The Recording Academy’s new Best Asian Pop Music Performance category has already sparked debate ahead of the 2027 GRAMMY Awards. While the new award is expected to bring more Asian artists into the spotlight, two of K-pop’s biggest names have taken a different route.
BTS and Stray Kids have chosen not to submit their music for the upcoming GRAMMYs. But several Kakao <a href="https://comicvibe.com/itw-universe-rolls-out-ai-powered-media-planning-tool-for-sports-and-<a href="https://comicvibe.com/jiostar-hires-three-senior-leaders-for-entertainment-digital-ad-sales/” title=”JioStar hires three senior leaders for entertainment digital ad sales”>entertainment/” title=”ITW Universe rolls out AI-powered media planning tool for sports and entertainment”>Entertainment-linked groups, including IVE and KiiiKiii, are sending in their submissions, creating a striking divide that has left fans asking why.
Why did the GRAMMYs create an Asian Pop category?
The Best Asian Pop Music Performance category is a new addition to the 2027 GRAMMY Awards, created to recognise the growing global influence of Asian music.
However, the category has also faced criticism from those who believe it could separate Asian artists from established mainstream fields such as Pop Duo/Group Performance or Record of the Year.
BTS’ decision not to submit has added weight to that discussion. The group said it wants music to be loved for what it is, “beyond regions or languages.” Following them, even Stray Kids decided not to submit to the GRAMMYs.
Kakao-linked groups take a different approach
While BTS and Stray Kids are sitting out, groups linked to Kakao Entertainment and its wider label network are submitting music for consideration in the new category.
IVE and KiiiKiii are among the names entering the race, while other artists associated with Kakao-linked labels such as SM Entertainment are also part of the submissions.
That difference in strategy is what caught the attention of fans, who began looking into the people and companies connected to the new award.
What is the Kakao Entertainment connection?
Fans on Reddit and X (formerly Twitter) have pointed to Recording Academy CEO Harvey Mason Jr.’s previous work with SM Entertainment.
Mason worked with SM Entertainment as a music producer before taking on his executive role at the Recording Academy.
SM Entertainment is now majorly backed by Kakao Entertainment, creating a connection that fans have highlighted while discussing the new category.
The professional relationship is documented, but it does not establish that Kakao Entertainment influenced the creation or rules of the award.
Fans question whether the category favours Kakao-linked acts
Some fans have gone further, speculating that the category’s regional and linguistic requirements could create a more straightforward route to GRAMMY recognition for Kakao-linked artists.
Others argue that the new award could effectively keep major Asian acts away from the GRAMMYs’ established mainstream categories.
There is no evidence in the material provided that the category was designed specifically to benefit Kakao Entertainment or its artists. Those claims remain fan speculation.
What has the Recording Academy said?
The Recording Academy maintains that the category was created in consultation with Asian music leaders to recognise the growing global impact of Asian music.
The debate, however, is unlikely to disappear quickly. With different K-pop companies taking different positions on the new category, fans are now examining not just the GRAMMY submissions but also the industry relationships surrounding them.
