group Huntrix’s “Golden” marked the genre’s inaugural AMA win this year with Song of the Year, continuing its success in the Best Vocal Performance and Best Pop Song categories. The film itself was honored with the Best Soundtrack award.
Twice earned the Best Female K-pop Artist award, adding another significant US accolade to their growing list amidst their ongoing world tour.
Kim Sung-soo highlighted the particular significance of this year’s results, noting that because the AMAs are “determined largely through fan engagement metrics,” these wins serve as a “direct reflection of global audience consumption and robust fandom activity.”
