Updated

Updated · Forbes · Jul 23

BTS Eyes 2027 Grammy Breakthrough With 3 Key Releases as New Asian Pop Category Opens

Updated

Updated · Forbes · Jul 23

BTS Eyes 2027 Grammy Breakthrough With 3 Key Releases as New Asian Pop Category Opens

Q: Will the Academy's new Asian Pop category finally give BTS a Grammy, or push the superstars to boycott the awards entirely?

It is more likely to trigger a boycott than deliver BTS a Grammy this cycle, because BTS has now publicly said it will not submit its music for the 2027 Grammys. That matters more than the category’s promise. On paper, BTS had one of its strongest Grammy setups yet: “Swim” was a major commercial force, debuting at No. 1 on the Billboard Hot 100 and topping both global charts, while the Korean-language version of “Normal” looked like a natural fit for the new Best Asian Pop Music Performance field. Arirang also gave the group possible entries in Best Pop Duo/Group Performance and Best Music Video. But the more recent reporting cuts against that scenario. BTS said in a coordinated social-media statement that it had “decided not to submit” and added that it hopes music is valued “rather than being divided by region or language.” That wording strongly suggests the new category itself is part of the problem. The Academy’s rule says the award is for pop recordings tied to Asian markets with meaningful use of an Asian language, which some critics see as recognition and others see as segregation from the main fields. If BTS holds to that decision through the Grammy entry deadline in August, the new category will not give the group a Grammy in 2027 because there will be no submission to nominate. If the group reverses course, it would immediately become a top contender, especially with “Normal.” For now, though, the evidence points to protest over participation.

Q: With a new Grammy category created for them, why might BTS refuse to submit their record-breaking comeback album in 2027?

BTS may refuse to submit *Arirang* because the group appears to view the new Grammy category, Best Asian Pop Music Performance, as a form of segregation rather than recognition. Multiple reports circulated on July 29 saying BTS decided not to enter any music for the 2027 Grammys. In a statement attributed to the group, they said they want music to be “heard and loved for what it is, rather than being divided by region or language.” That directly addresses the Academy’s new category, which is limited to pop recordings using at least one Asian language. The objection is broader than one award. Critics of the new category argue it could funnel Asian acts into a separate lane instead of treating them equally in the main pop and general-field races. For BTS, that concern is especially pointed because the group has already proven it can compete globally: *Arirang* topped the Billboard 200, “Swim” debuted at No. 1 on the Hot 100, and BTS already has five Grammy nominations in mainstream categories without a win. So even though the new field seemingly gives BTS a clearer path to a trophy, refusing to submit would amount to a public stand. It would signal that the group does not want its work rewarded under a region- or language-based label, particularly at a moment when *Arirang* is strong enough to contend on broader merits.

1 articles · Updated · Forbes · Jul 23

BTS could mount its broadest Grammy campaign yet in 2027, with comeback album “Arirang” and singles “Swim” and “Normal” giving the group multiple shots at nominations after 5 previous nods without a win.
The biggest new opening is Best Asian Pop Music Performance, a newly created category for songs meaningfully using at least 1 Asian language; BTS’s Korean-language version of “Normal” fits naturally and would award performers directly.
“Swim” is expected to anchor the campaign after debuting at No. 1 on the Hot 100, Global 200 and Global Excl. U.S., with possible submissions in Best Pop Duo/Group Performance or dance categories.
“Arirang” also gives BTS an outside album play after becoming another U.S. No. 1, while either “Swim” or “Normal” could return the group to Best Music Video.
A BTS win would still be historic: K-pop songwriters have won a Grammy, but no K-pop act has yet taken one as the named performing artist.