The American Music Awards (AMA) will be on Nov. 22 at 5 p.m. PST on ABC and will be hosted by actress Taraji P. Henson. The AMAs is one of the biggest music award shows.
Such a large event in the music industry brings together not only musicians but the immense and competitive power of the marketing that supports them. This year three prominent Korean boy bands are facing off, as are Ariana Grande and Billie Ellish, not only in the competition but in the social media race.
The biggest names from all over the world come to share what they’ve done over the years. This year’s show includes many musicians who are active on social media.
Like many shows, the AMAs happen later in the year and honors work done during the year. The AMAs were created by Richard Wagstaff Clark in 1973 after ABC’s contract to broadcast the Grammy Awards expired.
The AMAs regularly nominate over four dozen artists who will be chosen from for the awards. Many of the nominated groups use social media to connect with their fans and hype themselves up for the awards, and the competition for the social media award is especially intriguing to fans since they are able to interact with musicians.
Of people interested in the contest, the fans of the Favorite Social Artist category had a lot to say.
Rachel Minatozaki, a student at the University of Southern California, is a fan of the Korean boy band EXO.
When it comes to Twitter, EXO does a good job promoting their music videos, season greetings, and advertisements from companies they work with. They keep a consistent stream of social media content including hashtags, links, photos and videos.
On Facebook, EXO advertises their merchandise with many photos describing their products. EXO also promotes sponsor companies with Facebook specific videos.
Minatozaki says that “Instagram is where EXO shares the most and interacts one on one with the fans.” Many of the artists in the group have their own Instagram account that lets the fans get to know each member on an individual level. Members display their individual member advertisements, music, favorite foods, selfies, favorite shows, their life, family, pets, home and favorite things.
Their main account advertises their albums and clips of behind the scenes/vlogs, stories about each individual member, fan video and art. Minatozaki said, “They don’t have an official Snapchat or Tiktok, unfortunately.”
Tresjur Myoui is a 22-year-old fan of BTS. She says, “BTS will get this award since they won this award in 2018 and 2019.”
Myoui follows BTS on Twitter, the platform that the band uses the most. BTS has several accounts, an official account run by the company, their own UNICEF company account, their own Japanese account run by the company and lastly to their own individual group Twitter account they all use.”
Their account run by the company advertises their upcoming album with photos, links and hashtags, and videos from their YouTube channel. They recognize the videos that individual members personally post by linking videos when they are published.
As a fan of BTS for many years, I witnessed BTS open their own TikTok account. BTS now has over 24 million followers on TikTok. I also witnessed BTS starting their very own Instagram account as well as other Twitter accounts. Ever since they started, BTS has always had a good social media presence.
Another nominee is the K-pop band NCT 127. Irene Son, a Dublin High School student, is a fan of NCT 127. Son said, “NCT 127 actually went to the AMA’s in 2019.”
NCT127’s Twitter showcases links to their YouTube channel advertising their music with hashtags and their merchandise.
For their UNICEF campaign, they have a Unicef Twitter account that has hashtags and links to the BTS YouTube channel that focuses on the message of loving yourself.
The group’s Japanese official Twitter account has descriptions of their tour. Finally,, the account that the members run shows their life through words.
Like other musicians they like and work with posts. Their Facebook page includes a link to their website, hashtags of their next album, photos from their latest movie, their group name, past albums, group photos, individual photos, photos of a member from photoshoots/concerts, videos from their other social media platforms and listings of all the events, even a few from the past.
Their Instagram advertises their latest studio releases, including links, hashtags and photos. They also show past memories in their stories on Instagram.
For TikTok, they are active on the discovery page and have trended multiple times. In addition, they use TikTok to advertise their songs by allowing usage of their songs on Tik-Tok. You can see all the videos the members made to advertise their music on their TikTok.
Son says “Instagram is where fans of the members really connect. Some members have their own account.”
NCT127 shows their life more in-depth compared to other groups on Instagram. Unlike other groups, NCT 127 has their own group Snapchat with a lens catered to their music.
As for their TikTok features, they have videos of the members advertising their music and links to their music available for fans to use in videos.
Jimin Chou, a Las Positas student, is a fan of Arianna Grande, who is also a contender in the social media category.
When it comes to Twitter, Grande advertises her latest album “Positions” with photos and links. Chou said, “In addition, she replies to her fans and spreads good cases.”
On Facebook Grande’s page lists her website and other social media platforms with information on what type of music she sings and her record label. Her Facebook page also includes fun photos and more personal photos.
Listing all of the previous events like tours. Grande’s Instagram advertises her latest album through links in her bio, videos in her stories and photos in her posts.
She also s advocate important issues like voting and supporting animal shelters. In addition, she thanks her fans in her posts for supporting her music.
To give her fans behind the scenes of her music, Grande has her very own lens filter on Snapchat.
On her Snapchat account, you can buy her merch. On her TikTok she advertises her latest music. All of her songs are available for fans to use in their videos, but she doesn’t have many videos on her account.
When it comes to social media for musicians, it is important to have an updated social media platform on many different platforms to advertise your music, latest album, merchandise, causes and to interact with their fans to keep them informed with what they put out. So that they will continue to be their fans.
Fans of these groups gush about their favorite musicians and think their favorites deserve the award for favorite social artists out of the many nominees. It’s clear that the nominees put in the effort, communicating with fans on several different platforms. For their part, fans of these artists have voted for their favorites and hope that their favorite artist will win the prize award at the AMAs.
Michelle Pacheco is a staff writer of The Express. Follow her @Miseon7Michelle .