Fifty Fifty (group)

Fifty Fifty (; stylized in all caps) is a South Korean girl group formed by Attrakt, an independent record label, in 2022. The group debuted on November 18, 2022, with their EP ''The Fifty''.

They experienced a commercial breakthrough with their viral hit single "Cupid". The single, which was released in February 2023, made Fifty Fifty the fastest K-pop group to enter the US ''Billboard'' Hot 100 and UK Singles Chart, within four months of debut. Furthermore, it made them the first K-pop girl group to enter the top ten of the UK charts. In 2023, they signed to Warner Music Korea.

Name

The group's name, Fifty Fifty, indicates the coexistence, in equal parts, of a hope-filled ideal and a harsh reality, and their hope to be a whole 100 with their fans.

History

Pre-debut

In 2019, Attrakt CEO Jeon Hong-joon and the CEO of performance production company KAMP met in Singapore during a festival and decided to work together to produce a global K-pop girl group, with KAMP in charge of the overseas marketing. The two companies were joined by one of KAMP employees and producer, Ahn Sung-il (Siahn). Twelve trainees were recruited by Jeon for a year starting in December 2019 and were finally reduced to four through monthly evaluations.

In January 2021, KAMP left the project due to differing views over the global strategy. The following May, Ahn and two other KAMP employees who had been involved in the project resigned and established The Givers: while Jeon was in charge of raising money, Ahn chose the music direction and trained the members in music theory, singing, dancing, rapping, acting and English. More than a month were spent on the group, and more than a billion was invested in the production of four music videos.

Prior to the group's debut, Saena participated as a contestant on KBS' dancing competition show ''Dancing High''.

2022: Introduction and debut with ''The Fifty''

After two years of training, on November 14, 2022, Fifty Fifty announced that they would be debuting in November 2022 by releasing the group's official logo image posted across all the group's social media accounts. The same day, a pre-released music video for the song "Lovin Me" was released on their official YouTube channel. The members were revealed on November 15 through the concept photo of their debut album, which revealed the names and the debut date, and official photos of the members for the first time. A performance video of "Log In" was also released the same day.

Fifty Fifty released their debut extended play (EP) ''The Fifty'' on November 18, 2022, with "Higher" serving as the lead single. The album contains the first journey of girls who yearn for freedom beyond the chaos of reality and eventually move on to a utopia. It consists of four tracks – "Higher", which has an R&B pop feeling that sings about the world of ecstasy and dreams, "Tell Me", a city pop song, "Lovin Me", which conveys a message of comfort to young people who are going through growing pains, and "Log In", which expresses the movements of girls who rebel to escape from the suffocating real world with intense performances. Promotions for the extended play's release began on November 22 with their music broadcast debut on SBS M's ''The Show'' and ended on KBS2's ''Music Bank'' on December 2. The EP did not enter the Circle Album Chart when it was first released, but it debuted at number forty-four on the chart issue dated December 18–24, 2022, with 2,597 album sales. Korean critic magazine ''IZM'' rated the album 4.5 out of 5 stars, the highest rating the magazine has ever given to a girl group. The writer, Son Seung-geun, opined that Fifty Fifty "is a good example of what happens when great songs and good singers meet. Thanks to them, Korea has one more good girl group."

Fifty Fifty was selected as one of The Recording Academy's "K-pop Girl Groups To Watch in 2023", writing, "the quartet displays various colors and a vocal maturity that is both hard to find and crucial to have." They were also named one of the "Best K-pop Debuts of the Year" by ''Rolling Stone India'', and "Tell Me" and "Lovin' Me" were featured on the lists of the "Best K-pop Songs of 2022" compiled by ''Paper'' and ''Mashable'', respectively.

2023: International success with "Cupid" and legal dispute with Attrakt

On February 24, 2023, the group released its first single album, ''The Beginning: Cupid'', along with the music video for title track "Cupid". The song, which was recorded both in Korean and English, saw Keena writing part of the Korean lyrics. Soon after, a fan-made sped-up rendition of the English version went viral on TikTok. "Cupid" consequently entered the ''Billboard'' Hot 100 on March 27, making them the sixth group and the fastest K-pop group in history to do so. The song went on to become the highest-charting hit by a South Korean girl group in the history of the Pop Airplay chart, and the second South Korean music act to land on the Adult Pop Airplay after BTS.

On June 19, the members of the group filed for an injunction to suspend their exclusive contracts with Attrakt, citing the violation of contractual obligations, as well as the lack of transparency in financial settlements, and medical negligence, during the group's promotions. They also filed for trademarks of the group's name and their stage names. The news of the injunction was belatedly revealed to the public after Attrakt accused Warner Music Korea and Ahn Sung-il of trying to get the members to violate their contracts to sign with another agency. While both parties denied the claim, Attrakt filed criminal charges against Ahn and three other individuals for fraud, breach of duty, and obstruction of business.

The ongoing lawsuit resulted in the cancellation of advertising contracts and the KCON LA 2023 appearance scheduled for August 19. Filming for the music video for "Barbie Dreams" from the ''Barbie'' movie soundtrack, released on July 6, also fell through. On August 28, the Seoul Central District Court sided with Attrakt against Fifty Fifty, dismissing the injunction. Fifty Fifty's law firm, Barun Law, stated that the group would immediately appeal against the dismissal. On October 17, one of the members, Keena, withdrew her lawsuit against Attrakt and returned to her original agency. On October 23, Attrakt announced the termination of the exclusive contracts of the remaining three members (Saena, Aran and Sio) as of October 19. On October 24, the Seoul High Court upheld the decision to dismiss the injunction.

On October 29, Attrakt announced that Keena would be at the ''Billboard'' Music Awards on behalf of the group, with plans to re-organize the group in the future. On November 2, it was confirmed that the group would be continuing with a "second generation" of members, with Keena as part of the lineup, alongside three new members. On November 24, Fifty Fifty became the first K-pop girl group to enter the ''Billboard'' Hot 100 year-end, after "Cupid" ranked 44th in the list.

2024–present: Re-organization

On January 8, 2024, it was confirmed that auditions were conducted to recruit three to four new members to join Fifty Fifty alongside Keena, with a view to re-launch the group as a four or five-member girl group. One of these auditions was set to take place from January to February 2024 in the Southeast Asian region, specifically in Singapore and Thailand, to recruit new members in preparation for the re-debut of Fifty Fifty, which was slated to proceed in the second quarter of 2024. Attrakt's CEO Jeon Hong-joon and Singaporean K-pop singer David Yong (who was the CEO of a Singapore company) are set to overlook the Southeast Asia audition as part of its judging panel.

Members

Current

* Keena () – leader, vocalist, dancer, rapper

Former

* Saena () – vocalist, dancer, rapper
* Aran () – vocalist, dancer
* Sio () – vocalist, dancer

Discography

Extended plays

Single albums

Singles

Promotional singles

Other charted songs

Videography

Music videos

Other videos

Filmography

Web shows

Awards and nominations

References

External links

*

{{Authority control

Attrakt artists
2022 establishments in South Korea
K-pop music groups
Musical groups from Seoul
Musical groups established in 2022
South Korean girl groups
South Korean dance music groups
South Korean pop music groups