BTS and the Shunning of Asian Pop Stars in America

[Hyooga]

BTS and the Shunning of Asian Pop Stars in America

The K-pop record-breakers can't get a foothold in the U.S. Do they even want to?

By Martin Tsai  |  July 6, 2017  |  2:50pm

 

 

 

 

 

On May 21, viewers around the world watched with mostly disbelief as Justin Bieber, Ariana Grande, Selena Gomez and Shawn Mendes had to concede the Top Social Artist award at the 2017 Billboard Music Awards to BTS, the winners in a landslide. The South Korean pop group garnered more than 313 million votes—75 percent of the total tally—to halt a six-year winning streak by Bieber, who got 23 million votes this time around.

 

The reaction—â€Who are these Asians?â€â€”swiftly ballooned on social media.

 

Click here to view the Tweet

Click here to view the Tweet

 

Buzzfeed reported that another (now deleted) tweet read, “Not trying to be racist, but you don’t see any American singer or band participating in a Korean award show so, like, BTS please just go back to Korea.â€

 

Of course, the two Canadian nominees in the category (Bieber and Mendes) have eluded this knee-jerk outrage and xenophobia, as has just about every Brit in American pop history from the Beatles to One Direction. It’s the type of blowback that ensues whenever a person of color upsets the cultural status quo—as when Barack Obama first ran for the presidency, when Jeremy Lin first played for the Knicks, or when Takuma Sato won this year’s Indianapolis 500 and prompted the now-fired Denver Post sports writer Terry Frei to tweet how that made him “uncomfortable.†Indeed, the American soundscape has proven to be a final frontier for Asians and Asian-Americans to find their footing.

 

Far from an overnight sensation, BTS have earned success that even ardent K-pop fans couldn’t have fathomed when the group debuted in 2013. Steadily amassing a following on both sides of the Pacific, the septet first earned Stateside exposure at the 2014 KCON in Los Angeles. Last October, their third album, “Wings,†moved 16,000 units in the U.S. in its first week of release and entered the Billboard 200 at No. 26—the highest chart position ever for a K-pop album. This spring, they sold out several American arenas on their The Wings tour. But despite their meteoric rise and Billboard Awards win, BTS has received virtually zero airplay and very little press in the U.S.

 

Angela Killoren, chief operating officer at the American branch of Korean entertainment and marketing empire CJ E&M, said K-pop suffers the stigma of pop music in general. “It’s this cultural sense of superiority, you know, the true musician versus the pop artist,†Killoren said. “Music critics probably are begrudgingly covering Taylor Swift to begin with. It’s about authenticity in our industry. For them to cover pop music from another culture, I think it’s just a bridge too far.â€

 

Susan Rosenbluth, senior vice president at Goldenvoice/AEG Presents, asked, “Is the major media operated mostly by people who are ethnocentric, or they are of an age where it just doesn’t hit their radar?†Her firm has served as the U.S. concert promoter for about 2,000 shows annually by both domestic and foreign acts, BTS’s “Wings Tour†included.

 

“Quite frankly, BTS is getting noticed because the social media is so strong for them,†said Rosenbluth, referring to BTS’s 4.7 million Facebook followers and 6.5 million Twitter followers. “I think it’s bigger than any general-market artist right now around the world. So it’s like, wow, wait a minute. We weren’t paying attention. Let’s pay attention. Media starts paying attention — except that the politics is so interesting right now. So the media starts paying attention, and then the marketplace follows.â€

 

No single by an Asian act has topped the Billboard Hot 100 since Kyu Sakamoto’s “Sukiyaki†in 1963. Don Ho and Yoko Ono seem to have been the token Asians on the American pop scene for decades, and Ono isn’t primarily known for her musical work. Asians haven’t fared better elsewhere in American pop culture; yellowface persists in Hollywood (“Aloha,†“Doctor Strange,†“Ghost in the Shell†are among the recent films criticized for putting white actors in “Asian†roles), and only one Asian-American-themed TV series, 1994’s “All-American Girl,†existed before 2015’s “Fresh Off the Boat.â€

 

Even with Japanese behemoths Sony and Matsushita buying their way into the American entertainment landscape in the late 1980s and early 1990s, Asian and Asian-American representation continued to lag. Sony introduced Japanese pop icon Seiko Matzuda to the U.S. market in 1990 with “The Right Combination,†her duet with New Kid on the Block Donnie Wahlberg. It peaked at No. 54 on the Billboard charts, but her subsequent English-language offerings foundered.

 

Matzuda’s diminishing returns on crossing over perhaps discouraged other prominent Asian pop stars from entering the U.S market. Indeed, the next wave wouldn’t hit American shores until a decade later, when Asian-Americans Coco Lee and Utada leveraged their immense overseas popularity in coming home.

 

 

 

 

“You have to have a lot of factors work in your favor for something to happen even when you have a good song, because the marketplace is so crowded,†Rosenbluth said of the chilly reception for K-pop icon BoA’s eponymous 2009 English-language debut. “U.S. radio has never embraced any of these songs.â€

 

In fact, many Asian-American artists have fled the U.S. and found stardom in Asia—though not without some unintended consequences. Since the 1990s, several K-pop groups have included token Asian-American members, due in part to the same America-worshipping that has fostered an immigration wave here. But U.S. citizens are exempt from South Korea’s career-stalling compulsory military service for men, and they can often speak accent-free English, which is useful if and when the acts do enter the global market. The American members of Girls’ Generation, the Korean girl group with more than 50 million records sold, certainly made an impression on Kelly Ripa while performing on “Live With Kelly†in 2012. “I’ve never seen such audience participation in my life,†exclaimed Ripa. Added co-host Howie Mandel, “Your English is very good.â€

 

In addition to enlisting American performers, K-pop has through the years commissioned American producers, songwriters, choreographers and music-video directors. Many Americans who have given a serious listen have wound up embracing the genre. The Los Angeles KCON has seen its attendance explode from 12,000 in 2012 to 73,000 in 2016. An additional 40,000 were present at the Newark KCON last year.

 

“For K-pop shows, which I’ve been doing for a few years now, I would say maybe half the audience is Asian-American or some part from that part of the world their families were, their ancestors were,†Rosenbluth said. “They are definitely people who are born in the U.S.A. for the most part.â€

 

In addition to Los Angeles and Newark, CJ E&M has produced KCON in Paris, Abu Dhabi, Mexico and Japan. It was K-pop’s burgeoning popularity in other parts of the world over the last decade that prompted many of its biggest stars to dip their toes in the U.S. market, including Rain (appearing on The Colbert Report in 2008), Wonder Girls (touring with Jonas Brothers in 2009) and Girls’ Generation (performing on “The Late Show with David Letterman†in 2012), Crayon Pop (opening for Lady Gaga in 2014).

 

“The shelf life for Korean K-pop stars is a little bit short, so that’s been a very, very big risk. It’s a huge opportunity cost in terms of the amount of time they spent in the U.S. for not much upside, versus all what they could have been doing in Asia to maintain their position.â€

 

“None of those guys really hit until they committed to doing English-language songs, English-language media, everything here, just really decamping to the U.S. to focus on that completely,†Killoren said. “The one group that probably thus far has really made a big effort on that was probably The Wonder Girls, and that did not go well for them. And the shelf life for Korean K-pop stars is a little bit short, so that’s been a very, very big risk. It’s a huge opportunity cost in terms of the amount of time they spent in the U.S. for not much upside, versus all what they could have been doing in Asia to maintain their position … They had all the right moves. They got on the tour. They slogged through being an opening act. They lived here. They trained. They made their music here. They did everything right, which is somewhat disheartening.â€

 

While well regarded and hugely popular in South Korea, Psy’s claim to American fame has been one viral music video. Despite that, many had hoped 2012’s “Gangnam Style†would finally help break K-pop into the American mainstream. But it’s perceived as little more than a novelty song five years later. Even the management acumen of Scooter Braun—the man instrumental in the careers of Bieber, Grande and Carly Rae Jepsen—hasn’t been able to help Psy advance in the U.S.

 

Perhaps that helps explain why, at the Billboard Awards, members of BTS dismissed the idea of fully entering the U.S. market. All the barriers broken and records shattered might still not be enough to alter the apathy toward Asians on the American soundscape.

 

“They are terrific and the most popular K-pop band in the world right now,†Rosenbluth said. of BTS. “I think if they wanted to cross over and do more, they will… I think it will take certain things like winning awards, being in the general-market eye, so to speak, by marketing their brand in the U.S. more, in Mexico more, in other parts of the world more than just on the Internet, and by virtue of the music that they put out in the future. [if] they wanted to sing more in English, they could.â€

 

https://www.pastemagazine.com/articles/2017/07/bts-k-pop-and-the-shunning-of-asian-pop-stars-in-a.html

 

[scoopula]

thats a long article but bts is the worlds boy group we been knew

[PrazzyJazzy]

"how did these asians wearing makeup beat ACTUAL FAMOUS PEOPLE"

 

You gotta have the IQ of a fruit bat if you think your faves don't wear makeup. ^

 

It's so funny how the US is so "woke" about racism and cultural appropriation, but discriminating against Asians is totally fine. Maybe they think East Asians can't read nasty tweets cuz their eyes are too small? Eugh. Hypocritical mess. 

[� redie �]

That was a long-ass read, I didn't think I would actually stay interested enough to read to the end lel

 

I think it goes without saying that trying to dominate the american music scene is not on their priority list but extending their international appeal, especially to western fans, is a goal.

 

Everyone says they can't ever compete with american artists and that's true but it seems like they're more concerned with personal growth then competition anyways. So, the bias against Asians in american entertainment probably won't hinder their progress considering the route they're taking right now

 

Thats my two cents

 

[glow]

This is very well written and thoughtful

 

The truth is that if it's not in English, American audiences won't listen to it unless it's a one-hit meme-type wonder to them (Macarena, etc)

 

The anti-Asian entertainment industry is also an issue, as is just general Xenophobia. Finally, the culture of Western masculinity has serious issues with Asian men and the entire concept of men wearing noticable makeup, like...it's such a complicated and contentious thing in the West

[Mingming 'Beto' Carlson]

I don't like BTS except probably for V because he is cute and weird but I support them on making their mark in the US. More power to Asians in America!!

[Kayou]

Its a good read, and don't agree with the last paragraph, no Asian acts will ever made it in the US as long as the mindset never change. 

[Meeks]

Asians are hugely ridiculed in the West. It's honestly absurd. Rather than being seen as a threat or a nuisance like other minorities, Asians are seen as a joke. A huge gag to laugh at and to ignore. So I'm glad BTS is being given so much attention. I hope they help ignorant people see Asians have worth in the West and that they shouldn't be taken lightly as a a joke. Whether you like them or not, BTS is doing something big to change view points and perceptions.

[Deviandrepepe]

Asians are hugely ridiculed in the West. It's honestly absurd. Rather than being seen as a threat or a nuisance like other minorities, Asians are seen as a joke. A huge gag to laugh at and to ignore. So I'm glad BTS is being given so much attention. I hope they help ignorant people see Asians have worth in the West and that they shouldn't be taken lightly as a a joke. Whether you like them or not, BTS is doing something big to change view points and perceptions.

That his true but there's much better representation of asian on tv and movie in the last 10 year. Im sure that with globalisation we will soon see an increase in music too. At the moment the public is open minded but as long as it fit their stereotypical views. So an Asian in an action movie as secondary character for exemple.

 

Serious question, How long for a triple A Disney/Marvel Superhero movie with a gay asian male lead?

Feel like ill be dead before it happens...

[Tiroriii~]

Long but interesting read, I don't stan but ofc I'm curious about how they do in the us just because they're kpop lol. Even if they don't smash, any measure of success can leave a positive footprint racially

[tuliphiccups]

This is very well written and thoughtful

 

The truth is that if it's not in English, American audiences won't listen to it unless it's a one-hit meme-type wonder to them (Macarena, etc)

 

The anti-Asian entertainment industry is also an issue, as is just general Xenophobia. Finally, the culture of Western masculinity has serious issues with Asian men and the entire concept of men wearing noticable makeup, like...it's such a complicated and contentious thing in the West

[removed929393303]

That his true but there's much better representation of asian on tv and movie in the last 10 year. Im sure that with globalisation we will soon see an increase in music too. At the moment the public is open minded but as long as it fit their stereotypical views. So an Asian in an action movie as secondary character for exemple.

Serious question, Hoq lon for a triple A Disney/Marvel Superhero movie with a gay asian male lead?

Feel like ill be dead before it happens...

Things are regressing a lil bit rn. The two Asian leads from Hawaii-50 just quit because CBS refused to pay them as much as their white costars.

[annoyingwombat]

it's true and well-written but i think the whole thing about "bts isn't getting any serious press or foothold in america" is a bit off because vogue, teen vogue, billboard, and rolling stone, as well as things like a teen magazine, fashion police, good morning america, and perez hilton are writing everything from member profiles to articles about their beauty routines so.......i think they're beginning to get their foot in there lmao

[fijiart]

I agree with the fact Asian Americans have a very hard time succeeding in pop music. But you can't force the American public to stan BTS....they are a boyband, the fact is a majority of the public is not going to care about them because of that.

[patricia1]

"how did these asians wearing makeup beat ACTUAL FAMOUS PEOPLE"

 

:(

[SugaJam]

it's true and well-written but i think the whole thing about "bts isn't getting any serious press or foothold in america" is a bit off because vogue, teen vogue, billboard, and rolling stone, as well as things like a teen magazine, fashion police, good morning america, and perez hilton are writing everything from member profiles to articles about their beauty routines so.......i think they're beginning to get their foot in there lmao

 

That's what surprised me as well, on top of that they arent being presented in a degrading terms or as a joke like we are so used to Asian being subjected to in the media. 

 

At this point they are still being treated like novelty because one, social media is still new and we are still learning about how powerful this influence can translate into the real world, and second, globalization and the rise of many East Asian countries have made these news media a bit more wary about what they write. 

 

I think at this point they just being treated like a trend, or something that gone viral in the US, and not like an actual musican/group. 

[First Order]

Korea complain about K-pop racism in the west but they themselves do the same for back people in Korea

[patricia1]

it's true and well-written but i think the whole thing about "bts isn't getting any serious press or foothold in america" is a bit off because vogue, teen vogue, billboard, and rolling stone, as well as things like a teen magazine, fashion police, good morning america, and perez hilton are writing everything from member profiles to articles about their beauty routines so.......i think they're beginning to get their foot in there lmao

 

 

woah

[dragonfly0915]

Bighit already said they have no intention of an American advancement, and frankly I agree with their plan. To think that the US market is the benchmark for "legitimate popularity" is absolutely ethnocentric. Kpop is popular in its own right, so why do any of these artists need to be popular in the US to be "truly" popular? Like you can have 50 million fans around the world, but your popularity is not "real" unless a certain number of them are American? It's just a laughable concept.

[Itskimchibitch]

I think it says a lot about the power of US media.

 

no one is waiting for a rising Asian star in uk, France, Germany, Canada etc even though those countries have a substantial Asian population, especially UK. the only opportunity Asians have outside of Asia is US. Asian Americans can't for white ppl to accept them, they need to create their own market within the west, kpop is small but it's a market. need more directors and producers, especially writers. the west will follow the US pop culture.

[Glou]

Interesting article, worth the (long) read, thanks! 

[CrimemasterGogo]

If the song is good then they could do well. These days people don't even know what group a song comes from. Kpop wants domination but without the effort. Also let's not talk racism. You takes someone else's culture and monetise it and then want respect without giving respect back. Stop doing blackface.

[Hyooga]

Bighit already said they have no intention of an American advancement, and frankly I agree with their plan. To think that the US market is the benchmark for "legitimate popularity" is absolutely ethnocentric. Kpop is popular in its own right, so why do any of these artists need to be popular in the US to be "truly" popular? Like you can have 50 million fans around the world, but your popularity is not "real" unless a certain number of them are American? It's just a laughable concept.

 

 

It's simply because K-Pop has broken all the powerful media consumers in Asia: Japan and China. Those frontiers have been penetrated already. Those have broken into those markets successfully.

 

The thing with Western validation and why its such a big deal is because no Hallyu act has been able to legitimately go mainstream in the US the way they have in China and Japan. It's the market they've been trying to decode for over a decade but can't solve. Some old K-Pop buddies of mine call it the Final Frontier because it's legit the only territory K-Pop has attempted to try but not succeed in (for Koreans it's always Japan, China and US for media)

 

Current idols can do record breaking activities in Japan and China (well not China right now...) and even exceed the achievments of their sunbaes. While such would be reported, the impact won't be as huge as being the FIRST ones to breakthrough. This was why BoA, DBSK, Kara became legendary because they were the pioneers. Same with EXO in China (in terms of mainstream).