“We devoted two years to fostering distinct qualities for each member and handpicking songs that accentuated their strengths, which they had cultivated through tailored programs,” says Siahn, co-CEO of Attrakt, who produced Cupid.Īs well as domestic success, “we also had our sights set on the global market and its vast audience,” says Siahn. We use Google reCaptcha to protect our website and the Google Privacy Policy and Terms of Service apply.Īfter newsletter promotion In the current K-pop landscape, many companies place greater emphasis on outward appearance than on the music itselfįifty Fifty are Attrakt’s only group – and the concept (and its potential for commercial partnerships) predated the girls’ hot-house training prior to launch. For more information see our Privacy Policy. Privacy Notice: Newsletters may contain info about charities, online ads, and content funded by outside parties. “Being in a K-pop group with a K-pop song charting in the UK charts is very hard, that’s what we’ve heard,” says Fifty Fifty member Aran. Cupid eschews the genre-clashing chaos of many K-pop hits to focus on a nostalgic sound – sweet but sardonic pop reminiscent of hits by Ariana Grande and Doja Cat, buoyed by the band’s harmonies, a rap by member Keena and, naturally, a massive key change. With their song Cupid set to climb from No 18 to break the Top 10 this week, the quartet are only the second K-pop girl group after Blackpink to break into the Top 40, despite debuting just six months ago. But the reality is hit K-pop songs are rare here, seldom breaking the singles chart – which makes the current Top 20 success of Fifty Fifty all the more unusual.

K -pop often appears to be thriving in the UK: prior to their hiatus, BTS had back-to-back No 1 albums and acts such as boyband Ateez fill arenas, while girl group Blackpink are gearing up to headline a vast outdoor show in Hyde Park this summer.

A chorus rises