FIFTY FIFTY (피프티피프티)

FIFTY FIFTY (피프티 피프티) is a South Korean girl group formed by ATTRAKT, known for their rapid rise in the K-pop industry and their subsequent challenges. The group debuted on November 18, 2022, with their first extended play (EP) titled The Fifty, which featured the lead single “Higher.” Originally, the group consisted of four members: Saena, Aran, Sio, and Keena. Their debut was well-received, setting the stage for what would become a breakthrough year in 2023.

In February 2023, FIFTY FIFTY released their first single album, The Beginning: Cupid, which included the title track “Cupid.” The song became an unexpected viral sensation, particularly after a fan-made sped-up version gained traction on TikTok. This version’s popularity catapulted “Cupid” onto the Billboard Hot 100 and the UK Singles Chart, making FIFTY FIFTY the fastest K-pop group to achieve such a feat. The song peaked at number 19 on the Billboard Hot 100 and number 8 on the UK Singles Chart, marking a significant milestone in their career and establishing them as a prominent name in the global K-pop scene.

However, the group’s rapid success was soon overshadowed by legal issues. In June 2023, the members of FIFTY FIFTY filed an injunction to suspend their exclusive contracts with ATTRAKT, citing concerns over lack of transparency and medical negligence. This legal dispute led to the cancellation of several high-profile activities, including their anticipated appearance at KCON LA 2023 and a collaboration on the Barbie movie soundtrack. The situation created uncertainty about the group’s future and placed them in the center of public and media attention.

The legal battle reached a critical point in August 2023 when the Seoul Central District Court ruled in favor of ATTRAKT, dismissing the members’ injunction. This ruling was a turning point for the group, as it led to a split among the members. Keena withdrew her lawsuit and decided to return to ATTRAKT, while the contracts of the remaining three members—Saena, Aran, and Sio—were terminated in October 2023. This marked the end of the original lineup and the beginning of a new chapter for FIFTY FIFTY.

In response to the upheaval, ATTRAKT announced plans to reorganize FIFTY FIFTY as a five-member group, with Keena being the only original member to remain. New members were recruited through auditions, including those held in Southeast Asia. On November 2, 2023, the re-formed FIFTY FIFTY was officially introduced, now consisting of Keena, Chanelle, Yewon, and Athena. The group quickly began preparing for their comeback, with plans to release their second EP, Love Tune, on September 20, 2024. The pre-release track “Starry Night,” which dropped on August 30, 2024, signaled the group’s return to the music scene.

The name “FIFTY FIFTY” embodies the group’s philosophy of balancing hope-filled ideals with the harsh realities of life, aiming to achieve a complete “100” with the support of their fans. Despite the challenges they faced, including legal disputes and member changes, FIFTY FIFTY has managed to maintain a significant presence in the K-pop industry. They continue to be recognized internationally, becoming the first K-pop girl group to enter the top ten of the UK Singles Chart. Their resilience and ability to adapt to difficult circumstances have ensured that they remain a notable force in the competitive world of K-pop.