SEOUL, 23 August 2024 – In a move set to reshape the global K-pop landscape, Sony Music Entertainment Korea (SMEK) has signed a landmark distribution agreement with Attrakt, the management powerhouse behind the sensational girl group, FIFTY FIFTY. This strategic partnership will see SMEK taking the reins of FIFTY FIFTY’s worldwide distribution, while also driving global marketing initiatives and spearheading business development endeavors.
Arista Records to Lead U.S. Marketing Efforts
To ensure the group’s impact is maximized in one of the world’s largest music markets, Arista Records, a prestigious label under Sony Music Entertainment, will manage all U.S.-based marketing efforts and distribution. This collaboration marks a significant milestone in FIFTY FIFTY’s journey, further solidifying their status as one of K-pop’s most promising global acts.
FIFTY FIFTY: From Viral Sensation to Global Icons
FIFTY FIFTY, who burst onto the international scene with their record-breaking hit “Cupid,” has swiftly ascended to global stardom. The track, which set records as the fastest K-pop act to break into the US Billboard Hot 100 and UK Singles Chart, has established the group as a formidable force in the global music industry. The upcoming EP, set for release in late September, promises to build on this momentum, offering fans a slate of new tracks that showcase the group’s evolving artistry.
Strategic Vision: Amplifying K-pop’s Global Reach
The partnership between Sony Music Entertainment Korea and Attrakt underscores the growing influence of K-pop on the global stage. “We are incredibly excited to join forces with FIFTY FIFTY and Attrakt,” said Bobby Ju, Managing Director, Sony Music Entertainment Korea. “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.”
Shridhar Subramaniam, President of Corporate Strategy and Market Development for Asia and the Middle East at Sony Music Entertainment, added, “The global popularity of K-pop is undeniable, and this partnership represents a significant step forward in maximizing its potential. 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.”
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About Sony Music Entertainment
At Sony Music Entertainment, we honor the creative journey. Our creators shape movements, culture, communities, even history. And we’ve played a pioneering role in music history, from establishing the first-ever music label to inventing the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 100 countries, supporting a diverse and distinctive roster of talented creators at every level and on every stage. Situated at the intersection of music, entertainment, and technology, we bring imagination and expertise to emerging products and platforms, embrace new business models, and employ breakthrough tools — all to support the creative community’s experimentation, risk-taking, and growth. And we form deep, trusted, cause-based partnerships to uplift and empower communities around the world. Sony Music Entertainment is part of the global Sony family
Attrakt’s Vision: Pushing Boundaries
Chun Hong June, Chief Executive Officer of Attrakt, expressed his excitement about the collaboration, stating, “Sony Music Entertainment Korea and Arista Records’ expertise will be instrumental in introducing FIFTY FIFTY to their fans worldwide, and we are eager to embark on this exciting journey together. 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.”
A Bright Future for FIFTY FIFTY and K-pop
With Sony Music Entertainment Korea and Arista Records driving their global expansion, FIFTY FIFTY is poised to set new standards in the K-pop industry. This collaboration highlights Sony Music’s ongoing commitment to fostering K-pop talent and expanding its influence across international markets. As FIFTY FIFTY continues to captivate audiences around the world, their forthcoming EP release promises to be a defining moment in the genre’s global narrative.
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