BLACKPINK member Rosé has found herself at the center of online discussion after her “For Your Consideration” Grammy campaign packages were shared online. These boxes, sent to Recording Academy members, promoted her solo album rosie and her hit collaboration with Bruno Mars, APT. While many fans supported the move as standard industry practice, others criticized it, accusing her of seeking “Western validation” or attempting to influence votes. The incident has highlighted a common awards season strategy that remains unfamiliar to some international audiences.
What the Grammy Campaign Packages Contained
The promotional kits sent to Grammy voters included several items. They featured Rosé’s solo album rosie and a graphic T-shirt. These were all packaged inside a case branded with APT., the name of her successful collaboration with Bruno Mars . Such mailers are a regular part of award campaigns in the United States, especially during the Grammy season. Many artists use them to ensure their work is heard and considered by voters.
Why Some People Are Critical
The online reaction to Rosé’s campaign kits has been mixed, with some voices expressing strong criticism. A segment of social media users accused the singer of being desperate for “Western validation,” suggesting the campaign was an attempt to gain approval from the American music industry. Some comments specifically used the term “payola,” implying that the gifts were a form of bribery for votes, and noted that other K-pop groups have been criticized for similar tactics in the past .
One user on X directly commented,
“She desperate for western validation 😭”
Another account questioned,
“Where are all the blink that everyone is accused of payola? rose sets an example payola”
This criticism reflects a perception among some that the campaign efforts were unfair or misguided.
Supporters Defend the Move as Standard Marketing
In contrast to the critics, many fans and industry observers have come to Rosé’s defense. They argue that sending promotional materials is a normal and expected part of marketing for major awards like the Grammys and Oscars. Supporters state that this is simply how artists promote their work to voting members and is not unique to Rosé.
One netizen explained,
“the retweets and comments are pi*sing me off. This is how it works for the Grammys and for the Oscars too – this is how you promote yourself and introduce your work. This is not ‘desperation’ it’s MARKETING. And many artists will do it”
This perspective emphasizes that Rosé is following established industry practices rather than doing anything unusual.
Rosé’s Recent Musical Achievements
The discussion around the Grammy kits comes at a high point in Rosé’s recent solo career. Her musical collaboration with Bruno Mars, APT., has been a significant success. The song won Song of the Year at the 2025 MTV Video Music Awards, making it the first K-pop release to ever win that award .
Furthermore, the music video for APT. recently achieved a massive milestone by crossing 2 billion views on YouTube in just 11 months. This makes Rosé the first Korean soloist to reach this number, and she has also achieved it previously as a member of BLACKPINK .
The Realistic Chances of a Grammy Nomination
Despite the successful campaign and her recent achievements, music critics suggest that earning a Grammy nomination remains challenging for K-pop soloists. An expert pointed out that the Grammys typically reward artists with strong chart performance in the US, consistent critical praise, and a body of work like a full-length album or several singles released through a major American label .
In Rosé’s case, while APT. is a major hit, it may not be enough on its own to secure a nomination. The expert stated,
“In Rose’s case, her only real hit in the US is ‘APT.’ and that alone is unlikely to earn her a Grammy nomination… If we judge by the numbers alone, the odds are quite low”
However, it was also noted that with Grammy ratings declining, the Recording Academy might consider including a popular K-pop act to attract more viewers for the broadcast.
Also Read: Rosé and Bruno Mars APT Reaches 2 Billion YouTube Views in Record Time
Credits: koreaboo
