With K-pop agencies collaborating with prominent American labels such as Republic Records, Geffen, Interscope, and Capitol, the entry of K-pop albums into Billboard charts has become more streamlined.

HYBE America, formerly known as BigHit, can be credited with pioneering strategies that allowed K-pop to make significant inroads into the Billboard charts. However, the Billboard chart and the Grammy Awards are distinct entities.

Even for BTS, with their chart-topping tracks "Dynamite" and "Butter," securing a Grammy nomination proved to be a formidable challenge. Given that the Grammy Awards are among the most esteemed accolades in America, it's unsurprising that international artists face challenges.

The recent Grammy submissions by JYP Entertainment for their artists, Stray Kids and TWICE, have been viewed by some as particularly ambitious, a sentiment even some fans share.

2024 GRAMMY Awards Submissions:

TWICE:

• "READY TO BE" for Album Of The Year, Best Pop Vocal Album
• "SET ME FREE" for Record Of The Year, Song Of The Year, Best Pop Duo/Group Performance, Best Music Video

Stray Kids:

• Best New Artist
• "5-Star" for Artist Of The Year, Pop Vocal Album
• “S-Class” for Record Of The Year, Song Of The Year, Pop Duo/Group Performance, Music Video

By contrast, groups from other agencies like SEVENTEEN and Aespa have opted for submissions primarily in the Best New Artist category, while TXT, recent VMA winners, submitted for a few select categories. These choices have been deemed more measured and realistic by observers.

Given the sheer volume of their submissions and their commendable concert tours in the U.S., there's potential for TWICE and Stray Kids to secure nominations. Yet, JYP Entertainment might need to reflect on fans' apprehensions. Ambition is vital for attaining significant milestones, but it's equally essential for agencies to realistically assess their capabilities.

Regardless of the strategic decisions, the hope remains that both TWICE and Stray Kids achieve success. Fans will undoubtedly continue to back them, even if they occasionally question JYP's choices.