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Sony Music Partners With Korea’s Attrakt to Relaunch K-pop Girl Group Fifty Fifty
Sony Music Entertainment Korea has signed a global distribution deal with Attrakt Entertainment, a rapidly growing K-pop management company. The aim of this partnership is to broaden the global presence of Fifty Fifty, a girl group that had to be reformed after most of its original members left.
SMEK announced that it will “spearhead the worldwide distribution of Fifty Fifty’s music, while also overseeing global marketing campaigns and business development initiatives.” Sony’s Arista Records is set to handle U.S.-based marketing efforts and distribution.
This collaboration is timely, occurring just days before Fifty Fifty releases a new song titled “Starry Night” and ahead of an untitled new EP in mid-September. The deal follows the reconstitution of the group.
Fifty Fifty first debuted in November 2022 as a four-member act and gained international success with their song “Cupid.” Attrakt has noted that “Cupid” was the fastest K-pop act to enter both the U.S. Billboard Hot 100 and the U.K. Singles Chart. However, all four members later entered into a contractual dispute with Attrakt, leading three of them to leave the group.
“Following the conflict, only one original member, Keena, returned to the group. Attrakt has since reorganized Fifty Fifty as a quintet, adding four new members: Chanelle Moon, Yewon, Hana, and Athena,” according to the Yonhap news agency.
Attrakt stated, “We are working to capture both Fifty Fifty’s new identity and the individual strengths of each member,” in a Korean-language statement released on Wednesday.
Bobby Ju, Managing Director of SMEK, commented, “This partnership marks a pivotal moment in our K-pop strategy, and we are confident that Fifty Fifty’s immense talent, combined with our global reach, will create a powerful force in the music industry.”
Shridhar Subramaniam, President of Corporate Strategy and Market Development, Asia and Middle East, Sony Music Entertainment, added, “We believe that Fifty Fifty’s music resonates deeply with audiences worldwide, and we are committed to supporting their artistic vision as they become global superstars. This collaboration is a testament to the exciting future of the K-pop industry.”
Chun Hong June, CEO of Attrakt, said, “With the upcoming Fifty Fifty album release at the end of September, we have meticulously planned a systematic global marketing strategy to keep pushing the boundaries of K-pop’s potential and musicality to the rest of the world.”
Source: Variety, Yonhap
