Alright, y’all. It’s time. Time for the Billboard awards! Now, ordinarily I only have a couple of things to say about the BBMAs: the first is that there are a billion categories (691 this year), and the second is that they traditionally come at a time of the year when they’re a bit more of a slog.
1 up top my brother
But not this year. They have moved, because changes are afoot.
I’ve been sort of expecting one of the minor awards shows to try this for some time, actually: sweeping changes in the production itself, rather than merely the presentation. I’ll get to some more about that in a moment, but first need to contextualize what makes this interesting a bit. One of the things I landed on when this site started was that it was interesting to keep track not merely of what was popular at any given time2, but how various and sundry concerns have gone to the effort of telling you what’s popular.
2 a matter more of data and the sort of thing you’d want to keep track of on a spreadsheet, rather than on a twelve-year-old website in the age well after the time when that sort of thing was done.
I’ve gone into all that before and won’t rehash it here, but it led me sort of ineluctably to the awards show3 as an interesting view in on all of that: what is it that people want the consumptive public to think is the right stuff to consume, a message that, in this case (meaning the awards shows themselves) needs to then be sent via an interlocking web of contracts and sponsorships and, well, there’s very little room in there for there to be anything of actual interest.
3 a longtime interest of mine, even before I was actually thinking about them in any sort of cultural sense.
And yet, they continue to happen, year after year. Oh, we’ve lost some: whatever there’s whatever the People’s Choice Awards are doing, and the Billboard situation may have already cost us the American Music Awards,4 not to mention one of the four (four) television awards shows devoted explicitly to Country Music alone has got to go5. We even missed a Golden Globes entirely and it didn’t seem to matter much (although we didn’t shake that one off forever).
4 there is a fascinating look at a turf war in that article, showing the state of the awards-granting industry. I’m not going to dig all the way in on it, and the way that the rescheduling is either causing or receiving large reverberations, but it’s clear that this will not be the last large change in the kudocast-market.
And so it became clear, even around the time I started writing about them, that this was going to have to become something different5, even if only because the record-selling economy around the music-based awards show has become something entirely different. The BBMAs seem to start there, admitting in a sort of hybrid press-release/faux interview that viewership is down, and using language like “the team…created a fresh format”.
5 even if only in the sense that all television has had to become something different, although I would argue that it’s also in several other senses. My point rests at “television,” though.
Most of this is ordinary flimflammery – every awards show starts off saying that this is the year the whole format is going to be blown up and reassembled, but what makes this particular telecast interesting is that they do appear, actually, to be changing some of the way they’re doing things. But there are some things here that are interesting, in basically two prongs.
The first is that, per the link above, they appear to be assembling the show out of pre-taped bits, that they’ve built in collaboration6 with the various performers and/or their own production people. They’re going to operate without a host, and the impression I’m given is of a highly-modular newsmagazine-style presentation. I’m not quite sure that’s how it’s going to actually turn up, but I can’t help but think that it’s a step toward not requiring people to be there where you are, and that the natural variances in content might help dictate which platform – their social media accounts, their streaming website, and Peacock – might receive which thing.
6 the specific marketingspeak includes the sentence “We’ll collectively develop each concept, build a bespoke execution plan based on that vision, and then jump in together.” Really, go click the link, it is truly a study in executive impenetrability.
Of course, it could also all just look like it always does, but it’s interesting that there’s some press attention devoted to building up the new approach. They’ve also talked in the same link about the way they’re going about deciding upon the success, or “ re-evaluating the value proposition for the talent involved and the fans that both watch BBMAs content and consume artist content and music.”7, which also has some interesting implications: if we’re going to treat awards like multimedia events and evaluate them as such, that would probably also change the attendant corporate partnerships and what have you8.
7 GAZE INTO THE VOID. GAZE INTO IT.
8 it’s worth noting that their corporate partners thus far are Spotify and uh…Marriott. Genuinely, and I have now googled to confirm, I am unaware entirely of Marriott’s current ad campaign, so I’m glad to see that they’ve figured out a way to remind me, specifically, that they exist.
That said, they’ve managed to reassure all of us that they’re still going to actually be an awards show, saying in fact, “We plan to reveal all winners on the BBMAs in a variety of ways.”, which seems both like something you’d say if you were not going to do so, and also implies the existence of secret unrevealed winners. Which, obviously, I love.
In addition to the structural changes, there are also some rather more-mundane changes, albeit also large ones. They’ve added9 four K-Pop categories, two Afrobeats categories, a rock category, and two Hot 100 categories.
9 ADDED! There WEREN’T ENOUGH!
There’s also a sort of difference in approach this year, at least tonally: two different press releases10 tout both the “uniqueness” and the mathematical inevitability (one even uses the term “data-driven”) of the awards, which seems needlessly confrontational and/or insistent, and also obscures that there’s really nothing transparent about it in any useful sense: they’re measuring popularity the same way everyone else does, by figuring out which numbers matter and then putting them together.
10 look, I’m calling them press releases because, while they technically appear in a magazine, they’re in the magazine putting on the awards show in question.
So, while it’s true that the Billboard Awards are, generally, one of the more entertaining broadcasts11, they’re also interesting for reasons beyond the usual. Will it work? (no) Will they try something equally wacky next year? (yes, probably the exact same thing unless Peacock tanks, but mostly because it will increase “engagement” in a way that sells ads, even if it’s just the false positive of changing the measurement) Is there a third question? (no).
11 they rely heavily on performances, which helps
And, of course, there’s the usual award show business. They don’t appear to be giving any lifetime achievement/whatever else awards this year, but there is a race to the record. If Taylor Swift wins 5 more of these dumb things than Drake on Sunday, she’ll have more than anyone else, ever.
So feel free to keep count or whatever. And away we go.
Top Gospel Song
Despite my grousing, it remains the case that, while I’m willing to skip categories in book awards all the time12, and leaving a bunch of categories out of my Grammy coverage, I declare a rightful winner in all sixty damn nine categories of this bad boy. So here it is, a rightful winner.
THE RIGHTFUL WINNER: CeCe Winans, “Goodness of God”
12 art and general-publishing categories, mainly, because I almost never know what I’m talking about or evaluating there.
Top Christian Song
To be clear, it’s not because I think I know what I’m doing here, but because the Billboard Awards are, fundamentally, ridiculous to the point of absurdity, and I feel confident displaying my own meagre knowledge in this way.
THE RIGHTFUL WINNER: Lauren Daigle, “Thank God I Do”
Top Dance/Electronic Song
I like saying Bizarrap’s name. I’m sad that there isn’t a host that gets to say it.
THE RIGHTFUL WINNER: Bizarrap, “Shakira: Bzrp Music Sessions 53”. I also like his wacky song naming convention.
Top Afrobeats Song
This is the first of our new categories. It is true that Afrobeats, as a genre, has really taken on a lot of mass in the last years, and I always like it when that happens. Yay, in short. Very little of this is anything like my cup of tea, but it’s still nice that it’s here.
THE RIGHTFUL WINNER: Ayra Starr, “Rush”
Top Global K-Pop Song
This is another of the new categories, and it is perhaps worth saying that golly, it took them a long time to add a K-Pop category.
THE RIGHTFUL WINNER: NewJeans, “OMG”
Top Latin Song
I will say, for all my bluster, I genuinely do like hearing some of these things that I’m not all the way up on. I’m sure that, as examples of their forms, they’re about as good as they are in the genres with which I am familiar13, but it’s nice anyway.
THE RIGHTFUL WINNER: Eslabon Armado and Peso Pluma, “Ella Baila Sola”
13 which is to say: “not good”
Top Rock Song
I genuinely was not aware that “I Remember Everything” had been a charting rock song at all. I associate it with other charts, I guess. Well, I’m not looking a gift horse in the mouth: this category is nearly always dreadful. It’s nice to have a break.
THE RIGHTFUL WINNER: Zach Bryan, “I Remember Everything” (f Kacey Musgraves)
Top Country Song
I wonder if this is the entirety of the Zach Bryan reign, or if we’re going to get the rest of Zach Bryan next year in some odd quirk of eligibility.
THE RIGHTFUL WINNER: Zach Bryan, “Something in the Orange”
Top Rap Song
The only rapper I actually like here is currently a money criminal, so congratulations Toosii!
THE RIGHTFUL WINNER: Toosii, “Favorite Song”
Top R&B Song
I still don’t have a very intuitive feel for what came out during the eligibility period for all this, so these early categories have some real surprises!
THE RIGHTFUL WINNER: SZA, “Kill Bill”
Top Billboard Global (Excl. U.S.) Song
A heretofore unconsidered (at least by me) benefit of the rank stupidity of this David Guetta song is that it really probably doesn’t lose anything in non-English-speaking markets. That’s nice.
THE RIGHTFUL WINNER: I guess it’s “As it Was?” So: Harry Styles, “As It Was”
Top Billboard Global 200 Song
You know, I do understand why Taylor Swift reappears when you re-add Americans to the list – she seems very American, makes perfect sense14 – but I am a little surprised to see SZA pop back up. Ah, well, I shouldn’t mention things that make this process easier.
THE RIGHTFUL WINNER: SZA, “Kill Bill”
14 I will leave the question of precisely how valid this viewpoint is as an exercise to be considered by the reader
Top Collaboration
I want to praise, separately, that I like pervy happy Sam Smith more than “Adele 2: Adelier” Sam Smith, and also that it remains that case that the David Guetta/Bebe Rexha song is shockingly lazy, and keeps getting nominated for awards. I want to praise these things separately, but I’m trying to keep the word count down, so I’ve abutted them here. I hope you understand.
THE RIGHTFUL WINNER: Metro Boomin’, 21 Savage and The Weeknd, “Creepin’” (I mean, I wanted to compliment the other songs but they’re pretty bad, you see)
Top Selling Song
It remains perhaps the most frustrating thing about country music that “aggressively pandering to the most hateful of the base” is still a terrific way to move units. Burn it all down.
THE RIGHTFUL WINNER: Taylor Swift, “Anti-Hero” (which is not that good, but at least isn’t about how much the singer hates anybody)
Top Radio Song
I mean, these are, by and large, less dismay-inducing, but the category itself is no less frustrating for that.
THE RIGHTFUL WINNER: Taylor Swift, “Anti-Hero”
Top Streaming Song
Hey Zach Bryan fans, stop streaming and start paying Zach Bryan! Dang!
THE RIGHTFUL WINNER: Zach Bryan, “Something in the Orange”
Top Hot 100 Song
And, of course, as we leave the genre-bound categories, we find that we’re just re-shuffling the same few songs in various permutations. It’s almost like there are too many categories! I’ll see you later, when I have this exact same fucking gripe in the artist categories.
THE RIGHTFUL WINNER: SZA, “Kill Bill”
Top Gospel Album
Man, despite all my business above about not really knowing the genre, it still bums me out when the best-selling record in any given genre is a cash-grab dalliance by an estate. Sigh.
THE RIGHTFUL WINNER: Maverick City Music and Kirk Franklin, Kingdom Book One
Top Christian Album
Man, I should go back and see how often I just give this one to Lauren Daigle. I bet it’s most of them.
THE RIGHTFUL WINNER: Lauren Daigle, Lauren Daigle
Top Dance/Electronic Album
I want to make it clear that I’m just as annoyed at Drake and Beyonce being here as I am at Whitney being up in the gospel section. Equally annoying.
THE RIGHTFUL WINNER: Illenium, Illenium
Top K-Pop Album
I know that “old man doesn’t get the youngs” is not really what we’re doing here, and that it doesn’t, ultimately matter, but I must, for my own peace of mind, ask: do people actually listen to K-Pop in album form? Like, are people listening to these albums all the way through? As a journey? I can’t imagine it! I hope it’s happening, and I salute you, K-Pop whole-album listener! You have a relationship to this music I cannot fathom, and I think that’s just swell.
THE RIGHTFUL WINNER: NewJeans, Get Up
Top Latin Album
Did you guys know that Peso Pluma is actually a throwback-y traditionalist, working in a style that nobody has bothered with for years? I found it out fairly recently, and was very happy about it. It also makes this category easier, because this is another set of things that I am just largely deaf to.
THE RIGHTFUL WINNER: Peso Pluma, Genesis
Top Rock Album
Three country singers, an R&B singer, and whatever the fuck it is you call whatever the fuck Hardy is doing. Great showing for the rock category, as always. That said, two of these albums (Zach Bryan’s American Heartbreak and Steve Lacey’s Gemini Rights) are genuinely great, so I suppose I have less to complain about than usual.
THE RIGHTFUL WINNER: Zach Bryan, American Heartbreak
Top Country Album
I mean, I suppose there really is nothing in the rulebook that prevents this sort of cross-genre stuff, it’s just that when it’s happened in the past I haven’t really liked the music, so I guess I haven’t noticed. Weird. Eerie.
THE RIGHTFUL WINNER: Zach Bryan, American Heartbreak
Top Rap Album
True story: three of the rappers in this category have appeared in year-end ONAT best-ofs15. So it’s as a former consumer and fan that I say: this is all very bad and they should all do better.
THE RIGHTFUL WINNER: Lil Baby, It’s Only Me
15 Owl Pharoah and at least Take Care are in there somewhere. And if that isn’t the most embarrassing sentence I’ve had to type all day, I can’t imagine what would be. Although more than the one Drake album would be pretty embarrassing. That’s why I’m not looking it up.
Top R&B Album
I feel like I’ve not been as vocal about how much I do like the Steve Lacy album here.
THE RIGHTFUL WINNER: Steve Lacy, Gemini Rights
Top Soundtrack
True story: I was born in the summer of 1983, so I was in the market that was served by huge soundtrack albums in the 90s. Soundtrack albums used to be important. Anyway, it was nice to see that Greta Gerwig (born very slightly earlier in the summer of 1983) remembers the time, and did what she could.
THE RIGHTFUL WINNER: Barbie: The Album
Top Billboard 200 Album
I didn’t expect there, if I’m being honest, to be so much SZA in the rightful winners, but it’s making some of these categories much easier.
THE RIGHTFUL WINNER: SZA, SOS
Top Gospel Artist
SIGH. FUCKING SIGH.
THE RIGHTFUL WINNER: CeCe Winans
Top Christian Artist
I mean, I feel like there used to be choices in this category that weren’t Lauren Daigle. Ones that I felt like making, I mean.
THE RIGHTFUL WINNER: Lauren Daigle.
Top Dance/Electronic Artist
The places where the BBMAs land on “consistency” are always the weirdest places, you know what I mean? If you don’t, rest assured, it’s because I’m being gnomic for my own sanity. There are so many categories. So many.
THE RIGHTFUL WINNER: Tiësto. Why not?
Top Afrobeats Artist
So, a dude that was in Adam and the Ants and Sinead O’Connor’s band was in a band called Rema-Rema, and it makes me want Rema to make a Rema-Rema covers album. A remarkable batch of Rema-Rema remakes from Rema, if you will.
THE RIGHTFUL WINNER: Rema, obviously.
Top K-Pop Touring Artist
I mentioned earlier that I was surprised by how long it took them to add a K-Pop category, but I will say this for them: when they added K-Pop they add it all the way.
THE RIGHTFUL WINNER: Well, once again I am forced to point out that the K-Pop machinery seems like a nightmare, and it all makes me very uncomfortable. So, you know, Twice I guess.
Top Global K-Pop Artist
Oh also, why on Earth is global appended to K-Pop every time it appears here? It’s weird. I want it to stop.
THE RIGHTFUL WINNER: NewJeans
Top Latin Touring Artist
As god is my literal actual witness, this is the first – first – I am ever hearing about RBD. Dang.
THE RIGHTFUL WINNER: Daddy Yankee
Top Latin Duo/Group
Grupo Frontera! Back once again!
THE RIGHTFUL WINNER: Grupo Frontera
Top Latin Female Artist
I mean, I will also say that I have a lot of complaints about the awards-show-bait end of the corporate music-sales spectrum, and that also there’s some overrepresentation of some stuff by dint of it being the best thing in the category, but I’m feeling generous and expansive, and must say: I still really like Rosalía.
THE RIGHTFUL WINNER: Rosalía
Top Latin Male Artist
Hey this is probably the best this category has ever been!
THE RIGHTFUL WINNER: Peso Pluma
Top Latin Artist
With all that, they made it easier by keeping only one of the gender-segregated Rightful Winners in the all-in category. Easy all the way down.
THE RIGHTFUL WINNER: Peso Pluma
Top Rock Touring Artist
Oh man, I don’t want to miss an opportunity to point out that Depeche Mode is awful and they make awful music. I can’t imagine what they do live, but I bet it’s fucking awful.
THE RIGHTFUL WINNER: It is, somehow, Coldplay.
Top Rock Duo/Group
This just makes me wish there was a full-on free-standing rock duo category. It would be fun! Most two-person rock bands are, in fact, very good! Let’s get on this one!
THE RIGHTFUL WINNER: Foo Fighters. Blah.
Top Rock Artist
Look, I know, I know, genre is a mug’s game and a marketing concern and blah and also blah, but like, in what way are most of these fellas in any way making rock music? Except Zach Bryan. I’ll allow for Zach Bryan.
THE RIGHTFUL WINNER: Zach Bryan
Top Country Touring Artist
I feel like Luke Combs has had a weird enough year that he deserves something, and a Billboard Music Award seems about right, I guess.
THE RIGHTFUL WINNER: Zach Combs. For his touring. Naturally.
Top Country Duo/Group
I had no idea Parmalee were still going. It’s a day full of surprises!
THE RIGHTFUL WINNER: The Zac Brown Band
Top Country Female Artist
Oh hey, Taylor Swift might make it to five after all!
THE RIGHTFUL WINNER: Taylor Swift
Top Country Male Artist
I have run out of ways to say “it’s Zach Bryan”
THE RIGHTFUL WINNER: Zach Bryan
Top Country Artist
And even when you throw the ladies in I’m still out of ways to say “it’s Zach Bryan”
THE RIGHTFUL WINNER: Zach Bryan
Top Rap Touring Artist
I mean, it really probably should be called “Rap Tour” since there’s not really any way that Snoop Dogg and Wiz Khalifa could be considered a single artist. Maybe there’s something I don’t know about the tour.
THE RIGHTFUL WINNER: Snoop Dog and Wiz Khalifa
Top Rap Female Artist
Whatever else, Ice Spice came right out of the corner swinging, and that’s enough to do it here.
THE RIGHTFUL WINNER: Ice Spice
Top Rap Male Artist
Have I already said “Good Grief” as an entire category writeup? Oh, look, ctrl+f says I haven’t. Great news. Good grief.
THE RIGHTFUL WINNER: 21 Savage
Top Rap Artist
Man, they opened it up to five and picked up two dudes, and none of the women made it into the category. I understand it’s the magic numbers system or whatever, but that still seems like a bummer.
THE RIGHTFUL WINNER: Metro Boomin
Top R&B Touring Artist
It’s kind of weird to note that The Weeknd’s customary string of rightful-winnerships hasn’t started until now.
THE RIGHTFUL WINNER: The Weeknd
Top R&B Female Artist
It’s also weird, while I’m on the subject of things feeling weird, to have bounced off that Beyonce album so hard. I just can’t get into it, y’all!
THE RIGHTFUL WINNER: SZA
Top R&B Male Artist
Ah, here he is again.
THE RIGHTFUL WINNER: The Weeknd
Top R&B Artist
It occurs to me that there might be some insight into the psyche of the algorithm-assemblers of the BBMA hivemind if one were to look at these categories – the ones where they take three from one of the gender-separated categories and two from the other – and looked at who was excluded in the contraction (in this specific case, Miguel). I’m not sure what you would learn, but it could be something.
THE RIGHTFUL WINNER: The Weeknd
Top Billboard Global (Excl. U.S.) Artist
I guess maybe it’s an off-cycle Ed Sheeran year, but it wasn’t until he came up here that I noticed that I hadn’t seen his name yet. Man.
THE RIGHTFUL WINNER: The Weeknd
Top Billboard Global 200 Artist
Additionally, I see Taylor Swift does make it into a global chart, because her non-USican fans celebrate her entire catalog. Very exciting.
THE RIGHTFUL WINNER: The Weeknd
Top Song Sales Artist
All the rest of this aside, it is telling that everyone here either has or has had a significant country music angle. It remains the case that, however it shook out, country music is where people buy their music the most.
THE RIGHTFUL WINNER: Taylor Swift
Top Radio Songs Artist
I will further say that I’d really like these categories if we got the actual numbers that went into them. I am, genuinely, fascinated by which audiences are paying, which are streaming, and which are listening to the radio in whatever way that’s measured. Some of the differences sort of appear to be self-evident (the two here that are different from the previous category are SZA and The Weeknd, for example), but that’s not necessarily always the case. I need them numbies.
THE RIGHTFUL WINNER: The Weeknd
Top Streaming Songs Artist
Also this category adds Zach Bryan again. Streaming-centric listeners love Zach Bryan.
THE RIGHTFUL WINNER: Zach Bryan
Top Hot 100 Producer
Oh yeah, Zach Bryan also produces his own music. I forgot I’d run into him down here, also.
THE RIGHTFUL WINNER: Zach Bryan
Top Hot 100 Songwriter
You know what’s super interesting is that despite his strengths as a performer I think that lol I’m just kidding it’s Zach Bryan.
THE RIGHTFUL WINNER: Zach Bryan
Top Hot 100 Artist
Hey wait where’d Zach Bryan go. This is an outrage!
THE RIGHTFUL WINNER: SZA
Top Billboard 200 Artist
Also, this year the Top Hot 100 Artist and Top Billboard 200 Artist categories are entirely identical. That’s dumb.
THE RIGHTFUL WINNER: Still SZA, because it’s the exact same field.
Top Duo/Group
Hey wait, is this the first year that three nominees for this award have come from the Latin categories? Hot crackers!
THE RIGHTFUL WINNER: Grupo Frontera
Top Female Artist
Maybe Olivia Rodrigo and Ed Sheeran can throw a little party for only having one nomination. It’s rare as hen’s teeth in the “pile every award on everyone” categoryfest that is the BBMAs
THE RIGHTFUL WINNER: SZA
Top Male Artist
Man, this has just sort of de facto been The Weeknd for so long16 that I had forgotten that I could type other names here. Luckily, I’ve gotten a lot of practice typing “z-a-c-h-space-b-r-y-a-n”.
THE RIGHTFUL WINNER: Zach Bryan
16 I think the only other major rightful winner is maybe Kendrick Lamar? Obviously lots of people win this every year who are unrightful, but that’s not what I’m doing here.
Top New Artist
Seriously. I’m like, ready to teach a masterclass in typing Zach Bryan’s name.
THE RIGHTFUL WINNER: Zach Bryan
Top Artist
Oh. Uh. Well. This is awkward. I really thought uh, this would be another Z-B situation. Gosh. I wonder why it isn’t? Ah, fate, she is fickle.
THE RIGHTFUL WINNER: SZA. Who seems like she might also be fickle. Like fate.
And there it is everybody! Another year on the books!