The world’s number one K-pop music awards ceremony, the Mnet Asian Music Awards, lit Twitter on fire as fans all over the world excitedly contributed to the massive online conversation about #2021MAMA. The theme for MAMA this year was “MAKE SOME NOISE” and we definitely heard the fans loud and clear on Twitter.
Twitter has seen an astounding 143 million Tweets worldwide between 4 November – when the voting for #2021MAMA first started – and the actual event on 11 December. Since 2015, Twitter has been earnestly fueling the growth in MAMA-related conversations, and as a true testament to the event’s popularity, the Tweet volume in 2021 is 16.6 times more than the 8.6 million Tweets we observed in 2015. Conversations about this highly-anticipated annual event steadily increased and reached new heights year after year – with 102 million Tweets worldwide in 2019, rising to 126 million Tweets in 2020, and eventually reaching the highest yet, with 143 million this year.
Demonstrating its worldwide reach, the top 10 countries who Tweeted about the event were from three continents.
#2021MAMA Tweet Volume for Top 10 Countries
Source: Twitter internal data, Global Tweets, Nov 4 - Dec 11, 2021 PST.
Hashtags and keywords related to the event dominated Twitter trends as people all over the world talked about the award show online. The hashtag #2021MAMA topped Twitter’s global real-time trends, and made it onto the trend rankings in 113 countries, including South Korea, the United States, Belgium, Italy, Brazil, Malaysia, and the United Arab Emirates.
That’s not all. Many other related keywords, including the name of the event, 2021 MAMA, and the artists who attended the show also ranked first on the trends in 60 countries, while #MAMA2021, Mnet, and MAMA RED CARPET ranked first in 36 different countries.
Exclusive #OnlyOnTwitter 2021 MAMA content
As Twitter connects K-pop artists and their fans around the world, we once again partnered with MAMA this year to provide a variety of exclusive content on our service. This included a Twitter poll with a compilation of artist performances, a star countdown, special red carpet videos (with MAMA Twitter Stanbot), voting for the Worldwide Fans’ Choice Top 10 award, special emojis, and a live MAMA event page.
MAMA Twitter Stanbot
The MAMA Stanbot in particular was extremely well-received by fans. Making its return since the 2020 edition of MAMA, fans continued to show love for the stanbot that provided clips of their favorite artists through high-definition and slow-motion videos.
The #2021 MAMA_Stanbot captivated people on Twitter with the participation of K-pop artists like Lee Hyori, NCT (@NCTsmtown), Stray Kids (@Stray_Kids), ATEEZ (@ATEEZofficial), TOMORROW X TOGETHER (@TXT_members), ITZY (@ITZYofficial), æspa (@aespa_official), ENHYPEN (@ENHYPEN), and Brave Girls (@BraveGirls).
The leaders and members of the dance crews from Street Woman Fighter such as Shin Gabee from LACHICA, no:ze (@noze_world) from WAYB, Leejung from YGX, Rihey (@Rihey__) from CocaNButter, Monika from PROWDMON, Aiki from HOOK, Honey J (@__honey_j__) from Holy Bang, and Hyojin Choi from WANT also participated in the event.
Of course, popular actors like Heo Sung-tae of Squid Game, Kim Hye-yoon, Lee Do-hyun (@ldh_official), Lee Sun-bin (@ljk5151), Nam Yoon-su and other celebrities such as Ahn Hyun-mo and Lee Hyun-yi were featured by the #2021 MAMA_Stanbot as well.
2021 MAMA Event Page
To keep fans updated on the latest happenings, Twitter created a special 2021 Mnet Asian Music Awards Event Page to provide K-pop fans with all the #2021MAMA-related information and content in real-time. This ensured that fans never missed a moment and could always promptly show their support for their favorite artists.
Media Poll: Compilation of Artist Performances
The specially-created Twitter emoji for #2021MAMA encouraged fans to take part in more conversations about the event. The emojis were activated with hashtags like #2021MAMA, #MAMAVOTE, #MAMA_STANBOT, #Stanbot, and #MAMARedCarpet.
Twitter is where fans get the fastest updates on #2021MAMA
MAMA shared content including red carpet moments, artist performances, and award speeches through the official Twitter account (@MnetMAMA), enabling fans everywhere to view and get in on the action. MAMA also used a number of official event hashtags like #2021MAMA_Moment #2021MAMA_Photo and #2021MAMA_Behind.
One notable performance during the event was the collaboration between Lee Hyori, the first female MAMA host, with the leaders of Mnet’s Street Woman Fighter. The female dance crew survival program created waves this year and captivated fans from all over the world. Their performance with Lee Hyori during the event was Tweeted out via MAMA’s official account (@MnetMAMA) and has since garnered more than 60,000 views.
The #2021MAMA boasted the best all-time lineup that included top K-pop artists NCT (@NCTsmtown), NCT 127 (@NCTsmtown_127), NCT DREAM (@NCTsmtown_DREAM), Brave Girls (@BraveGirls), Stray Kids (@Stray_Kids), æspa (@aespa_official), ATEEZ (@ATEEZofficial), ENHYPEN (@ENHYPEN_members), Wanna One (@WannaOne_twt), JANNABI (@BandJannabi), TOMORROW X TOGETHER (@TXT_members), and Tiffany Young (@tiffanyyoung).
There were also appearances by top celebrities Kim Seo-hyung, Kim Young-dae, Kim Hye-yoon, Nam Yoon-su,Ahm Bo-hyun, Lee Sun-bin (@ljk5151), Cho Bo-ah, Cho Jung-Seok (@jojeol), Choi Soo-young (@sychoiofficial), Heo Sung-tae, and Ha Dong Hoon (@Quanninomarley).
As the popularity and reach of K-pop and MAMA continue to grow, be sure to check out all the action happening on Twitter!