After breaking Blackpink’s Billboard record, Fifty Fifty will branch out into US

Posted on : 2023-05-26 17:06 KST Modified on : 2023-05-26 17:06 KST
The Korean girl group’s track “Cupid” has stayed on the Hot 100 for nine weeks running
Fifty Fifty. (courtesy of Attrakt)
Fifty Fifty. (courtesy of Attrakt)

Fifty Fifty set a new record for a K-pop girl group by spending nine consecutive weeks on the Billboard Hot 100 singles chart.

This week’s Hot 100, announced on Tuesday (local time) showed Fifty Fifty’s “Cupid” at No. 18, one spot lower than the week prior. With this, “Cupid” has stayed on the Hot 100 for nine weeks running, debuting at 100, then climbing the ranks to 94, 85, 60, 50, 41, 19, 17, and finally 18.

The track managed to beat Blackpink and Selena Gomez’s “Ice Cream” for the record for longest stay on the Hot 100 chart by a Korean girl group. But “Cupid” has so far failed to beat Blackpink’s other Hot 100 record: a peak at No. 13 on the chart. Still, Fifty Fifty’s No. 17 spot is the highest a Korean girl group has reached on the rankings without a collaboration or feature artist.

The track first made it onto the Hot 100 in late March, four months after the group debuted. Since then, it rose through the ranks until this week, when it moved down one spot.

At the same time, it managed to hit No. 1 on Billboard’s Global Excl. US and No. 2 on the Global 200 charts, each a step up from last week’s rankings. Some consider these rankings more attuned to the latest trends as they only tabulate online streaming and digital album sales rather than radio plays, like the Hot 100 does.

This latest ranking makes Fifty Fifty the third Korean group to hit the No. 1 spot on the Global Excl. US rankings after BTS and Blackpink.

Signed to the midsize entertainment agency Attrakt, Fifty Fifty debuted last November. After releasing “Cupid” on Feb. 24, the song went on to be a viral hit on TikTok, pushing it to the top of the Spotify charts and buoying its rise on Billboard. “Cupid” also managed to hit the No. 8 spot on the UK’s Official Singles Chart Top 100 last week — a record for a Korean girl group — before falling to No. 11 this week.

All eyes are on what’s on the horizon for Fifty Fifty.

For the meantime, “Cupid” looks poised to keep breaking its own records on the Hot 100 chart.

“‘Cupid’ has already secured its place thanks to aggregate streaming counts and its own TikTok challenge, so it’s not going to drop from the Hot 100 anytime soon,” said music critic Kim Do-heon. “As it stands, if they were to lean into overseas activities and come out with a follow-up track, they would make a bigger splash.”

In fact, Attrakt says that more promotion in the US is in the works for Fifty Fifty. After signing a partnership with industry powerhouse Warner Records, Attrakt’s CEO Jeon Hong-jun went to the US last week to discuss the prospect of local promotional activities.

“Preparations are being made for Fifty Fifty to go to the US this summer and appear on a radio program, among other things,” a source at Attrakt told the Hankyoreh.

“Making a radio appearance when the US public is well aware of who they are thanks to their success so far would be hotly received,” commented Kim, the critic. He also proposed putting out a “Cupid” remix with an American pop star as another method of branching out into overseas activities.

By Suh Jung-min, staff reporter

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