Getty ImagesThe South Korean septet BTS has once again been crowned Artist of the Year at the American Music Awards (AMAs), securing the prestigious accolade for the second year running. This victory further solidifies their position as a global music phenomenon.
The “kings of K-pop,” as they are widely known, achieved this milestone just months after resuming their ambitious, billion-dollar world tour following a hiatus of nearly four years.
Beyond the coveted Artist of the Year award, BTS also clinched Song of the Summer for their track “Swim” and the award for Best Male K-Pop Artist. Their labelmates, Katseye, were recognized as New Artist of the Year.
The animated film “K-Pop Demon Hunters” saw its single “Golden” named Song of the Year, while Sabrina Carpenter’s album “Man’s Best Friend” earned her Album of the Year.
Getty ImagesSabrina Carpenter also received awards for Best Female Pop Artist and Best Pop Album. Justin Bieber was recognized as Best Male Pop Artist.
In the competitive Artist of the Year category, BTS triumphed over formidable contenders such as Taylor Swift, Bruno Mars, Bad Bunny, and Lady Gaga. Similarly, their song competed against hits from artists including Harry Styles, Tame Impala, and PinkPantheress.
Despite receiving eight nominations, Taylor Swift, who holds the record for the most AMA wins, left the ceremony without an award this year. However, PinkPantheress found success, winning Collaboration of the Year for her track “Stateside,” featuring Zara Larsson.
Zara Larsson also took home Breakthrough Album of the Year for “Midnight Sun.” Katseye continued their winning streak, securing two additional awards: Best Music Video for “Gnarly” and Breakthrough Pop Artist. Huntrix was also honored for Best Vocal Performance and Best Pop Song.
EJAE contributed to the night’s accolades by winning Best Soundtrack for “K-Pop Demon Hunters.” While she attended with Rei Ami, Audrey Nuna was absent due to prior professional commitments.
Getty ImagesVeteran rocker Billy Idol was honored with the Lifetime Achievement Award, following his recent induction into the Rock and Roll Hall of Fame. “We thought it may last only about six months, let alone 50 years,” Idol remarked before performing some of his iconic 80s hits.
The Black Eyed Peas received the award for Best Throwback Song for “Rock That Body,” a track from their 2009 album “The E.N.D.” While singer Fergie departed the group in 2018, she made a surprise and emotional reunion appearance at the event in Las Vegas. “What a moment,” she stated on stage, holding hands with her former bandmates. “I want to thank all of the fans for voting for this so I can stand up here right now with my longtime friends and brothers, the Black Eyed Peas. In honour of this special song, this era, Rock That Body, there’s so many memories along the line with that.” She also humorously thanked fans for making TikToks and Instagram videos, ensuring her son would add their song to his playlist.
The Pussycat Dolls also delivered a nostalgic performance of their 2005 hit “Don’t Cha,” with a special appearance by Busta Rhymes, who also presented a medley of his own greatest hits.
Getty ImagesTeddy Swims, nominated for “Gone Gone Gone” alongside David Guetta and Tones And I, also performed a selection of his popular tracks, including “Mr Know It All.”
Other notable winners of the evening included Sombr, SZA, Kendrick Lamar, Cardi B, Bad Bunny, Twice, Shakira, and Bruno Mars.
Queen Latifah hosted the event, which also featured performances by Katseye, Keith Urban, New Kids on the Block, and Twenty One Pilots.
Sombr, who secured three awards including Best Rock/Alternative Song for “Back to Friends,” shared his gratitude: “I wrote this song when I was 19 and depressed all by myself in my bedroom. So being here, I never would have expected that.”
The American Music Awards nomination process is based on commercial performance, but the ultimate winners are determined solely by public vote, cast via the AMA website and social media platforms.
Getty ImagesThis fan-centric voting system highlights the power of dedicated fan bases, and perhaps none are as formidable as the “BTS Army.” Millions of devoted followers worldwide meticulously track the band’s activities, filling stadiums, flooding radio stations with requests, and orchestrating online campaigns to boost streaming numbers and chart rankings.
The official fan collective, known as the “Adorable Representative M.C. for Youth” (ARMY), is a global, decentralized network credited with propelling the group’s extraordinary success. “ARMYs, we did it once again!” exclaimed RM, the band’s leader, during their acceptance speech. “Since this is a fan-voted award, our biggest thanks and gratitude, as always, go to ARMYs all over the world.”
Already the most successful K-pop group in history and a major global music act, BTS has amplified its momentum with the release of its fifth studio album, “Arirang,” in March. The band had previously taken a break in 2022 for mandatory military service.
Mark Savage, a music correspondent, described “Arirang” as a “genuine return to form,” noting that the group had “rekindled the fire” that led to their earlier achievements. “We’ve had such an overwhelming response to this album,” shared J-Hope during the AMA acceptance. “Honestly, thank you for embracing ‘Arirang’ and every single song on this album. We’re so grateful.” Jimin added, “Thank you for following us on tour and showing us so much love in every city. And to all the ARMYs who always support and love us, thank you. We love you.”
Their current tour, traversing the United States, will culminate in a return to Busan, South Korea, in June, coinciding with their 13th debut anniversary.
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Business Style Takeaway: The unprecedented global reach and dedicated fan engagement demonstrated by BTS at the AMAs underscore the critical importance of understanding cultural touchstones for international market penetration. Brands and executives must recognize how deeply rooted fan communities and authentic cultural expression can drive commercial success and shape consumer loyalty in a globalized economy.
Original article : www.bbc.com