[INTERVIEW] FIFTY FIFTY's chief producer SIAHN shares his formula for success

K-pop girl group FIFTY FIFTY / Courtesy of ATTRAKT

FIFTY FIFTY grabs No. 19 spot on Billboard Hot 100 chart

By Dong Sun-hwa

Hardly anyone expected a rookie girl group from a new K-pop label to land a song on the Billboard main singles chart only 130 days after its debut. But FIFTY FIFTY has achieved what seemed to be impossible with its February release, "Cupid," becoming the fastest K-pop group to pull off such a feat.

The accomplishment is worth noting, given that entering the Billboard Hot 100 chart is a daunting task ― and a longtime dream ― even for some of the most celebrated K-pop stars. To date, only a few of them, including BTS, BLACKPINK and NewJeans, have managed to retain spots on the much-covted chart.

What's more striking is that "Cupid" ― a feel-good earworm 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, Tuesday (local time), remaining on the chart for seven consecutive weeks.

The quartet's meteoric success is largely attributable to SIAHN, the chief producer of FIFTY FIFTY and CO-CEO of its management company, ATTRAKT. SIAHN, whose real name is Ahn Sung-il, is a seasoned producer and songwriter, who previously worked with prominent singers like Fin.K.L and MC THE MAX. When launching FIFTY FIFTY, the main goal was to create something that transcends the traditional K-pop genre and give birth to music that would remain relevant for years to come, SIAHN says.

SIAHN, the chief producer of FIFTY FIFTY and CO-CEO of its management company ATTRAKT / Courtesy of ATTRAKT

"We knew that tackling the 'fatigue points' of the music industry would be key to our success, so we centered our strategy around addressing these issues head-on," the producer told The Korea Times in a recent interview.

According to SIAHN, fatigue points refer to a phenomenon where performances and song structures of the same format are produced in mass quantities. This is reasonable, but SIAHN felt that the audiences and listeners are getting tired of consuming the same type of content for an extended period.

"In response, we focused on the most basic fundamentals of music so that listeners could appreciate the song for what it is," he explained. "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 backseat to these other factors. 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 emphasized 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," SIAHN said. "To achieve this, we prioritize 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 noted.

"Cupid" is not only making a splash in the U.S., but also going strong in many other parts of the world including the U.K. The viral hit recently clinched the No. 9 spot on the British Official Charts' Official Singles Chart Top 100 list, making FIFTY FIFTY the first K-pop girl group to enter the top 10 on that chart.

The easy-to-listen melodies and the retro feel of "Cupid" are often cited as the main contributors to the group's unprecedented success. However, many point out that its "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 revealed. "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 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."

K-pop girl group FIFTY FIFTY / Courtesy of ATTRAKT

The success of FIFTY FIFTY has offered a glimmer of hope to other K-pop singers from small or mid-sized record labels, telling them that music has the power to change the game. Some critics, however, say that the time is now for the group to prepare for the next step, so that it will not end up being 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 U.S. 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 said. "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."

He added, "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. 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."