Fifty Fifty, a K-pop girl group, has taken the music charts by storm with their record-breaking success on major Western platforms such as Billboard and Official Charts, despite their relatively low profile in South Korea.
Comprised of four members – Keena, Aran, Sio, and Saena – Fifty Fifty made their debut in November of last year with their first EP titled “The Fifty,” featuring the lead track “Higher.”
As an underdog in the highly competitive K-pop market, being under the management of independent record label Attrakt, Fifty Fifty faced significant challenges. Attrakt, established in 2021, is a newcomer label with Fifty Fifty being their first and only idol group to date.
In a strategic move to target a global audience rather than solely focusing on local fans, Attrakt aimed for virality on TikTok. A TikTok dance challenge featuring Fifty Fifty’s latest single “Cupid,” set to a sped-up version, went viral, leading to their commercial success.
Following the song’s popularity, “Cupid” secured spots on the Billboard Hot 100 and the Official Singles Chart Top 100.
Jeff Benjamin, a K-pop columnist at Billboard, explained, “K-pop has faced challenges in connecting their songs with TikTok users, who hold significant influence in today’s global music landscape. While there have been several songs by top-selling acts that went viral on TikTok, there needs to be more engagement with that audience.”
Benjamin praised the brilliance of “Cupid” for its release in both Korean and English versions, catering to diverse audiences. Additionally, Fifty Fifty embraced the TikTok trend by officially releasing their own sped-up version of “Cupid,” which initially caught people’s attention.
Currently, Fifty Fifty’s “Cupid” holds the No. 9 position on the Official Singles Chart Top 100 and the No. 19 spot on the Billboard Hot 100, marking the highest achievement for a female K-pop act.
Experts attribute the group’s success to their musical strengths, setting them apart from many K-pop artists who heavily rely on downloads and album sales from their fandom.
“Fifty Fifty showcases subtle vocals that are pleasing to the ear. They focused on creating a good song that entices listeners rather than relying on flashy performances or catchy hooks,” remarked local music critic Jung Min-jae.
Benjamin highlighted the standout vocal abilities of the Fifty Fifty members, particularly praising the youngest member, Aran, for her gorgeous warm tone reminiscent of Western R&B and soul singers. He also noted the unique chord change in the final chorus of the original Korean version of “Cupid,” setting it apart from other hit girl group tracks.
After their rapid rise to stardom, Fifty Fifty and their production team are carefully considering their next move.
“We feel the pressure from chart results and are contemplating which song to release next. We will strive to return with even better music that showcases our distinct group colors,” expressed Saena of Fifty Fifty during a recent press conference in Seoul.
It seems that the agency is nearly ready to bring the girls back on stage, as Siahn, the co-CEO of Attrakt and producer of “Cupid,” announced on Fifty Fifty’s official YouTube channel two weeks ago, “Please look forward to our next episode. Another one coming soon.”
