Is Collaborating with Big Artists the Key to Global Success? A Look at BTS and Other International Artists
- Cyberwatch UNLTD
- Aug 16
- 6 min read
Updated: Aug 24
In the world of global music, collaborations with big artists (especially from the U.S.) are often seen as a key pathway to achieving success — or so it seems. For artists like BTS, collaborations with stars like Coldplay or Megan Thee Stallion have created opportunities for greater exposure and cross-market reach. But the question remains:
Is it really these collaborations that propel non-Western artists to worldwide success, or is there something deeper at play?
While these collaborations can undoubtedly help, they are not the magic formula for global dominance. BTS, for instance, was already a global phenomenon before their 2021 collaboration with Coldplay on My Universe. So, why does it seem that even the most successful international artists struggle to gain the recognition they deserve in the American music industry? Let’s explore this, using BTS as a case study, and delve into the experiences of other global artists to better understand the bigger picture.
1. Did BTS "Need" Coldplay to Achieve Global Success?
BTS didn’t need Coldplay or Chris Martin to cement their status as global superstars. By the time My Universe dropped in 2021, BTS had already:
Released multiple No. 1 hits on the Billboard Hot 100 (Dynamite, Butter, Permission to Dance),
Built a massive, dedicated global fanbase known as ARMY,
Dominated social media and digital platforms,
Sold out stadium tours across continents.
They were already massive before teaming up with Coldplay. So, while the collaboration was exciting, it wasn’t a necessity for BTS to succeed. The partnership was a mutual one: Chris Martin and Coldplay were drawn to BTS’s positive message and international impact, and the song itself blended Coldplay's alternative sound with BTS’s energetic pop vibe, benefiting both sides.
This raises the question:
If collaborations with Western artists don’t guarantee success, why do we still see them as a pathway to global recognition?
2. Why Does It Feel Like BTS (and Other Non-Western Artists) Are Still Being Snubbed by the U.S. Music Industry?
Despite BTS’s unprecedented global success, they often face roadblocks when it comes to true recognition in the U.S. This isn’t just about music sales or streaming numbers — it’s about the institutional biases that still exist in the American music industry.
A. GRAMMYs Snubs
BTS has been nominated for several Grammy Awards but has never won in the major categories, despite breaking records. Fans and critics alike have pointed out that the Grammys often tokenize BTS by inviting them to perform, but leaving them out of the major award wins. This "tokenization" implies that while BTS’s global reach and influence are acknowledged, it isn't fully respected within the core American music industry.
B. Language and Cultural Bias
A significant reason for this lack of recognition is language bias. Even though BTS’s hits like Dynamite and Butter were in English and topped American charts, their primary discography is in Korean. In the U.S., non-English music is still often sidelined or seen as "other." Despite their undeniable success, BTS’s music is still often treated like an anomaly rather than the new normal for global pop music.
C. Industry Politics
The American music industry has long favored its own artists, particularly those backed by American labels and PR teams. BTS, signed under the South Korean label HYBE, isn’t part of the traditional Western artist development pipeline. This disconnect often leads to slower recognition and acceptance of international talent.
3. Do Collaborations with Big Artists (esp. from U.S.) Help?
Yes, collaborations with well-known Western artists can help increase an international artist's exposure, but they don’t necessarily “validate” them. For BTS, collaborations with artists like Halsey, Nicki Minaj, Coldplay, and Megan Thee Stallion serve to bridge different fanbases and cultures.
However, these partnerships don’t make BTS more successful; they merely leverage BTS’s existing global reach. If anything, these collaborations demonstrate that even major Western artists see value in tapping into BTS's massive, international influence. These partnerships show the power of collaboration in an increasingly globalized music landscape but should not be seen as the defining factor of an artist’s success.
4. Why Does the Snubbing Feel So Strong?
The snubbing of BTS and other non-Western artists in major U.S. music institutions isn’t just about a lack of recognition; it’s about respect. BTS has not only broken through language and genre barriers but has also redefined what it means to be a global artist. Yet, despite all their achievements, they’re often still treated as outsiders — a testament to the American music industry's reluctance to fully embrace global talent.
The truth is that BTS doesn't need validation from the U.S. music industry. But the industry's ongoing refusal to fully recognize their accomplishments underscores deeper biases and a slow-to-change system that struggles to accept that the global music scene no longer revolves around the U.S.
Final Thought: Do Collaborations with U.S. Artists Truly Open the Doors to Global Success?
BTS doesn’t need the U.S. music industry’s approval, and collaborations with U.S. artists — while impactful — aren’t the key to their success. The real key lies in the unprecedented global reach that K-pop, Afrobeats, Latin music, and other international genres have cultivated over the past decade.
While Western collaborations can increase visibility, they aren’t a cure-all. The fact remains that global success doesn’t require U.S. validation; rather, it’s about breaking down barriers and creating new global standards. The industry may be slow to adapt, but as artists like BTS, BLACKPINK, Rosalía, and others continue to prove that the world is moving toward a more inclusive, globally-minded music ecosystem.
A Wider Pattern: International Artists and Recognition Struggles in the U.S.
The struggles of BTS aren’t unique. Many international artists have faced similar challenges in the American music scene. Let’s take a look at how these artists have fought against the odds:
Shakira (Colombia)
Shakira faced years of resistance from U.S. media, who initially treated her as a “Latin crossover” act rather than a legitimate artist. Despite massive global hits, her Grammy wins have been limited, reflecting how the U.S. music industry often fails to fully embrace Latin artists.
BLACKPINK (South Korea)
Despite being one of the biggest K-pop groups in the world, BLACKPINK has been largely overlooked by major Western award shows. Even after high-profile collaborations with the likes of Lady Gaga and Selena Gomez, the group is often treated as a novelty.
Burna Boy (Nigeria)
Burna Boy has been one of the leading voices of the Afrobeats movement, but it took years for the U.S. music industry to fully embrace him. While he eventually won a Grammy for Twice as Tall, his mainstream media coverage in the U.S. remains minimal compared to his global influence.
Rosalía (Spain)
Rosalía has become a genre-defying force in the music world, but she struggles to gain full mainstream recognition in the U.S., despite her massive success in Spain and Latin America.
Bad Bunny & Daddy Yankee (Puerto Rico)
Bad Bunny’s 2023 Album of the Year nomination at the Grammys was historic, but despite his dominance in global music charts, his live performance at the ceremony was sidelined, signaling that even the most successful Latin artists are still struggling for full respect in the U.S.
This pattern demonstrates a key point: even artists from countries with established infrastructure face systemic barriers in the U.S. market.
For artists from countries like the Philippines, where the music industry infrastructure is comparatively smaller, the challenge is even greater. Local fame does not automatically translate to global recognition because fewer systems exist to support international breakthroughs.
A clear example is Regine Velasquez, one of the Philippines’ most iconic singers. In the early 2000s, she recorded the duet It's Hard to Say Goodbye with Paul Anka, a globally recognized artist. Despite her vocal talent, while the collaboration did well in Asia, it received very little attention or media coverage in the west. By contrast, when the same song concept was later performed with Celine Dion, it gained significant global recognition and media coverage. The difference wasn’t the song or the quality — it was the existing global infrastructure, industry connections, and audience familiarity that Dion brought to the table.
This illustrates a broader challenge: even highly talented Filipino artists face systemic barriers. Without established global networks, marketing channels, and media support, their international efforts often go unnoticed — a stark contrast to peers from countries with more developed entertainment industries.
What These Struggles Highlight
Across the board, these artists — like BTS — face:
Language Bias: The dominance of English in U.S. music still limits opportunities for non-English acts.
Cultural Tokenism: International artists are often celebrated for novelty but not supported or respected as equals.
Gatekeeping: The American music industry has long prioritized artists from its own ecosystem, leaving non-Western acts to fight for acknowledgment.
Collaborations ≠ Respect: Even with major U.S. collaborations, international artists struggle to receive equal treatment.
Conclusion: The Future of Global Music
Ultimately, collaborations with U.S. artists can help boost international visibility, but they’re not the key to global success. What these collaborations truly highlight is the fact that the global music scene is changing, and artists like BTS, BLACKPINK, and others are paving the way for a more inclusive, diverse future. The world is no longer defined by Western standards — it’s about creating and celebrating a truly global music ecosystem. And as more international artists break down barriers, the industry will have no choice but to keep up.
OTHER TOPICS:
Comments