The MMA ceremony is a night that all K-Pop idols and artists look forward to. Kakao's music platform is all set to showcase a new type of music festival that fits the social distancing situation while also narrowing the distance between music-lovers, supporters, and artists.
MMA will set the first week of December (12/2-5) as the MMA WEEK and will hold MMA 2020 (Melon Music Awards 2020) online, in a non-face to face or untact mode.
MMA has been selecting winners every year since it was first held online in 2005 through voting and expert screening based on Melon members' usage data, the largest music platform in Korea. From 2009, it was expanded to offline, and it was held annually on and offline until 2019. This year, in line with the social distancing policy for the prevention of the spread of the COVID-19 infection, MMA will expand the contact point between artists, music fans, and stakeholders in the music and performance industry stagnated by the aftermath of the pandemic in an online and non-face-to-face manner, thus proposing and offering a brand new way to engage and enjoy the culture.
MMA 2020 will provide rich content and connect more diverse music-artists-music fans worldwide by utilizing the strength of online media. During the MMA WEEK, a new way of performing, a variety of special videos and playlists that look back on the music industry this year, and a Melon magazine containing various artists' stories will be presented. It will also include a variety of participatory events for Melon members. The MMA 2020 teaser will be released on November 6, 2020.
MMA 2020 can be easily participated in and enjoyed through various online channels such as Melon App/Web, KakaoTalk #Kakao TV tab, and the official YouTube channel. Details are being announced on Melon's announcement and official SNS accounts (Instagram and Twitter).
An official from Kakao said, "The first MMA WEEK is a week where various artists, music genres, and fans will meet, and it will be filled with the feeling of a 'festival that everyone enjoys' that invigorates the culture and art industry. Even if the distance has increased, the musical distance between music fans and artists will be able to experience a music festival that has become closer."
The Melon Music Awards is a major music award show held annually in South Korea and organized by kakao M (a kakao company) through its online music store, Melon.
The 2019 edition was held on November 30, 2019, at the Gocheok Sky Dome. The 1st Melon Music Awards ceremony was broadcast through CU Media's y-star, Dramax, and Comedy TV channels. Internet partners include Melon, Nate (then a sister brand), GOMTV, and Afreeca TV (2009-2010).
In 2010, LOEN Entertainment partnered with MBC Plus Media, and the latter transmitted the awards night through MBC every1, MBC Dramanet (from 2010-2011 and 2013), MBC Game (now defunct), and MBC Life (now defunct). When MBC Music was launched in 2012, it shared the honor of being the flagship station of MMA with MBC every1. MBC QueeN joined in 2013.
Daum was the local internet partner in 2013. One year later, it merged with LOEN's incumbent parent company Kakao.
In 2018, the awards show was broadcast on JTBC2, JTBC4, 1theK, and KakaoTV as part of their partnership with JTBC Plus Media. Since 2011, Alphabet Inc.'s YouTube (specifically the 1theK (formerly LOEN MUSIC) channel) is the internet broadcast partner of Melon Music Awards. Microsoft's Zune was the first internet broadcast partner (2009).
Fans cannot wait for all the special events that Kakao has in store for MMA week and are rooting for their favorite artists!
