Highlights from the 2024 MAMA Awards: A Disappointing World Premiere
On November 22, 2024, the much-anticipated MAMA Awards took center stage at the Kyocera Dome in Osaka, Japan. Fans had been buzzing with excitement, especially following the announcement of the much-awaited “world premiere” performance of the new single, ‘APT.’, featuring the collaboration between Bruno Mars and Rosé from Blackpink.
‘APT.’ was unveiled earlier as a pre-release track ahead of Rosé’s official comeback, showcasing the combined talents of both artists. The song quickly garnered impressive success, dominating music charts in South Korea and internationally, including the Billboard Hot 100 and the UK Official Singles Chart. This global hit ignited what many are calling the ‘APT.’ craze.
The promotional strategy for ‘APT.’ at the MAMA Awards was a significant highlight, with a live performance highly anticipated by fans around the world. However, the actual stage revealed a disappointment. Rather than delighting the audience with a live rendition, viewers were treated to a pre-recorded performance that failed to capture the energy and enthusiasm expected of a world premiere event.
The reaction from fans, especially in Japan, was overwhelmingly negative. Given Bruno Mars’ popularity in the region and his recent collaboration with a prominent shopping center brand for a catchy advertisement, expectations for a live performance were high. Fans took to social media to express their discontent, with comments reflecting their feelings of being misled. Phrases such as “They made a pre-recording of ‘APT.’ that was already done” and “This feels like a scam at this point” flooded platforms.
This incident has sparked a broader conversation about the nature of performance marketing in the music industry, prompting fans to question the authenticity of such highly promoted events.
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