Sony Music Entertainment Korea has signed a global distribution deal with Attrakt Entertainment, a fast-growing K-pop management company. They want to expand the global reach of Fifty Fifty, a girl group that recently had to rebuild after most of its members quit.
SMEK said it will “spearhead the global distribution of Fifty Fifty’s music, while overseeing global marketing campaigns and business development initiatives.” Sony’s Arista Records will handle marketing efforts and distribution in the US.
The collaboration comes shortly, just days before Fifty Fifty releases a new song called “Starry Night” and ahead of a self-titled new EP in mid-September. The move also comes shortly after the group was reconstituted.
Fifty Fifty debuted in November 2022 as a four-woman act and enjoyed multinational success last year with ‘Cupid’. Attrakt reports that the song was “the fastest K-pop act to enter the US Billboard Hot 100 and the UK Singles Chart.” But all four group members became embroiled in a contract dispute with Attrakt and three chose to leave.
“After the conflict, only one original member, Keena, returned to the group. Attrakt has since reorganized Fifty Fifty as a quintet, with four new members: Chanelle Moon, Yewon, Hana and Athena,” reports Yonhap news agency.
“We are working to capture both Fifty Fifty’s new identity and each member’s individual strengths,” Attrakt said in a statement in Korean on Wednesday.
“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,” said Bobby Ju, MD of SMEK.
“We believe Fifty Fifty’s music resonates deeply with audiences around the world, and we are committed to supporting their artistic vision as they become global superstars. This partnership is a testament to the exciting future of the K-pop industry,” said Shridhar Subramaniam, president, corporate strategy and market development, Asia and Middle East, Sony Music Entertainment.
“With the upcoming release of the Fifty Fifty album in late September, we have meticulously planned a systematic global marketing strategy to continue pushing the boundaries of K-pop’s potential and musicality to the rest of the world,” said Chun Hong June, CEO of Attract.
