Sony Music Entertainment Korea has signed a global distribution deal with Attrakt Entertainment, a fast-growing K-pop management company. The company aims 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 “manage the global distribution of Fifty Fifty's music, while also overseeing global marketing campaigns and business development initiatives.” Sony's Arista Records will handle marketing and distribution efforts in the United States.
The collaboration comes just days before Fifty Fifty releases a new song titled “Starry Night” and a new, untitled EP in mid-September. The move also comes shortly after the group regrouped.
Fifty Fifty debuted in November 2022 as a four-woman group and enjoyed global success with last year’s single “Cupid.” Attrakt reported that the song “was the fastest K-pop group to enter the US Billboard Hot 100 and the UK Singles Chart.” But all four members of the group became embroiled in a contractual dispute with Attrakt and three of them chose to leave.
“After the conflict, only one original member, Kina, returned to the group. Since then, Attrakt has reorganized Fifty Fifty as a quintet, adding four new members: Chanel Moon, Yeewan, Hana, and Athena,” Yonhap News Agency reported.
“We are working to capture the new identity of Fifty Fifty and the individual strength of each member,” Attract said in a Korean-language statement 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 Joo, General Manager of SMEK.
“We believe that 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 collaboration is a testament to the exciting future of the K-pop industry,” said Sridhar Subramaniam, Head of Corporate Strategy and Market Development, Asia and Middle East, Sony Music Entertainment.
“With the upcoming Fifty Fifty album set to be released at the end of September, we have carefully planned a systematic global marketing strategy to continue pushing the boundaries of K-pop music’s potential and potential to the rest of the world,” said Chun Hongjun, CEO of Attrakt.
