Rosé’s record-breaking victory at the MTV Video Music Awards (VMAs) sparked unexpected controversy after viewers pointed out the lukewarm reaction inside the venue.
On September 8, the VMAs one of the world’s most prestigious music award ceremonies—wrapped up a star-studded night featuring global names like Sabrina Carpenter, Mariah Carey, Rosé (BLACKPINK), KATSEYE, Tate McRae, and Doja Cat. The event, which drew tens of millions of viewers worldwide, honored the most impactful achievements in music over the past year.
The evening was defined by three groundbreaking moments: BLACKPINK became the second K-pop group ever to win Best Group twice, Lisa set a historic record with three Best K-pop wins, and Rosé made history as the first K-pop artist to claim Song of the Year, one of the VMAs’ most prestigious categories. Collectively, BLACKPINK and its members reshaped the global music conversation in a single night.
Yet, fans noticed an unusual atmosphere when Rosé’s name was called. While the audience applauded, some felt the response was half-hearted. Rosé appeared to lean in for an embrace with a colleague seated next to her, only to receive a simple congratulatory remark. That man was later identified as the director of her hit MV APT.
Comparisons quickly emerged with Ariana Grande’s Video of the Year win, where the entire venue erupted in celebration, with fans and fellow artists rushing to embrace her. Many questioned whether Rosé’s popularity truly matched the massive success of APT.
Supporters defended Rosé, clarifying that she was only reaching for her prepared speech notes—not attempting to hug anyone—and that the muted reaction came from camera angles rather than the overall audience, which did cheer loudly when her name was announced.
Still, detractors particularly anti-BLACKPINK voices argued that Rosé’s win was due to Bruno Mars’s involvement. However, critics noted this claim was unfair: Bruno also featured in Die With A Smile, which lost to APT. The win was credited to the combined effort of Rosé, Bruno, and their entire production team.
Meanwhile, Ariana’s case offered context: as one of the most enduring icons of her generation, her Video of the Year triumph carried additional weight after going six years without a major win. Rosé’s achievement, while historic, was inevitably measured against Ariana’s deeply ingrained cultural stature in the US-UK market.
Regardless of the mixed reactions, Rosé’s VMAs milestone stands as a landmark moment for K-pop, proving her global influence alongside BLACKPINK while highlighting the challenges of breaking into Western mainstream recognition.
Sources: K14
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