Seoul, 23 August 2024 – Under the agreement, Sony Music Entertainment Korea will globally distribute the music of Attrakt‘s roster of artists including FIFTY FIFTY, while also overseeing global marketing campaigns and business development initiatives for the Company. To maximize the group’s worldwide impact, Arista Records will spearhead US-based marketing efforts and distribution.

Attrakt, established in 2021, has gained prominence with the rise of FIFTY FIFTY. The group’s viral hit, “Cupid,” last year became the fastest K-pop act to enter the US Billboard Hot 100 and UK Singles Chart.

“We are incredibly excited to join forces with FIFTY FIFTY and Attrakt,” said Bobby Ju, Managing Director, Sony Music Entertainment Korea.  “This partnership reflects our commitment to K-pop, and FIFTY FIFTY’s talent deserves the global reach we will bring to our partnership.”

“The worldwide popularity of K-pop is undeniable, and this partnership represents a significant step forward in maximizing its potential,” added Shridhar Subramaniam, President, Corporate Strategy and Market Development, Asia and Middle East, Sony Music Entertainment. “We believe that FIFTY FIFTY’s music will resonate deeply with audiences worldwide, and we are committed to supporting their artistic vision of becoming global superstars. This collaboration reflects the exciting future of the K-pop industry.”

David Massey, President & CEO Arista Records, added “We are thrilled to welcome FIFTY FIFTY to Arista. We have been long time fans and look forward to partnering on new music and the expansion of their global footprint.”

Chun, Hong June, Chief Executive Officer, Attrakt, expressed enthusiasm for 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.”

By joining forces with Attrakt and FIFTY FIFTY, Sony Music Entertainment Korea will continue its focus on K-pop, positioning the girl band at the forefront of the genre’s worldwide expansion.  FIFTY FIFTY’s upcoming EP is slated for release in late September with a number of new tracks.