BTS Wins Artist of the Year at 2021 American Music Awards, Making History

The 2021 American Music Awards (AMAs) marked a watershed moment in global pop music when South Korean supergroup BTS won the coveted Artist of the Year honor. Competing against powerhouse artists Ariana Grande, Drake, Olivia Rodrigo, Taylor Swift, and The Weeknd, the group’s victory underscored not only their worldwide popularity but also the seismic shift currently underway in the music industry, where non-English-speaking artists are increasingly reshaping the global stage.

A Historic Win for BTS

The Artist of the Year award has traditionally been dominated by Western performers since the AMAs began in 1973. For BTS to claim the title represented more than an accolade for one of the world’s most successful groups — it symbolized the growing mainstream acceptance of international talent in the United States.

BTS had already been celebrated at the event prior to this landmark achievement, but their 2021 victory stood out as the first time a non-English-language group secured the AMAs' top prize. Their win followed years of steady rise, from breaking into the Billboard Hot 100 to setting records for digital sales and streaming across the globe.

The Global Expansion of K-Pop

K-pop’s international influence has surged in the past decade, with BTS at the forefront of this movement. Fueled by social media engagement, chart-topping singles, and collaborations with high-profile American artists, the group transitioned from niche stardom to general market dominance.

K-pop was once considered a localized phenomenon, with early global outreach focused on East Asia. By the mid-2000s, acts like TVXQ, Wonder Girls, and Girls’ Generation tested the U.S. market without achieving long-term chart presence. But the rise of streaming platforms, combined with BTS’s dedicated fanbase known as ARMY, turned the tide. Their persistent presence on YouTube, Twitter, and TikTok catapulted them to mainstream visibility in the United States that earlier contemporaries struggled to achieve.

The Competitive Field

The Artist of the Year category is recognized as one of the most prominent in the AMAs lineup, standing as both a marker of commercial success and broad public recognition. In 2021, BTS faced competition from some of the most influential figures in global pop and hip-hop.

• Ariana Grande, with her immense streaming numbers and consistent radio presence, was a formidable contender.
• Drake, long considered a chart giant, maintained his dominance with albums consistently debuting at number one.
• Olivia Rodrigo, a newcomer compared to her rivals, had emerged as a breakout phenomenon with her debut album Sour, which became a generational anthem.
• Taylor Swift, a perennial favorite and previous AMAs Artist of the Year winner, continued her streak as one of the industry’s top-selling musicians.
• The Weeknd, still riding the global success of Blinding Lights, had become one of the most recognizable voices in contemporary pop.

To surpass such figures highlighted the extraordinary influence and momentum of BTS at the time.

Impact on the Music Industry

BTS’s achievement brought more than applause. It carried weighty implications for the business of music. Record executives and industry analysts noted that their win indicated transformations in consumer behavior and cultural openness within the United States market.

The group’s accomplishments underscored three major trends:

1. Diversification of Global Popular Music: English-language dominance in the pop charts has been weakening as audiences embrace works in Spanish, Korean, and other languages. This followed international success stories like Luis Fonsi’s 2017 hit “Despacito,” which paved the way for broader recognition of non-English tracks.
2. The Streaming Economy: BTS’s sustained popularity highlights the power of digital platforms as gatekeepers of global taste. Unlike traditional radio-focused promotion, modern artists leverage platforms like Spotify, YouTube, and TikTok to achieve reach that transcends language and cultural barriers.
3. Fan-Driven Advocacy: ARMY, BTS’s global fanbase, played a defining role in the group’s rise. From organized streaming campaigns to viral social media trends, fan dedication helped amplify BTS at moments when industry gatekeepers would otherwise have overlooked them.

Public Reaction and Cultural Significance

The announcement of BTS’s victory was met with thunderous applause at the Microsoft Theater in Los Angeles, where the ceremony was held. Social media erupted with reactions minutes after the award was announced. Within hours, hashtags related to BTS and the AMAs trended at the top across Twitter worldwide.

For many fans, the win was more than a trophy. It was validation for years of devotion, as well as a moment of pride for South Korean audiences. The group’s triumph resonated across Asia, where news outlets declared it a milestone achievement for the Korean Wave, or “Hallyu,” the spread of South Korean culture worldwide.

Historical Context: Asian Artists in Western Awards

BTS’s victory at the 2021 American Music Awards is part of a gradual progression of Asian artists gaining visibility in Western mainstream recognition. Historically, barriers limited cross-cultural accolades, even as artists found niche success. For example, Japanese artist Kyu Sakamoto’s “Sukiyaki” topped the U.S. charts as far back as 1963, but such breakthroughs were rare.

The modern global entertainment environment, however, is more interconnected. International audiences no longer require physical distribution or radio gatekeeping to discover foreign artists. BTS’s win essentially mirrors how cultural flows have become universal rather than region-specific.

Economic and Industry Impact

BTS has been a key driver for the South Korean economy, frequently cited in studies estimating their contribution to national GDP. Their music, merchandise, and global tours have brought billions of dollars annually, making them not only entertainers but also economic assets for their home country.

The group’s international achievements, such as their American Music Awards win, serve as soft power for South Korea, bolstering the nation’s global profile. Similar phenomena have been seen with Latin artists shaping the U.S. market, particularly reggaeton stars like Bad Bunny and J Balvin, who have expanded Latin music’s international footprint in ways reminiscent of BTS’s impact in the English-speaking world.

For the American market, BTS’s success represents an opportunity. Their consistent commercial performance shows labels and producers that international acts can engage U.S. audiences at the same level as domestic talent. This has led to increased willingness to sign, promote, and distribute international artists.

Performances That Defined the Night

During the 2021 AMAs, BTS delivered show-stopping performances that amplified their presence beyond the award win itself. They collaborated with Coldplay on their hit single “My Universe,” highlighting their ability to bridge genres and reach diverse audiences. The performance energized the crowd and reinforced their versatility as live performers.

Their live stage appearance, coupled with their award sweep, captureds across the globe the following day. It became clear that BTS was no longer seen as outsiders in the U.S. music industry but as central figures shaping contemporary pop culture.

Regional Comparisons in Global Music

Though BTS’s breakthrough was groundbreaking, it aligns with larger regional trends of music globalization.

• In Latin America, reggaeton has expanded beyond regional dominance to become a staple of global charts. Bad Bunny, for instance, has topped streaming charts worldwide despite primarily performing in Spanish.
• In Africa, Afrobeats has witnessed a monumental rise, with artists like Burna Boy and Wizkid seeing crossover success in Europe and the United States.
• In Europe, non-English tracks from countries such as Italy, France, and Germany have enjoyed viral popularity, with Eurovision entries finding audiences internationally.

BTS’s AMAs triumph sits firmly within this unfolding global mosaic.

Looking Ahead

Following their Artist of the Year win, BTS positioned themselves at a turning point. Such recognition suggested that boundaries once thought unbreakable — linguistic, cultural, and commercial — were rapidly dissolving in the music industry. Their win pointed toward a future in which international artists share center stage alongside traditionally dominant U.S. acts.

As technology continues to flatten cultural access and streaming remains the bridge between artists and fans, the music industry may see further historic moments like BTS’s AMAs win in the coming years. What remains clear is that their triumph at the American Music Awards in 2021 was not a singular fluke but rather a symbol of enduring global transformation in the way audiences consume and celebrate music.