Sony Music Entertainment Korea (SMEK) has signed a global distribution deal with Attrakt, the management company behind the breakout K-pop sensation, FIFTY FIFTY. Under the agreement, Sony Music Entertainment Korea will spearhead the worldwide distribution of FIFTY FIFTY’s music, while also overseeing global marketing campaigns and business development initiatives. To maximize the group’s impact, Arista Records will handle US-based marketing efforts and distribution.
Attrakt, established in 2021, has rapidly gained prominence with the meteoric rise of FIFTY FIFTY. The group’s viral hit, “Cupid,” shattered records last year as the fastest K-pop act to enter the US Billboard Hot 100 and UK Singles Chart, solidifying their status as global music icons.
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.
“The global 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 resonates deeply with audiences worldwide, and we are committed to supporting their artistic vision as they become global superstars. This collaboration is a testament to the exciting future of the K-pop industry.”
Matt D’Arduini, EVP, A&R, Arista Records, added “We are thrilled to welcome FIFTY FIFTY. 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 slew of new tracks.