As 2022 nears its conclusion, multiple Western music awarding bodies, such as MTV Europe Music Awards (MTV EMA) and American Music Awards (AMAs), are releasing their rosters of nominees. Interestingly, AMAs even introduced a new category specially dedicated to K-pop artists!

This gesture from the Western awarding figures drew dividing comments. Some see this as a "breakthrough" for the Asian genre; however, some have spotted how these annual events obtained "exclusivity."

No artist from SM Entertainment bagged a nomination on any Western music awarding body? SM Idols became the center of discussion among K-pop fans, and here's what they are saying.

SM Entertainment Artists 'Snubbed' by MTV EMAs, AMAs?

In starting the Hallyu wave, founded by Lee Soo Man, SM Entertainment is at the forefront, together with JYP and YG Entertainment. This entertainment agency is the home of the many components of K-pop's pillars, such as H.O.T., S.E.S., BoA, TVXQ, and more!

With these agencies' massive market share and global operations, they have sealed their musical influence. Fans always anticipate that an adequate number of artists from the Big 3 and HYBE Labels would appear when tackling international fame.

Last week, MTV EMA and AMAs confirmed their nominees for this year, and netizens, especially the SM Stans (called Pink Bloods), are arguing that SM artists got "snubbed" by the Western awarding bodies as no artist from the agency cemented a nomination from either MTV EMAs or AMAs.

SM Entertainment's artists, particularly aespa and NCT 127, are actively promoting in the West, as manifested in how aespa performed at Coachella 2022 and NCT 127's recently concluding their US legs for Neo City - The Link.

However, even after these exposures in the US, fans commented that aespa's US promotion is "directionless," citing how the choreography and concept of the quarter girl group are not appealing to Western individuals.

On the bright side, the recently concluded world tour of NCT 127 in the United States became successful as the group scored milestones.

READ MORE: NCT 127 Becomes 1st K-pop Act to Perform At 'The Jennifer Hudson Show'

SM Entertainment artists are also often hitting the Billboard charts, amplifying the confusion because no representative from the agency is nominated for the abovementioned annual awarding events.

In addition, HYBE Labels have their representatives, namely BTS, SEVENTEEN, and TXT.

Meanwhile, JYP Entertainment's girl groups TWICE and ITZY are also nominated.

In YG Entertainment, BLACKPINK and Lisa were chosen as nominees.

How Fans Are Reacting SM Artists Not Getting Any Nominations From EMAs, AMAs

As the snubbing issue arose, fans balanced their comments. A fan mentioned that to penetrate the Western audience, SM Entertainment should experiment with adopting hip-hop on their releases since this is the genre that hooks Westerners.

Some added that SM's releases are much focused on songs that "sound pop" and "are childish," thus creating a "cringey" and "cheesy" impression, which Westerners are not a fan of.

READ MORE: BTS, SEVENTEEN, More Get Nominated for AMA 2022's New Category

Fans also noticed the scarcity of hip-hop releases from the agency's artists, therefore experiencing difficulties solidifying Western influence.

Conversely, SM Entertainment is known for its "SM Culture Universe', Kwangya. This term is often reflexive on their artists' songs such as NCT U's 90's Love, NCT x aespa Giselle's Zoo, and SMTOWN's Hope from KWANGYA. Do you think this concept impresses Westerners?

Here are some of the fan's comments regarding this issue:

"It's because they look too childish and cheesy."

"Why are there so many posts praising Hybe while bashing SM in the trending posts?"

"If you want to make it to the West, you must go for hip hop lately. SM doesn't have a base in hip-hop so they don't care"

READ MORE: SM Entertainment Slammed For NCT Yuta's Unfair Treatment During Tokyo Concert

Nevertheless, a ray of hope is waiting for SM stans as reports mention that the 2022 Halloween Party might be held in person for the first time after four years.

This event popularized SM Entertainment as its artists dressed with jaw-dropping transformations.

Last year's favorites were NCT Ten as Ciel Phantomhive and Red Velvet Yeri as Shin Chae Kyung from Princess Hours, NCT Taeyong and Jungwoo for dressing as Edward and Bella from Twilight, and aespa Giselle for slaying her Harley Quinn costume.

KpopStarz owns this article.
Written by Sophia Carson.