Asian and Asian American artists' AMA wins signal changing music industry

K-Pop sensation BTS won major recognition at the AMA awards show.

Asian and AAPI artists dominated the American Music Awards, smashing records and rewriting the narrative on mainstream music's biggest night. From K-pop global icons to R&B heavyweights, the Asian American and Pacific Islander community didn't just show up—they swept.

Here is how our community made their presence known at the AMAs:

In the midst of their first tour since fulfilling their mandatory military service, the global phenomenon BTS continued their historic AMA legacy, adding three more massive trophies to their collection:

• Artist of the Year
• Best Male K-Pop Artist
• Song of the Summer for their track "SWIM"

Filipino-Puerto Rican superstar Bruno Mars continues his reign as an R&B powerhouse, dominating the genre categories with major wins:

• Best Male R&B Artist
• Best R&B Album for The Romantic
• Best R&B Song for his track "I Just Might"

Next-Gen AAPI trailblazers take the stage

The night also belonged to first-time AAPI voices and collaborative powerhouses who broke barriers in the general fields:

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• The Singing Voices of HUNTR/X (Featuring Korean-American vocalists Ejae, Audrey Nuna, and REI AMI): Took home the coveted Song of the Year, Best Vocal Performance, and Best Pop Song for their breakout track "Golden". Singer EJAE also secured Best Soundtrack for “KPop Demon Hunters”.

• KATSEYE: The recognition as New Artist of the Year cemented the Kpop-inspired girl group's rising global presence. The group won Best New Artist, Best Music Video, Breakthrough New Artist.

• Raja Kumari: She shattered glass ceilings as the first artist of Indian origin to win an AMA, recognized for her stellar collaboration on the track "Renegade (We Never Run)."

• During their acceptance speech, the Filipino American Sophia Laforteza took a moment to acknowledge the artists who helped pave the way for globally minded groups like Katseye. “We want to give a special shout-out to BTS tonight for inspiring us to represent our culture at a global scale,” she said , closing her speech with “Maraming, maraming salamat!”

During KATSEYE's acceptance speech, Filipino American member Sophia Laforteza took a moment to acknowledge the artists who helped pave the way for globally minded groups like Katseye. “We want to give a special shout-out to BTS tonight for inspiring us to represent our culture at a global scale,” she said , closing her speech with “Maraming, maraming salamat!”

Perhaps the emotional highlight of the evening was the reunion of the Black Eyed Peas. Fergie reunited on stage with will.i.am, Taboo, and apl.de.ap to accept the newly created AMA for Best Throwback Song for their 2009 hit, "Rock That Body."

During the AMA show, Black-Eyed Peas' Apl.de-ap thanked the group's Filipino fans.

 Apl.de.ap gave a proud shoutout to Filipino fans during the broadcast, stating, “Thank you to all the fans around the world who voted for this song, ‘Rock That Body.’  “Maraming salamat, mahal ko kayo, mabuhay ang Filipino.”

        FYI: For the complete list of AMA winners, click here.

Fergie, who left the group in 2018 for a solo career, gave a sweet shoutout to her 12-year-old son Axl and told the group she was "so happy to be reunited again with my brothers."

The announcement of their award was greeted with a standing ovation and sparked a social media frenzy hoping for a permanent reunion but no announcement about getting back together was forthcoming.

View from the edge

Forget the days when a global act would score a flash-in-the-pan debut, only to plummet into obscurity the following week once the superfans stopped clicking. In 2026, our community is exhibiting some serious staying power on the Billboard charts, and the mainstream industry has no choice but to change the way it counts the numbers.

Mega-groups like BTS are proving that international acts possess long-term commercial endurance. Their 2026 track "SWIM" didn't just spike upon release; it went on to become the longest-charting song of the year in the Top 10 of both the Billboard Global 200 and Billboard Global Excl. US charts.

Over on the Billboard Hot 100, the trio of Asian American powerhouse singers EJAE, Audrey Nuna, and Rei Ami (the voices behind Netflix's K-Pop Demon Hunters) completely took over the airwaves. Their anthem "Golden" locked down the #1 spot for eight weeks, a history-making run that deservedly earned them Billboard’s 2026 Women of the Year honors.

KATSEYE, performed 'Pinky Up' at the AMA show.

Instead of waiting for traditional Western record labels to slowly "incubate" or introduce foreign acts to the American public, a new wave of mobile-first fandoms is launching artists onto the charts instantly. Multilingual groups like KATSEYE, Stray Kids, and aespa are landing on U.S. streaming charts on day one, erasing the historic "lag time" between overseas success and American recognition.

The sheer volume of global streams has forced major trade publications to adapt. With platforms altering data collection metrics to track 360-degree, multi-platform engagement, our digitally native, highly organized fandoms are leading the charge in how modern chart success is measured.

Groups like BTS are attracted thousands of fans in Mexico City in short notice to an appearance with Mexico's President and during their California stops on their worldwide tour, the group had their diverse fans singing along in Korean.

The Billboard 200 albums chart is increasingly occupied by hybrid localized acts. By mixing Western pop styling with international production and multilingual lyrics, these cross-border entities are proving that multiculturalism is highly marketable to general American audiences.

The best example of this international fusion was when  R&B artist Bruno Mars joined Black Pink's Rose for their international hit APT.

Change in the music industry, in terms of representation, is occurring at the speed of light. It can't come soon enough. Now, if only the Grammys will catch up to the international nature of the music industry.

EDITOR'S NOTE: For additional commentary, news, views and chismis from an AANHPI perspective, follow me on Threads, on X, BlueSky or at the blog Views From the Edge. If you find this perspective interesting, please repost.

K-pop makes small inroad at the Grammy's; Bruno, Laufey and Paguia represent

It’s official: When it comes to the Grammys, the Recording Academy is still playing the same tired game of "look, but don't touch" with K-pop.

Despite Rosé and Bruno Mars practically blowing the roof off the building with their opening performance of "APT" at the Grammy awards Sunday, the night ended in a way that felt all too familiar to anyone who’s been paying attention.

Katseye's performance of their hit "Gnarly" nominated Best New Artist and Best Performance by a duo/group, reinforced the high energy and entertainment value of K-pop.

If you’re feeling a sense of déjà vu, you’re not alone. This year’s shutout of Rosé in the major categories—losing Record of the Year and Song of the Year—mirrors the frustrating history of BTS at the Grammys. For years, the Academy used BTS for ratings, inviting them to perform "Dynamite" and "Butter," yet repeatedly denied them a win in the Best Pop Duo/Group Performance category.

A trophy for K-pop

There was one win, however: the Grammys finally "gave" K-pop a trophy this year, but even that felt like a backhanded compliment. The win for "Golden" from the KPop Demon Hunters soundtrack happened in the Visual Media category during the pre-show, away from the main stage.

The team for "Golden" meant Grammys for EJAE (Kim Eun-jae), the Korean-American singer, songwriter, and producer, also known as the voice of character Rumi and her co-singers Korean Americans Audrey Nuna and Rei Ami; producers Teddy Park and Park Hong Jun and Yu Han Lee, Hee Dong Nam and Jeong Hoon Seo, songwriters and producers.

Laufey
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There were other winners

Asians were not completely shut out at the Grammy's.

Everyone's favorite Asian Icelander, Laufey, won a Grammy for Best Traditional Pop Vocal Album.

“I owe everything to my music education, to my arts education … we cannot cut arts funding, it’s so important. What you all do here is so important. I love you all so much,” she told the crowd.

The trophy balances out the Grammy she won last year.

Additionally, Marco Paguia, the Filipino American music director/pianist and the original cast of the Buena Vista Social Club. won Best Musical Theater Album for their work on the Broadway musical.

Paguia's Grammy win, follows the Tony Awards’ Best Orchestrations and a special Tony  that he earned last June for his work on the Buena Vista Social Club.

Let's not forget that Bruno Mars energy. Besides singing with Rosé at the show's opening, he had everyone dancing to his new song "I Just Might," which he debuted last night. It's almost a given: he'll be among the nominees next year.

SCREEN CAPTURE

The 6-member K-pop group Katseye performed at the Grammys Sunday night.

View from the edge

For K-pop, the pattern is clear: the Academy loves the global viewership and the high-octane energy K-pop brings to the telecast, but they still refuse to grant these artists the "prestige" of a General Field win. 

Rosé was good enough to open the show, but apparently, her historic impact wasn't "enough" to take home the hardware.

The Grammy's problem is that it tries to be all things to all genres, and when a new genre comes along like K-pop, it doesn't know how to categorize it. "APT" and "Gnarly" tried to bridge the gap with English lyrics, but, apparently, to no avail. However, "Golden" was able to break through which perhaps signals an opening.

Years ago, the recording industry was criticized for not recognizing country music and hip-hop so it had to make new categories to give those genre's their deserved recognition. The academy had the same problem with Latin music and gospel. The solution was the same.

Does the Academy need a complete overhaul of its voting block to finally recognize K-pop as global pop, or are these "performance-only" invites just the new normal?

EDITOR'S NOTE: For additional commentary, news, views and chismis from an AANHPI perspective, follow me on Threads, on X, BlueSky or at the blog Views From the Edge. 

Grammy nominees Rosé, Katseye and Demon Hunters are breaking barriers

Bruno Mars and Rosé are nominated for Grammys

The 2026 Grammy nominations are out, and it's a game changer for K-pop. We're talking history in the making, folks. This isn't just about a nomination here or there in some niche category; this is about breaking into the mainstream, the real deal.

The music powers-that-be, the Recording Academy itself, finally seem to be waking up. For years, we saw BTS get nods, which was great, but it always felt a little... contained. Like they were testing the waters.

Now? They've opened the floodgates.

The biggest story has to be Rosé of the K-pop female group Blackpink. Her collab with Filipino American Bruno Mars, "APT.", is everywhere, and for good reason. It's a fantastic track. It's earned nominations for:

• Record of the Year
• Song of the Year
• Best Pop Duo/Group Performance

Think about that for a second. General field categories! This is the first time a K-pop idol has had a song nominated for the biggest awards of the night. That's a huge moment, a real cultural shift.

Ethnically, Rosé is Korean, but she was born in Australia and has dual citizenship in Korea and New Zealand where she calls home.

But it doesn't stop there. There's this song "Golden" from the K-pop Demon Hunters soundtrack—yes, you read that right, a soundtrack—performed by this fictional animated group HUNTR/X. 

The real-live singers providing the voices of the animated characters are Korean Americans EJAE, Audrey Nuna, and Rei Ami.  EJAE brings Rumi’s vocals to life, the genre-blending artist Audrey Nuna sings as Mira, and alt-pop rapper Rei Ami performs as Zoey.

FYI: The 68th Annual Grammy Awards nominations were announced on Nov.7, 2025, and the awards ceremony will take place on Feb.1, 2026. It can be viewed on CBS or stream it live and on demand through Paramount+.

They also landed nominations for Song of the Year and Best Pop Duo/Group Performance, plus Best Song Written for Visual Media. This is the first girl group Song of the Year nod in nearly two decades! Unbelievable.

And then we have KATSEYE, the new global group from HYBE. They're up for Best New Artist and Best Pop Duo/Group Performance for their single "Gabriela." This is a group formed through a reality show, showing the global reach of the K-pop system.

Leader Sophia was born in the Philippines; main dancer Daniela is American with Venezuelan and Cuban roots; all-rounder Megan is from Hawaii with a Singaporean Chinese mother; the charismatic Manon is Swiss Ghanaian; vocalist Lara is Indian American; Yoonchae (the youngest of the group at 17) is Korean.

What does all this mean? It means the Grammys are finally judging K-pop on its artistic merit, not just as a side attraction for the fans. It's no longer just a "phenomenon"; it's legitimate music being recognized at the highest level.

The K-pop group Katseye are up for Best New Artist Grammy.

Besides the multi-Grammy winner Bruno Mars, who teams up with Rosé in their hit single, other Asian artists are:

• Carolyn Kuan: The conductor of the American Composers Orchestra is nominated for Best Opera Recording for the work "Huang Ruo: An American Soldier."

• Huang Ruo: The composer of "An American Soldier" is also recognized in the Best Opera Recording category.

• Hue Park, a South Korean musical lyricist, for the Broadway musical Maybe Happy Ending in the Best Musical Theater Album category.
• Charu Suri, an Indian American jazz pianist, for Best Contemporary Instrumental Album.
• Dijon, a Guamanian American producer/artist who is nominated for Producer of the Year, Non-Classical, as well as for his contributions to Justin Bieber's album in the Album of the Year category. 

Perhaps it was no coincidence that graphic artist Masaki Koike helped announce the nominations. The Grammy awards this year are historic in another way. It is the first time the Grammy spotlight is shining on K-pop girl groups. Previously, only the male gorup, BTS, has received Grammy recognition and honors.

The Grammy nominations is a victory not just for the artists, but for the entire genre and its global fanbase. 

Zooming up to the 25,000 feet level, it means Americans and the rest of the world are seeing Asian and Asian American artists influencing the lives of the global village in ways we couldn't predict just a few years ago. Perhaps it means a door is creaking open towards acceptance, appreciation and acknowledgement -- not just for entertainers, but for all of Asians, Asian Americans, Native Hawaiians and Pacific Islanders at all sectors of society.

It's about time. The world is watching, and K-pop is taking center stage. 

EDITOR'S NOTE: For additional commentary, news, views and chismis from an AANHPI perspective, follow me on Threads, on X, BlueSky or at the blog Views From the Edge. 

Gap answers American Eagle's Sydney Sweeney ad with Katseye's diversity

K-pop group Katseye members team up with  Gap emphasizing diversity.

Rival jean-makers have been sucked into the culture wars dividing America with contrasting messages in their advertising. 

Gap's new ad is in response to American Eagle's Sydney Sweeney campaign is titled "Better in Denim" and features the global girl group Katseye dancing to Kelis's "Milkshake". 

The ad was released on August 19, 2025, and is praised for its diversity, individuality, and a positive message of self-expression. Its inclusive approach and inclusion of the iconic song are seen by many as a direct, yet subtle, contrast to the American Eagle campaign, which faced criticism for its perceived lack of diversity.

Critics accused the ad of evoking eugenics, a discredited theory that the human race can be improved by breeding out less desirable traits.

American Eagle's ad slogan, "It's in the jeans," is a play on words of a common quote: It's in the genes." Featuring actress Sydney Sweeney, who is white, plays into white nationalists message of the alleged superiority of those of European descent.

Although it takes months to launch an advertising campaign, the Gap ad campaign was interpreted as a direct response to Sweeney's "all-American" (Read: "white") look. Katseye's Sophia, who is the sextet’s leader, is Filipino; Lara is Asian Indian; Manon is Swiss/Italian/Ghanaian; Daniela is Venezuelan Cuban; Yoonchae is Korean and Megan is Chinese/Singaporean American.

“Gap didn’t ask us to fit in — they invited us to show up as we are,” said Katseye.
“The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”

Gap unveiled “Better in Denim,” its Fall 2025 campaign starring thel girl group Katseye. Set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduces low rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blu,. directed by Bethany Vargas and shot by Bjorn Iooss.According to a Gap press release, the campaign captures the spirit of individuality — championing denim as a canvas for self-expression, unity, and style that transcends generations.

Even though Katseye conjures up comparisons to K-pop girl groups, the sextet is based in Los Angeles.With over 22 million followers, a growing global fandom, and Billboard-charting singles, Katseye is one of the most buzzed-about new acts in music. 

The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities. Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style.

“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim” said Mark Breitbard, President and CEO, Gap brand. “Partnering with Katseye was a natural fit, we share a bold, expressive and inclusive point of view. ‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

        FYI: View Katseye in denim looks

Though American Eagle tried to emphasize the word "jeans" with "genes," to cloths maker argument is weak when in the ad, Sweeney, says: "Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour. My jeans are blue."

American Eagle tried to defend itheir campaign as an ad about jeans which debutd in late July. But the underlying message, intentional or not, sparked a debate over race and beauty standards raising societal memories of Adolf Hitler's ideal of Aryan perfection: blond, blue eyes and white skin.

The comparison of the two ad campaigns grew more heated when Donald Trump weighed in his preference: "Sydney Sweeney, a registered Republican, has the HOTTEST ad out there," he posted on  Truth Social. "Go get 'em Sydney!"

Even before Trump added his 2-cents, and before the debut of the Gap ad, the AE ad had been the focus of conservative media with some suggesting the ad had been not only a great promotion for American Eagle - but also for the political party.

With over 22 million followers, a growing global fandom, and Billboard-charting singles, Katseye is one of the most buzzed-about new acts in music. The six-member group blends individuality, cultural diversity, and pop innovation—styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities, states a Gap press release.

"Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style," says The Gap.

“Partnering with Katseye was a natural fit, we share a bold, expressive and inclusive point of view," said The Gap's Breitbard. "‘Better in Denim’ is the best expression of who the brand is today — fresh, relevant, original, and undeniably Gap.”

The six-member Katseye debuted in June of this year, with their track "Debut." The tongue-in-cheek pop song is part of their first EP SIS which stands for “Soft Is Strong”. Touch, the track that has gone viral on Tiktok, can also be found on SIS, along with three other songs that give us an opening peek into what Katseye has to offer.

In addition, the women of Katseye are the stars of the new Netflix documentary Pop Star Academy: Katseye, which has gotten global attention on the group.

Here's American Experience's controversial ad:

Now, watch the Gap's ad with Katseye:

American Eagle got more than expected with the Sweeney ad. The jean maker's stock got a significant boost after Trump's endorsement.

The Gap ad went viral giving that clothing manufacturer a big boost and the attention of a younger demographic.

Perhaps the biggest winner of the jean controversy is Katseye. Though Katseye is  just getting started, it’s safe to say that they’re on to bigger, better things in their future.

The denim war is just another front for the ongoing cultural debate around representation, beauty standards, and the intersection of advertising and politics.

EDITOR'S NOTE: For additional commentary, news, views and chismis from an AANHPI perspective, follow me on Threads, on X, BlueSky or at the blog Views From the Edge.