Fifty Fifty is not a golden spoon group trained by big companies, but Fifty Fifty is a successful and surprising group with world tradition especially after the super hit Cupid. So what factors make this success?
Turn a disadvantage into an opportunity
As a Kpop fan and following this music market, you will surely see that in 2022 there are a series of new groups released such as NewJeans, Le Sserafim, NMixx... Big companies like JYP, HYBE.....
But with Fifty Fifty it is different. The group consists of 4 members: Saena, Aran, Keena, Sio, formed by a small record label Attrakt, under Star Crew Entertainment with less than 2 years of experience.
To talk about communication as well as the ability to communicate for artists, Fifty Fifty is completely weak. But the group's management company turned the disadvantage into an advantage.
SIAHN, Music Director and later appointed one of Attrakt's CEOs, told Variety: "The company had no experience producing an idol group, so we had to change the whole process".
In a previous interview with Billboard, SIAHN said: “We are a small team, but would benefit from getting results faster with a more flexible decision-making process. Unlike traditional K-pop agencies, we approach our artists with flexibility and personal communication, resulting in more authentic and natural performances from the girls."
Our streamlined communication process is something larger companies often lack due to their complex organizational hierarchies.”
They choose to innovate by "spotting talent and developing a training program". Instead of arranging the group according to the available songs like the usual way in Kpop, SIAHN has adjusted the music to the individual strengths of each member.
"We focused on developing each member's unique characteristics and improving their weaknesses. We prioritized the group's own identity during the planning phase, which helped find musical color. show each member's individual style most effectively," SIAHN told Variety about how to keep Fifty Fifty from following the "trails" of K-pop.
Succeeding with the hit Cupid with great achievements
Having spent 7 consecutive weeks on the US top singles chart Billboard Hot 100, and impressive climb from number 100 to number 19 with the hit "Cupid", Fifty Fifty surprised the public. Only 6 months after its release.
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