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Introduction
In November of last year, a newly debuted South Korean girl group called FIFTY FIFTY has been making waves in the American music market. Their latest single 'Cupid' has climbed an impressive 22 spots on the Billboard Hot 100 chart, reaching an impressive position of 19 in the Top 20.
To watch the music video, click here. It will be connected to YouTube
Consistent Charting and Small Agency's Triumph
Since entering the Top 100 on April 1st, 'Cupid' has spent an incredible 7 weeks on the chart, achieving ranks of 94, 85, 60, 50, 41, and finally 19. Their success is particularly notable as they hail from a smaller agency, which is predominantly overshadowed by large-scale agencies in the competitive K-Pop market. It's said that the company's CEO even sold his own car to fund the production, which reflects their determination and dedication.
The Winning Formula
FIFTY FIFTY's success can be attributed to several factors that have contributed to the appeal of their music and video. Firstly, the retro-inspired melodies and powerful vocals combined with a visually captivating music video create a strong competitive edge for their songs. The disco rhythm and bassline, transcending national boundaries, provide a familiar and soothing experience for listeners worldwide.
Cupid - I wrote the lyrics in English as they sound
naega saeng-gaghaneun geon neoui yeppeun eolgulppun-iya
yaggan-ui mas-eulo seon-i yeppeun jeojang
paesyeonkilleo jagihante
ilbanjeog-eulo jal aneun geos-eul aneun geos gat-eun ae
geulaeseoinji neo jubyeon-en namjaga
jeoj-eoissneun neowa sideobjanh-eun daehwaleul
geudeul-i neomu geoseullimyeon munjeya, geudeul-ege dyuseuleul deonjyeoya hae
nawa hamkke jinjeonghae
o kyupideu dowajuseyo
neomu nappa, neomu nappa, neomu nappa, neomu nappa
neon chingu eobs-i wayaman haess-eo
naneun dangsin-i bulpyeonhadaneun geos-eul al-assseubnida.
ulineun igeos-eul nallyeo beoligo deiteuleul hal su issseubnida
yeotaekkaji mannabon salam jung-e jeillo nae seutail
jaju us-eojwo the best smile
dangsin-eun geugeos-eul eod-eossda dangsin-eun geugeos-eul eod-eossda
immaneun geugeos-e daehae mwongaleulhaeyahabnida
Baby hoheubgonlan neo keoping-e
Aim so high ma bae
igos-eul tteonagi jeon-e
ne gaseum hangaundee siya
dwilo dang-gigo nan sswa
ppalli bonaejwo
hei kyupideu wae sum-eoiss-eo
(jjiggo tto sswa)
ppalli bonaejwo
nae kyupideuneun jigeum eodie issni
(jjiggo tto sswa)
dangsin-i heundeuneun cheongbaji beulaendeuneun mueos-ibnikka?
jalsaeng-gin
ttoneun neoui tteonangeol-i moseub machi
dosuko leon-wei wi ppyojoghan
waenyamyeon neon goyang-iga geodgo, geudeul-i jikyeobogo iss-eo
boneun nun-i manh-eulsulog You keep it one hunnit
dodoham sijag-iya jinjja
teuliglijiman ildan gagoiss-eo insa
neomu nappa, neomu nappa, neomu nappa, neomu nappa
neon chingu eobs-i wayaman haess-eo
naneun dangsin-i bulpyeonhadaneun geos-eul al-assseubnida.
ulineun igeos-eul nallyeo beoligo deiteuleul hal su issseubnida
daedabhamyeon ppallippalli
gingeub-eun kulhaedo nae ma-eumsog-eun nanli
dangsin-eun geugeos-eul eod-eossda dangsin-eun geugeos-eul eod-eossda
immaneun geugeos-e daehae mwongaleulhaeyahabnida
Baby hoheubgonlan neo keoping-e
Aim so high ma bae
igos-eul tteonagi jeon-e
ne gaseum hangaundee siya
dwilo dang-gigo nan sswa
ppalli bonaejwo
hei kyupideu wae sum-eoiss-eo
(jjiggo tto sswa)
ppalli bonaejwo
nae kyupideuneun jigeum eodie issni
(jjiggo tto sswa)
hwasal-eul deun jag-eun agiga hyeongjeleul dowajuseyo
jojun-i jalmosdoeeossdamyeon singyeongsseuji maseyo
kkojib-eul sudo issjiman gwaenchanh-ayo waenyahamyeon
neoege gakkai gago sip-eo
neoege gakkai gago sip-eo
neoege gakkai gago sip-eo
jigeum dangsin-i jeongmal pil-yohaeyo
jigeum dangsin-i jeongmal pil-yohaeyo
jigeum dangsin-i jeongmal pil-yohaeyo
kyupideu eodiss-eo nan jeongmal jeongmal jeongmal
eodiya
ppalli bonaejwo
hei kyupideu wae sum-eoiss-eo
(jjiggo tto sswa)
ppalli bonaejwo
nae kyupideuneun jigeum eodie issni
(jjiggo tto sswa)
Appealing to Universal Emotions
Furthermore, the music production for this release was entrusted to a Swedish producer, tapping into the proven music sensibilities of the Western pop market. By incorporating a sound that has already been validated in the English-speaking pop scene, FIFTY FIFTY's music can easily resonate with a broader audience, which may have contributed to their success.
Effective Marketing Strategies
The agency's well-thought-out marketing choices and targeted approach have also played a crucial role. Leveraging the global SNS platform TikTok for a challenge campaign was particularly effective, introducing the group to a wider international fan base. This example demonstrates that even smaller agencies can shake up the global music scene by utilizing efficient marketing channels.
Targeting the Global Market
One of the fundamental factors behind their success is the agency's strategy of directly targeting the global market. From the beginning, they focused on international audiences rather than just the domestic market. This can be seen in their decision to release an English version of 'Cupid' alongside the original Korean version.
Diversity in K-Pop
Finally, the diversity showcased in their music gives them an advantage in the already established global K-Pop fan base. Offering a wider spectrum of music can provide a longer and more loyal fanbase. FIFTY FIFTY's music doesn't conform to a standardized K-Pop sound but instead offers an easy-listening pop genre, setting them apart in a positive way.
Looking Ahead
Their popularity is not limited to the North American market, and they are gaining traction globally. In the UK Official Singles Chart Top 100, they have risen for 6 consecutive weeks, achieving a rank of 9, making them the first K-Pop girl group to enter the Top 10 on that chart.
The group's future success is eagerly anticipated, and their achievements continue to showcase the remarkable power of K-Culture.
If you look at it together, it's good
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