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Ever alive to pop culture trends, MTV has added a new category to its Video Music Awards (VMAs) this year: ‘Best Metaverse Performance’.

Six artists’ virtual events have been nominated for the inaugural award, and it’s set up an almighty fan-stans battle royale between the world’s two biggest K-Pop artists: BTS and Blackpink.

BTS are nominated for their Minecraft concert last December, while Blackpink’s nom is for their recent event in the PUBG Mobile game. It’s a fan vote, and every fan will have 20 votes to distribute between the nominees.

Can even the biggest western artists compete with the fan armies of the K-Pop stars? Well, the other four nominees are Ariana Grande for her Fortnite event; Charli XCX for her Roblox performance; Justin Bieber for his Wave-powered concert; and Twenty One Pilots for their Roblox gig.

So, if Roblox and Fortnite mobilise their tens of millions of players, this could be quite the spicy battle of bands and brands. Our money’s still on BTS though.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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