In 2024, K-Pop has continued to see a rise in popularity, with stars showcasing their talent and skills on a global scale. Yet, the recent K-Pop nominations for the annual Music awards for billboards sparked a heated debate.
On November 25 (local time), Advertising billboard announced the nominees for the awards and included four different K-Pop categories.
ENIPENE, BTS JiminBTS Jungkook, Stray children, AND TXT they are nominated as “Top Global K-Pop Artist”.
The “Top K-Pop Touring Artist” category has ENHYPEN, SEVENTEENand TXT.
For “Top K-Pop Album,” there is THE DOORSJungkook, Stray Kids (for two albums) and TXT.
Finally, the “Top Global K-Pop Song” has YOUJimin, Jungkook, Jungkook’s collaboration with Jack HarlowAND THE SERAPHINS.
After the nominations were shared, netizens noted that most of the artists were from HYBE, claiming that this could not be “serious”, and accused the company of buying its way to the awards.
every single candidate is under pressure, we should believe this is serious https://t.co/h5MHchzceY pic.twitter.com/op60KjfgWW
— zing (@iconzing) November 25, 2024
Hybe Payola goes crazy. Look how all these bangpd sons and daughters are, I’m crying 😂😭 https://t.co/zNtBsGi96m
— Sree (@restaanm) November 25, 2024
Hybe Payola is crazy https://t.co/H90KQCKCeF
— Áaron (@aaronsnible) November 25, 2024
oh hybe paid the way.. ready to be I will avenge you pic.twitter.com/lrEBcLdYv3 https://t.co/sIijk55yDyo
— ky (@misamotzus) November 25, 2024
I don’t usually believe in hybe conspiracies but this one https://t.co/n09nXp8Gqu pic.twitter.com/dPIjAlKa5t
— Take it TWICE 🍒 (@jihyogasm) November 25, 2024
Why are we surprised that the billboards named mostly (maybe even only) HYBE bands? Like you guys don’t know what goes on behind the scenes?
— October Girl (@Octobergirl2310) November 26, 2024
However, netizens were quick to respond to the accusations against HYBE artists.
On social media, fans shared that the criteria seems to fit the nominations as many HYBE artists performed well on the charts in 2024, as well as sharing the idols’ achievements. Others added that if HYBE could make “payola”, it would not do so for other awards, citing the recent omission of LE SSERAFIM from the MAMA Awards 2024.
“hybe payola” well that’s the BILLBOARD music award, often the nominees will be those who have done really well in the charts. what doesn’t click for y’all😭 https://t.co/2IdGjTB1z7 pic.twitter.com/OCv53wsJVR
— lmao⁷🎀winter ahead (@stillwizbangtan) November 25, 2024
People calling out “Hybe Payola” against SEVENTEEN’s recent BBMA nominations, especially their Touring nomination. When this is a group that currently holds the records for 1) most attended concert in Kpop history and 2) largest tour of any boygroup this decade. pic.twitter.com/0UxuwMlEFk
— Blue ★ Diamond¹⁷ (@13_Gems_17) November 25, 2024
sserafim get their first two hits on the Billboard Hot 100 in the same year and you say that’s a reward. at MAMA they get snubbed and you say they’re a flop. so Hybe can influence the most difficult ranking to enter, but couldn’t he buy himself a nomination in a local awards show? Safe.
— liya 💫 (@sseraliya) November 25, 2024
I mean, it’s obvious why a lot of hybe groups would be on the billboard: they’re always stronger internationally (especially in America) than domestically, save for one skz, twice and ateez and 2/3 of them are also nominated. Not everything is hybe payola, even Jesus rested
— ✧ soap ✧ (@venombytte) November 26, 2024
