What the 2021 BTS crossover entails: Grammy nomination for Dynamite, Butter peaking Billboard Hot 100, and McDonalds integration
BTS are conscious of what makes them special, which convey a very curated sense of widespread or global palatability while also celebrating and reinforcing their Korean specificity. From garnering a Grammy nomination for ‘Dynamite,’ to collecting four #1 hits on the Billboard Hot 100 in nine months, BTS’ 2020-21 has been eventful. BE featured BTS’ third #1 hit on Billboard Hot 100, Life Goes On, after ‘Dynamite’ and the remix of Jason Derulo’s ‘Savage Love,’ becoming the first Korean song to do so. The #1 position of ‘Life Goes On’ on Hot 100 proved that ARMYs could overcome limited plays that BTS’ Korean tracks received on American radio. The redundance of these institutions has long been debated, but in noting how Korean music personalities across the board reacted jubilantly to BTS’ #1s on HOT 100, particularly of their first and of the Korean song ‘Life Goes On,’ and the Grammy nomination for ‘Dynamite ’ in a ‘main’ category, it is hard to dismiss altogether the value, as perceived in the non-West, of these ‘institutional’ forms of recognition.
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