Sony Music Entertainment Korea has signed a global distribution deal with Attrakt Entertainment, a fast-growing K-pop management company, to expand the global reach of Fifty Fifty, a girl group that recently had to rebuild after most of its members left.
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SMEK said the company will "lead the worldwide distribution of Fifty Fifty's music, while also overseeing global marketing campaigns and business development initiatives." Sony's Arista Records will handle marketing efforts and distribution in the U.S.
The collaboration comes shortly before Fifty Fifty releases a new song called "Starry Night" and ahead of an untitled new EP in mid-September. The move also comes shortly after the group reformed.
Fifty Fifty debuted in November 2022 as a four-piece act and enjoyed international success last year with "Cupid." Attrakt reports that the song was "the fastest K-pop act to enter the US Billboard Hot 100 and the UK Singles Chart." However, all four group members became embroiled in a contract dispute with Attrakt, and three chose to leave.
