By Shim Sun-ah
K-pop sensation BTS, the groundbreaking South Korean group, has once again secured the coveted top honor at the American Music Awards (AMAs) this year. Held in Las Vegas on Monday (U.S. time), this marks their second win, making them the sole Asian artist to achieve this remarkable feat, following their historic first win in 2021.
The 2026 AMAs saw fans casting decisive votes for nominees selected based on streaming figures, album sales, digital purchases, and radio airplay. This outcome powerfully underscores the enduring strength and exceptional organization of the BTS fanbase (ARMY), even amidst the group’s nearly four-year hiatus as members fulfill mandatory military service.
Marking their highly anticipated return on March 20, BTS unveiled their fifth studio album, “Arirang.” The album immediately dominated the charts, securing the top spot on the Billboard 200 for an impressive three consecutive weeks. Its lead single, “Swim,” further solidified their global impact by becoming the group’s seventh track to hit No. 1 on the prestigious Billboard Hot 100.
This fan-driven format of the AMAs presents a stark contrast to the Grammy Awards, where approximately 15,000 voting members of the Recording Academy select winners. The Grammys place a significantly stronger emphasis on critical musical assessment by industry peers.
Despite numerous Grammy nominations, including three consecutive nods for “Best Pop Duo/Group Performance,” BTS has not yet secured a Grammy win. This notable gap persists even as the group consistently garners prestigious trophies at other major U.S. music awards, such as the Billboard Music Awards and the MTV Video Music Awards.
The album “Arirang” could signal a strategic move to bridge this Grammy gap. Unlike their English-language hit “Butter,” which famously secured their first AMA top prize, this new album deliberately integrates traditional Korean elements. It features the iconic melody of the folk song “Arirang” and the resonant sound of the historic Bell of King Seongdeok, indicating a significant shift towards more artistic, culturally rooted work from the globally renowned group originating from Korea.
Several industry observers suggest that this artistic evolution in “Arirang” may resonate more favorably with Grammy voters, who are often perceived to prioritize intricate album craft and artistic merit over sheer chart performance.
“The Grammys might now open the door for BTS in the ‘Best Pop Duo/Group Performance’ category,” noted pop music critic Lim Jin-mo. He added, “While it remains a mainstream category rather than one of the general field awards, such a win would still be immensely meaningful for the group.”
Lim Jin-mo further opined that BTS stands a chance for recognition in one of the Recording Academy’s top six coveted categories, potentially even “Album of the Year.” However, he expressed a slight reservation: “It is somewhat disappointing that ‘Arirang’ doesn’t feature a standout track that immediately captivates listeners.” He suggested that BTS might consider releasing a new single swiftly to amplify its widespread public impact.
The prestigious 69th Grammy Awards ceremony is slated for Feb. 7 next year in Los Angeles. The eligibility window for submissions to this upcoming ceremony is set to close in late August, with the highly anticipated nominations expected to be announced in November.
BTS is anticipated to submit their latest studio album, “Arirang,” and the hit single “Swim” for consideration across numerous Grammy categories. Notably, the group’s seven members themselves are eligible Grammy voters, joining other influential figures such as Hybe Chairman Bang Si-hyuk, producer Pdogg, Tomorrow X Together’s Yeonjun, and Le Sserafim’s Huh Yun-jin.
