K-pop dominates VMA 2025: aespa, BLACKPINK, Stray Kids, and SEVENTEEN are finalists for the best group award at the event set for September 7 in New York. The MTV announced the four finalists, all k-pop representatives, solidifying the genre’s strength in the awards. The public vote, held via MTV’s Instagram Stories, named aespa, BLACKPINK, Stray Kids, and SEVENTEEN as the sole contenders, ensuring a South Korean group will win for the seventh consecutive year. Hosted by LL Cool J, the ceremony promises major performances and tributes to icons like Mariah Carey. The event highlights k-pop’s global impact, eliminating names like Jonas Brothers and Coldplay from the race.
The strength of k-pop on the global stage was clear with the elimination of renowned groups like KATSEYE, Backstreet Boys, Coldplay, and Jonas Brothers in the first voting phase. Since 2019, the best group category has been dominated by South Korean artists, with BTS winning four years in a row, followed by BLACKPINK and SEVENTEEN. Fans voted actively on MTV’s social media from September 2 to 6, with the results to be revealed live at UBS Arena in Elmont, New York, during the CBS and Paramount+ broadcast.
- K-pop growth: The genre has solidified its global influence with record-breaking votes.
- Organized fandoms: Fans of aespa, BLACKPINK, Stray Kids, and SEVENTEEN ran online campaigns.
- Televised event: The ceremony will be broadcast live, reaching millions of viewers.
K-pop’s rise at the VMA
K-pop’s dominance in the best group category is no surprise, but VMA 2025 reinforces the genre’s hold on Western awards. Since BTS paved the way with consecutive wins from 2019 to 2022, other South Korean groups have maintained the streak. BLACKPINK won in 2023, while SEVENTEEN took the award in 2024. This year, the competition among aespa, BLACKPINK, Stray Kids, and SEVENTEEN is expected to be fierce, with each group backed by a global, engaged fanbase. The selection reflects not only popularity but also the cultural influence of these artists, who transcend linguistic and geographic barriers. The four finalists represent distinct styles within k-pop. BLACKPINK is known for its bold aesthetic and global hits like “How You Like That,” while aespa innovates with futuristic concepts and technology, as seen in “Supernova.” Stray Kids bets on introspective lyrics and self-produced tracks, with “Chk Chk Boom” also nominated for best k-pop. SEVENTEEN combines complex choreography and vocal harmonies, as showcased in “HOT,” highlighting their versatility. This diversity strengthens the genre’s representation at the awards.
Public voting and engagement
The voting for the best group category at VMA 2025 was conducted solely through MTV’s Instagram Stories, a strategy that favors digital mobilization. From September 2 to 6, fans worldwide participated actively, with k-pop fandoms standing out for their organization and dedication.
- aespa: Fans, known as MYs, launched campaigns with hashtags like #aespaVMA2025.
- BLACKPINK: BLINKs shared tutorials to maximize votes.
- Stray Kids: STAYs used forums to coordinate global voting efforts.
- SEVENTEEN: CARATs organized social media campaigns to secure the lead. This voting dynamic reflects the power of fan communities, turning the process into a parallel competition. MTV reported millions of votes, with engagement peaks in countries like South Korea, the United States, Brazil, and the Philippines. Using Instagram as the voting platform expanded reach but also intensified the competition, as each group relies on sophisticated digital strategies.
K-pop’s global impact
K-pop’s dominance at VMA 2025 extends beyond the best group category. Other categories also highlight the genre’s strength, with nominations for artists like Rosé of BLACKPINK, who leads with eight nominations, including video of the year and song of the year for her collaboration with Bruno Mars, “APT.” Jennie, Jisoo, and Lisa, also from BLACKPINK, compete in the best k-pop category alongside Jimin (BTS), aespa, and Stray Kids. This massive presence underscores the genre’s relevance in the global music scene. K-pop’s rise in the West gained momentum over the past decade, driven by platforms like YouTube and social media. Groups like BLACKPINK, with billions of views on their videos, and Stray Kids, selling out stadiums on world tours, show how the genre has claimed space once dominated by Western pop and rock artists. The VMA, one of the world’s most-watched awards, serves as a gauge of this cultural shift, with k-pop attracting not only fans but also brands and investors.
Performances and VMA 2025 highlights
The VMA 2025 ceremony, set for September 7 at UBS Arena, promises to be a milestone for k-pop. In addition to the best group competition, artists like aespa and KATSEYE are confirmed for live performances. KATSEYE, though eliminated from the best group category, will perform in the pre-show, marking their debut at the event.
- aespa: Will perform “Whiplash,” featuring futuristic choreography and visuals.
- KATSEYE: Will present “Touch,” showcasing their multicultural approach.
- Other artists: Lady Gaga, Doja Cat, and Post Malone will also take the stage. The awards will also honor icons like Mariah Carey, receiving the Video Vanguard Award, Ricky Martin, awarded the Latin Icon Award, and Busta Rhymes, with the Rock The Bells Visionary Award. Mariah Carey’s performance, featuring a medley of hits, is one of the most anticipated moments. LL Cool J, hosting for the second consecutive year, will bring a dynamic tone to the ceremony, connecting different generations of artists.
Fierce competition among finalists
The winner of the best group category will depend on ongoing fan engagement in the final voting phase, which closed on September 6. Each group brings a unique trajectory:
- aespa: Stands out for its technological innovation and hits like “Next Level.”
- BLACKPINK: A global icon, with records on platforms like Spotify and YouTube.
- Stray Kids: Recognized for authenticity and self-produced tracks.
- SEVENTEEN: Praised for its synchronization and musical versatility. The competition reflects not only popularity but also cultural influence. Analysts suggest the win may hinge on factors like recent streaming numbers, social media engagement, and voting campaign strength. Spotify data shows BLACKPINK leading with over 50 million monthly listeners, followed by Stray Kids with around 30 million. aespa and SEVENTEEN also have strong numbers, with 25 and 20 million, respectively.
Cultural relevance of the event
VMA 2025 is more than an awards show; it’s a reflection of global music trends. K-pop’s dominance in the best group category highlights the genre’s ability to unite fans across continents. The live broadcast, reaching millions via CBS and Paramount+, underscores the event’s role as a platform for new and established artists. New York’s UBS Arena as the venue symbolizes k-pop’s connection to the Western market. Groups like Stray Kids and BLACKPINK have sold out shows in the city, solidifying their U.S. presence. The awards, blending live performances, tributes, and audience interaction, promise to amplify k-pop’s cultural impact, which has evolved from a niche to a mainstream phenomenon.
