Sony Music Pacts With Korea’s Attrakt to Expand Reach of Fifty Fifty, K-Pop Girl Group Reformed After Dispute

Patrick Frater
·2-min read

Sony Music Entertainment Korea has signed a global distribution deal with Attrakt Entertainment, a fast-rising K-pop management company. They aim to expand the global reach of Fifty Fifty, a girl group that recently had to be rebuilt after most of its members quit.

SMEK said 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 will handle U.S.-based marketing efforts and distribution.

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The tie-up comes shortly just days before Fifty Fifty releases a new song called “Starry Night” and ahead of an untitled new EP in mid-September. The move also follows shortly after the group was reconstituted.

Fifty Fifty debuted in November 2022 as a four-woman act and enjoyed multinational success with “Cupid” last year. Attrakt reports that the song “was the fastest K-pop act to enter the U.S. Billboard Hot 100 and the U.K. Singles Chart.” But all four group members became involved in a contract dispute with Attrakt and three chose to leave.

“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,” the Yonhap news agency reports.

“We are working to capture both Fifty Fifty’s new identity and the individual strengths of each member,” Attrakt 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 Ju, MD of SMEK.

“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,” said Shridhar Subramaniam, president, corporate strategy and market development, Asia and Middle East, Sony Music Entertainment.

“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,” said Chun Hong June, CEO of Attrakt.

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