KCON LA, a vibrant celebration of Korean music and culture, draws massive crowds and showcases emerging talent. This year’s event raised questions about the recognition of K-pop artists by major awards bodies.
KCON LA: A Celebration of Korean Music
KCON LA, a three-day convention and festival showcasing the best and brightest in Korean entertainment and culture, took over downtown Los Angeles during the first weekend in August. The annual gathering attracted 125,000 attendees, matching the numbers of industry staple Coachella. Despite the impressive turnout and evident impact, mainstream media largely overlooked the event. Unlike Coachella, Lollapalooza, and other major U.S.-based festivals, there were no typical burning questions posed in headlines: Did any performers solidify their Best New Artist Grammy bids? Are collaborations with major Western artists forthcoming? Are any stars on the rise?
The U.S. Awards Establishment and K-Pop
With rare exceptions, the U.S. awards establishment generally reacts with indifference towards Korean artists. However, KCON and its showcase artists are striving to change this narrative.
Five-piece boy group NOWZ, which debuted last year, exemplifies the level at which K-pop artists must perform to make an impression. Alongside popular K-acts like IVE and ZEROBASEONE, NOWZ performed during the opening night of KCON’s MCountdown Stage, the evening concert following each day of the convention. The early 20-somethings played two songs from their first EP, Ignition, delivering a polished performance filled with energetic dance moves.
BTS: The North Star of K-Pop
The ultimate benchmark for K-pop bands is, of course, BTS, who first graced the KCON stage back in 2014. However, it wasn’t until 2021 that BTS received recognition from major awards bodies in the U.S., earning their first Grammy nomination for their megahit single “Dynamite.” This nomination was historic for the Korean entertainment industry, marking the first time a K-pop artist was embraced by previously elusive Western awards. The fan response to the nomination was a mix of relief and frustration. “Dynamite” had become too significant to ignore, securing BTS their first Billboard Hot 100 No. 1, but was sung entirely in English, leading fans and industry experts to speculate that this was why it resonated with Grammy voters. By that point, BTS had already been in the industry for seven years, with four No. 1 albums on the Billboard 200. This late acknowledgment raised a troubling question: Were they only deemed worthy of acclaim by major awards bodies once they ceased performing in their native language?
Influences and Aspirations
When asked about their Grammy influences, multiple members of NOWZ shared that BTS, particularly their Korean work, had a profound impact on them. “I watched many of their concert videos and was truly moved by all their fans singing along,” vocalist Yoon stated. “It inspired me to become a singer with that kind of influence one day. Additionally, BTS’ album The Most Beautiful Moment in Life is a fantastic album full of stories about their youth, which I really enjoy.”
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NOWZ’s youngest member, Siyun, who raps in the group, was inspired by BTS during his training for debut. “Listening to their songs provided comfort and greatly inspired my skills,” he explained. “I also love their song styles and lyrics. I always feel like, ‘These lyrics are really emotional and poetic.’”
While the NOWZ members also mentioned several Western influences (they are fans of 22-time Grammy winner Kendrick Lamar and Best Rock Song nominees the 1975), they acknowledged other K-pop acts, including KCON alums like fellow boy group ENHYPEN, who have appeared at the festival multiple times over the years. Soloist Doyoung, whose song “Memory” was highlighted by Yoon as a must-listen track, performed the same night as NOWZ with his group NCT 127, one of the event’s headliners. Both ENHYPEN and NCT 127 have charted albums in the Top 10 of the Billboard 200 and received major accolades back home in Korea, yet they have not been included in mainstream U.S. awards discussions.
Breaking Through the Barriers
Despite the challenge of breaking through and achieving Grammy recognition, BTS has paved the way. They took to the KCON LA stage a year into their career with a statement performance. A decade later, they are five-time Grammy nominees, have sold nearly 850 million records worldwide, and their individual members are achieving No. 1 records. While these are impressive milestones, NOWZ can hopefully learn from the BTS playbook.
