TXT’s “MAMA Awards” VCR Receives Scathing Criticism
On November 21, The 2024 MAMA Awards held its first night of events, bringing together major K-Pop artists, including TXT.
While the boy group delivered a breathtaking performance, complete with impressive live vocals, eye-catching choreography, and grand stage effects, one aspect of their performance has been the subject of severe criticism.
TXT at the 2024 MAMA Awards [FULL]
– Deja Vu
– Over The Moon pic.twitter.com/TTGyAQzuTr— 하지 (@txtarchivee) November 22, 2024
TXT’s performance opened with a VCR featuring Yeonjun. The clip featured some surrealistic imagery set against a musical score as the narration introduced a concept called “the big blur”—something that obscures the line between reality and fantasy.
2024 mama opening vcr – #yeonjun
“show me the big blur, the line between imagination and reality” pic.twitter.com/nCUFz50vDF
— TXT Translations 💬 (@translatingTXT) November 22, 2024
While the VCR elevated the concept of TXT’s performance, the video’s disclaimer left many fans enraged. It mentioned that some of the footage and all the music used in the VCR were generated through AI (Artificial Intelligence).
The clip immediately drew fierce criticism directed at HYBE. The company has constantly pushed toward AI integration into its artists’ works, which fans have mostly been opposed to, given the ethical and environmental concerns, as well as the question of artists’ rights.
girl fuck hybe i'm so srs what the fuck https://t.co/qN6WBMJL6N pic.twitter.com/jcW78TdBFM
— 빅히트 인턴⁷ is meeting dnp! (@whereisjoon) November 22, 2024
hybe needs to get the fuck out of here with this ai bullshit https://t.co/XbwyO1jKqA pic.twitter.com/1TE1xFdz74
— ജ🦇 (@jeonderqueer) November 22, 2024
all the music in this and some of the visuals were generated by fucking ai we need to abolish hybe https://t.co/07Ts3D8kYf
— basil 😷 #boycottHYBE (@ANEM01A) November 22, 2024
what the fuck is hybe doing, i thought their motto is "we believe in music", i didnt think that includes ai generated crap?? the disrespect towards their own very real groups is insane. if you dont boycott this goddamn company…… #BoycottHYBE https://t.co/QcuUhz3f39
— lara ✧.* (@dionysusonfire) November 22, 2024
wtf do u mean all the music is created using ai ?? UR AN ENTERTAINMENT COMPANY THAT PRODUCES MUSIC AND MUSIC ARTISTS ???? https://t.co/UAJmp8me50
— ✭ (@revelrevelnomi) November 22, 2024
Though HYBE’s stance toward AI has been to use this technology to boost the art of their artists, fans are left questioning how generating music through AI could ever be a good look for a music label.
In a previous incident, the use of AI had completely divided fans of the HYBE boy group SEVENTEEN. You can read more about it here.
