K-pop phenomenon Fifty Fifty’s producer Siahn on the group’s winning formula – prioritising ‘the essence of the music’ over looks

By Dong Sun-hwa It was unlikely that a rookie girl group from a new K-pop label would land a song on the American Billboard main singles chart only 130 days after their debut. But with their February release, “Cupid”, Fifty Fifty have become the first K-pop group to do just that. The achievement is worth noting, given that entering the Billboard Hot 100 chart is a daunting task – and a long-time dream – even for some of the most celebrated K-pop stars. To date, only BTS, Blackpink and NewJeans have managed to retain spots on the coveted chart. What’s more striking is that “Cupid” – a feel-good song with a retro vibe – continues to climb up the chart after debuting at No 100 on March 28. The tune, which became a viral hit on the Chinese video-sharing platform TikTok, grabbed the No 19 position on Tuesday, and has remained on the chart for seven consecutive weeks. The quartet’s meteoric rise is largely attributable to Siahn, their chief producer and c0-CEO of their management company Attrakt. Siahn, whose real name is Ahn Sung-il, is a seasoned producer and songwriter, who has previously worked with prominent singers like Fin. K. L and MC The Max. When launching Fifty Fifty, the producer says the main goal was to create something that would transcend the traditional K-pop genre and give birth to music that would remain relevant for years to come. “We knew that tackling the ‘fatigue points’ of the music industry would be key to our success, so we centred our strategy around addressing these issues head-on,” he says. According to Siahn, fatigue points refer to a phenomenon where performances and song structures of the same format are produced in mass quantities. He feels listeners are getting tired of consuming the same type of content for extended periods. “In response, we focused on the most basic fundamentals of music so that listeners could appreciate the song for what it is,” he says. We prioritise the essence of music over visuals or appearance. We are continually refining this skill and I am incredibly proud. Siahn on Fifty Fifty “In today’s K-pop scene, companies tend to focus more on aesthetics, performance and visuals than on the music itself. Music often takes a back seat while these other factors are focused on. But we made it a priority to create music that people could genuinely enjoy by focusing on the essential elements.” Siahn has stressed the power of music to Fifty Fifty as well. “I have emphasised to our members – Keena, Aran, Sio and Saena – the importance of conveying a vivid picture or even an entire story within the constraints of a three-minute song,” he says. “To achieve this, we prioritise the essence of music over visuals or appearance. We are continually refining this skill and I am incredibly proud of our members’ dedication.” Siahn believes that such an approach can help create a fan base and foster deeper engagement between the artists and their followers. “The fandom is formed by introducing the audience to the music first, allowing them to get to know the artist, appreciate the authentic value of the music, become a fan, and ultimately attend the live performance,” he says. They’re not human? AI-powered K-pop girl group Mave: eye global success “Cupid” is not only making a splash in the US, but is also going strong in many other parts of the world, including the UK. The viral hit recently clinched the No 9 spot on the British Official Singles Chart Top 100 list, making Fifty Fifty the first K-pop girl group to enter the chart’s top 10. The easy-to-listen-to melodies and the retro feel of “Cupid” are often cited as the main factors behind the group’s success. However, many point out that the album’s “twin” version, sung in English, has also played a pivotal role. In this version, which has no rap, only two members – Aran and Sio – sing the song with their mellifluous voices. “We wanted to offer a distinct English version for fans worldwide,” Siahn says. “Because English is widely spoken, [we thought that] having a separate version in that language would enable us to reach more people in the global music market. We are determined to be even more prepared for the next phase of our journey. Siahn “We named it the ‘twin version’ to convey the concept of being the same, but with a few twists in the arrangement and overall feel of the song.” The success of Fifty Fifty has given hope to other K-pop singers from small- and mid-sized labels. Some critics, however, say that it’s now time for Fifty Fifty to prepare for their next step, in order to avoid ending up a one-hit wonder. Siahn and his team are all set to go. They already have plans to build a stronger fan base and extend Fifty Fifty’s winning streak. “Our global promotion started in the US and has now expanded to the rest of the world, so we have a lot of work to do to prepare for each region,” he says. “We are collaborating with the members of Fifty Fifty on future projects, and while we feel the pressure of the next release, we are also thrilled that people are eagerly waiting for more. “We are currently discussing the necessary details to prepare for the next release and we are working with the members to adjust the production schedule. We intend to continue with the next story after ‘Cupid’ and maintain the direction established during the planning stage,” he says. “Fifty Fifty is brimming with confidence in the music it will be showcasing next, and although we have received a lot of love for our debut, we are determined to be even more prepared for the next phase of our journey.” Read the full story at The Korea Times.