FIFTY FIFTY partners with Sony Music Arista Records for 2nd mini-album in North America

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South Korean girl group FIFTY FIFTY’s second mini album, scheduled for release on September 20, 2024, is garnering attention from the global music market.

ATTRAKT and Arista Records, a subsidiary of Sony Music Entertainment, have teamed up to distribute and promote the album in the North American market.

The partnership is strategically planned for Fifty Fifty’s global success, specifically targeting the Billboard Hot 100 chart.

Sony Music, along with Universal and Warner Music, is one of the world’s top three record labels and releases albums by a wide range of global artists.

Arista Records has released albums by legendary artists in the past, including Whitney Houston, Aretha Franklin, and Patti Smith, and this partnership will help Fifty Fifty enter the North American market.

“Working with Sony Music, one of the world’s top three record companies, will be a huge boost for us,” said Hongjun Jeon, CEO of Attract, adding that they have a systematic marketing plan to help Fifty Fifty return to the global charts.

“The combination of Fifty Fifty’s talent and our global reach will create a powerful synergy,” said Young Chan Joo, CEO of Sony Music Entertainment Korea.

Attract is confident that this album will be different from their previous successes for a different reason.
They were able to choose the best songs from thousands of great ones.

Promotional content, including the album and accompanying music video, was already shared with Sony Music Entertainment about six weeks ago, and Arista Records plans to utilize it for local markets and promotions.

With this comeback, Fifty Fifty will showcase upgraded music and performances with new members Yewon, Chanel, Hana, and Athena, centered around the group’s core member Kina.

Of the new members, Chanel is a native English speaker and Athena speaks English, Chinese, and French, which will allow them to better communicate with their global fans.

The other members are also continuing to improve their English skills, which will make global promotion and communication easier.

Fifty Fifty’s first mini album track “Cupid” entered the Billboard Hot 100 chart at No. 131 after its release on February 24, 2023, and stayed on the chart for 25 consecutive weeks.

This was a first for a K-pop girl group, and it was met with an enthusiastic response from fans around the world.

However, the group’s partnership with Warner Records later ended, leading to the departure of some members, and Fifty Fifty reorganized with new members to prepare for this comeback.

Fifty Fifty’s comeback, which is expected to be one of K-pop’s biggest viewing points in the second half of 2024, will be heavily promoted, especially through global platforms like YouTube.

As soon as the teaser motion was released, it became one of YouTube’s top trending videos, sparking a new nickname among fans: “Ftianze”.

Fifty Fifty’s renewed comeback will be a welcome surprise for existing fans and an opportunity to attract new ones.
It will be interesting to see how they perform in the global music market, and it’s likely that this album will help to further elevate the status of K-pop.