Music Streaming Platform Spotify to Sponsor 2022 MAMA Awards
Music streaming platform Spotify announced on October 21 that they are the "exclusive music streaming sponsor" for this years' MAMA Awards. Their announcement also featured the hashtags #2022MAMA and #MAMAxSpotify.
As of press time, there is still no further announcements in regards to the platform's sponsorship in the event. More details to reveal at a later time.
Spotify has been a popular music platform for playing and streaming K-Pop songs from various artists and groups. It's massive library has made it one of the popular music player and platform of choice when it comes playing and discovering K-pop music 24/7.
The MAMA Awards (formally Mnet Asian Music Awards) is a music awards ceremony produced and organized by CJ E&M. The first awards event happened in South Korea in 1999, where majority of the winners are more mostly K-pop solo artists and groups. Other Asian artists also have won in the awards over the years.
Over the past years, the awards event has been a center of controversy as reports of voter fraud surfaced which angered fans who tirelessly dedicate their time and efforts to vote for their favorite artists to win the competition. Due to this, artists are K-pop record labels have decided to boycott the even as the system has not been changed since.
The boycotting began in 2007 when Shinhwa members Lee Min-woo and Shin Hye-sung cancelled their appearance at the event just an hour before the awards ceremony began. The reason for leaving the event was because they no longer trust the event when it comes to fairness in picking winners.
Companies Inwoo Production and SM Entertainment boycotted the 2009 awards with no artists under their labels attending. The reason is also because they question the awarding's fairness and they are also questioning the event's voting system.