I have often viewed increased visibility of K-pop in mainstream American media with ambivalence. On one hand, increased visibility may mean more opportunities for concerts and access to K-pop-related media. On the other hand, it may mean significant changes to K-pop and its fandom that take away the things that drew fans in the first place.
One phenomenon that falls into the latter category is the centrality that awards and breaking records have taken in fandom activity. There is no doubt that winning an award, especially one that doesn’t cater to Korean or Asian music, can be seen as an achievement. But at what cost? I don’t know if this is happening in your fandoms, but I’m seeing a significant increase in requests that border on harassment to vote for this award or that poll or watch a video to increase views. To be sure, some people politely ask. But more often, other fans are implying or directly coming out and saying that you aren’t a ‘real fan’ unless you watch this video on repeat all day or create an account to vote on that website. I know this means a lot to some fans, but it doesn’t mean as much to others….myself included. There are too many ways to be a fan and this shouldn’t be the measure of your identity as a fan.
These awards represent popularity. And yes, it says something if you can mobilize your fandom to achieve that for your group. But it says absolutely nothing about the quality of the music or group talent or whatever got you into the group in the first place. At the end of the day, what does all this activity even mean? Because when you view a video just to increase the views on it, it ceases to be a measure of how much a video is “liked.” It only says X number of people saw it.
This laser focus on popularity also has some negative effects. There is still a large number of non-fans who believe that K-pop artists have no talent at all, so awards for popularity only serves to reinforce that idea. I feel like the time fans now spend on voting used to be spent on reaction videos and blog posts where they talk about how they got into a group, or their favorite song, or even the logic behind their bias choice. These activities show what K-pop means to fans in ways that voting do not.