BTS’ Post-Grammy VLIVE Had Nearly as Many Viewers as the Grammy Awards
The 2021 Grammy Awards took place on March 14. Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook of BTS were nominated for Best Pop Duo/Group Performance for their song “Dynamite.” While BTS lost the category, all the Grammy Awards proved was how much the septet does not actually need the awards show.
After BTS’ nominated category was not aired during the Grammy Awards, the Korean band’s performance was saved until the end of the awards show as a way to try and boost viewership. This frustrating treatment of BTS was unfortunately not surprising.
After the Grammy Awards aired, BTS posted a 17-minute long video on VLIVE, and the livestream attracted nearly as many viewers as the Grammy Awards and the Grammy Awards Premiere Ceremony.
BTS performed during the Grammy Awards
BTS was nominated for Best Pop Duo/Group Performance for “Dynamite” alongside J Balvin, Dua Lipa, Bad Bunny, and Tainy for “UN DIA (ONE DAY),” Justin Bieber and Quavo for “Intentions,” Lady Gaga and Ariana Grande with “Rain On Me,” and Taylor Swift and Bon Iver for “exile.”
Despite the big names nominated in the category, it was not aired during the Grammy Awards. Instead, the winner of Best Pop Duo/Group Performance was announced during the Grammy Awards Premiere Ceremony, a livestream held before the main awards show.
Lady Gaga and Ariana Grande were announced as the winners of the category for “Rain On Me.” Once the Premiere Ceremony concluded, BTS’ performance was teased throughout the main ceremony.
After hours of teasing BTS as “up next,” the band’s show-stopping performance of “Dynamite” was finally shown toward the end of the Grammy Awards.
The Recording Academy followed a familiar pattern. With this pattern, BTS are nominated for smaller awards while being kept out of the main categories they qualify for, and their performances are used to increase excitement and viewership about the awards show.
The BTS members held a VLIVE after the Grammy Awards
After the 2021 Grammy Awards ended, Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook held a VLIVE that was just over 17 minutes long. Titled “It’s Over!!!!!!!!!!!!!!,” the members discussed their feelings about the Grammy Awards.
Together, the seven members sat together with a cake reading “2021 GRAMMY nominee artist” and balloons that said “THANKS ARMY.”
“Honestly, I would be lying if I say I am not disappointed at all,” J-Hope said according to a fan translation. “Anyways, I feel disappointed because I know that our fans are disappointed.”
The members then shared that they hope to be nominated again in the future so they can receive an award in person.
“It’s all thanks to you that we could perform at the Grammy Awards,” RM said.
“Our positivity will not be forgotten,” said V. “Our positivity will still exist in 2021.”
The VLIVE had nearly as many viewers as the Grammy Awards
While the VLIVE was only 17 minutes long, it ended with around 7.7 million viewers. Within a few hours of posting, the VLIVE broadcast accumulated over 11 million views, surpassing the 2021 Grammy Awards’ viewership.
The Recording Academy shared that the Grammy Awards Premiere Ceremony achieved 12.6 million viewers, meaning the hours-long awards show earned just a few million more than BTS’ 17-minute livestream.
On March 15, it was announced that the 2021 Grammy Awards reached a new low in viewership. According to The New York Times, the 2021 Grammy Awards “fell to 8.8 million viewers” which is “a 53 percent drop compared with last year’s show, which drew 18.7 million viewers.”
With the BTS members achieving nearly as many viewers as the Grammy Awards by themselves and gaining more fans every day, it is clear the Grammy Awards depended on BTS, not the other way around.