From Local Sensation to Global Superstar: FIFTY FIFTY’s ‘Cupid’ Wins Street Cred Worldwide!
FIFTY FIFTY’s “Cupid” is an undeniable K-pop banger that’s taken over the world. Independent label ATTRAKT had a hit on their hands, and with the help of K-pop expert Sung-Il Ahn (aka SIAHN), they launched the irresistible girl group, FIFTY FIFTY. This independent record company did not have the monetary means and organizational framework of a corporate entity like major K-pop powerhouses HYBE and YG Entertainment, but they used clever marketing, social media virality, and a “Twin Version” in English to make FIFTY FIFTY an international sensation.
It’s no surprise that the music industry has always been highly competitive. To succeed, you need street cred and innovation, and Attrakt’s CEO Chun and SIAHN brought that. They tore up the rulebook and changed almost everything. During the planning phase, their efforts were focused on talent discovery, training curriculum development, and prioritizing the creation of a unique group identity, which ultimately led them to discover music that showcased each member’s individual style through production. SIAHN co-wrote and produced “Cupid” with the girls and worked closely with them throughout the song’s creation.
In addition to creating amazing music, ATTRAKT needed a marketing strategy that would highlight FIFTY FIFTY’s unique qualities, and they enlisted SIAHN’s help to do so. After the group’s mini-documentary garnered millions of views on YouTube, they released an English-language version called the “Twin Version” which became popular on TikTok after fans experimented with the tempo. The “Twin Version” features a more music-centric approach with a slightly different mixing style and arrangement to better convey the message.
ATTRAKT’s strategic marketing plan paid off as the “Twin Version” went viral, and fans couldn’t get enough. The song reached the No. 4 spot on Spotify’s Global 200 and on YouTube’s Global Top Songs chart, and No. 41 on the Billboard Hot 100. And that’s before Warner Records, who recently picked up the banger for North America, takes it to radio.
SIAHN focused on developing each member’s unique traits and improving their weaknesses. FIFTY FIFTY’s members Saena, Aran, Keena, and Sio completed their K-pop boot camp in 2022 and were hand-selected for stardom. The final result of “Cupid” could have been entirely different if they didn’t like it, but the girls loved it, and their fans connected with the subject matter. While English-language versions of K-pop songs are increasingly common, they are usually rolled out after the original and frequently feel like an afterthought. “Cupid” is a catchy, heartfelt song that has a message that resonates with people of all ages, and it’s proof that innovative marketing strategies and unique, relatable messaging can make all the difference.
While English-language versions of K-pop songs are increasingly common, they are usually rolled out after the original and frequently feel like an afterthought. That’s not the case here. FIFTY FIFTY’s “Twin Version” took over TikTok, and it caught the attention of Warner Records, who have shown their full support for FIFTY FIFTY. The vast amount of user-generated content produced by fans and listeners worldwide also contributed to the song’s global appeal.
FIFTY FIFTY’s success is not just a testament to their talent and hard work, but also to the power of innovative marketing strategies that showcase a group’s unique qualities. ATTRAKT, Chun, and SIAHN brought their A-game, and their efforts paid off. They’ve shown that K-pop artists can succeed outside of Asia, and with the right marketing strategy and relatable messaging, they can take over the world.
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