If you think debuting in KPop is easy, here’s an estimation of how saturated the industry is– From 2021 to 2022, over 60 groups and subunits debuted in such a short span. Each group has an average of 4-9 members. That’s over 300 idols trying to make their mark each year.
And there’s another major factor that derives the popularity, that is which company they are represented by. Unless it is the big 4– SM, YG, JYP, and Hybe, the chances of sustaining this oversaturation are pretty less. T
These trainees spend most of their teenage years and adolescence perfecting their craft and then debuting with a group with the uncertainty of whether or not they can make it.
BTS was one prime example of breaking the glass ceiling of coming from a small company and again shattering the Western mainstream scene with their global popularity and loyal fans, ARMYs. They paved the first Hallyu wave for the next generations. But again, the fact of the matter is not all groups are fortunate, ultimately leading to their fate of disbandment.
However, once in a blue moon, there comes a group that has gone viral since its debut. And it is the strategy of the label company that can push the group’s popularity.
New Jeans was one such group by Hybe labels that went viral for their Y2K nostalgic concept and practically no promotions before their debut.
No, this is not New Jeans. The song went so viral that even the Korean military danced to it.
TikTok has become a prime locus for the K-Pop songs to go viral. One such song trending on all platforms is CUPID. This song by a rookie group from a seemingly unknown company ATTRAKT managed to climb the global charts simply for one reason– it was just that good!
FIFTY FIFTY gained exponential engagement in a matter of a few months. The recent brand reputation of June 2023 ranked FIFTY FIFTY at number 6 among the monster groups, surpassing IVE and LE SSERAFIM. The rookie girl group’s talent and the relentless efforts by their company ATTRAKT brought the group under the global limelight.
However, by the end of the month, unfortunate news broke their fandom when FIFTY FIFTY announced that they had filed a lawsuit against ATTRAKT.
Why Did FIFTY FIFTY File a Lawsuit Against Their Company?
On June 28, FIFTY FIFTY filed a provisional injunction to suspend their exclusive contract with ATTRAKTciting the following issues–
- Strenuous schedules for their health conditions.
- Not yet received their payment.
- Breach of contract.
Fans immediately supported the girls, given companies’ tendency to exploit their artists for profit.
However, some suspecting netizens also pointed out that debuting one idol takes a hell of an investment. Hence, small companies typically delay their payments to idols when they have just debuted.
Also, the CEO of ATTRAKT, Jeon Hong Joon, had reportedly sold some of his assets, such as his car and a 10-year-old vintage Rolex, to maintain the group’s initial investment. The group was also living in quite a convenient dorm of three bedrooms and two bathrooms, as opposed to 7 people stuffed in one bedroom (ahem, BTS).
Netizens were taken aback by how a rookie group could file such a severe claim within just a few months of their debut.
- “Aren’t many idols in debt after their debuts due to prior investments?? I hear it’s normal to need hundred thousand won to create an idol…I don’t even know this group well, but why would they claim to receive their pay already relative to the others??”
- “Sigh…even the most popular girl groups receive their accumulated pay after quite some time…if only they had been a bit more patient with themselves, I think they would have seen the light. It’s like they ended up blocking their own light.”
- “This is the first time that I am pitying a CEO.”
- “If the rumors are true, then I can’t support them.”
- “Media play can always be done by the company, so let’s check the facts first.”
- “I feel so bad for the CEO… I hear it requires so much money to produce an idol group that is not well known.”
- “Only 7 months since their debut, and they are making legal claims to the company for an accumulation of pay?”
- “I’m curious. Are all idols supposed to work for 7 months without any pay? If they are given a living space and some food, they are supposed to keep working for free? Isn’t this slavery?”
It is always courageous for any KPop group to rebel against their company since, most of the time, it’s the company’s fault in a feud. And since these girls are so young, it is worth considering their case.
There was an air of support and suspicion simultaneously. Until July 3, when the scandal unfolded in a new light–
CEO of ATTRAKT Exposes Shady Poaching Deal
Hong Joon revealed a secret phone call with Warner Music Korea’s Executive Director Yoon. Here’s a brief expert of the conversation–
- WMK: There is something that I discovered.
- JHJ: Yes, yes.
- WMK: I previously offered Ahn Sung Il ₩20.0 billion (about $15.2 million) to buy him out.
- JHJ: I never heard of this.
- WMK: You never heard about this?
- JHJ: No.
- JHJ: What do you mean by buyout?
- WMK: I meant the label…
- JHJ: What about the label?
- WMK: So we use that term when we (offer) to buy (a label’s) artists.
- JHJ: No, no.
As per the call, Hong Joon exposed the CEO of The Givers, Ahn Sung-Il, for trying to sell FIFTY FIFTY to another label in an enclosed deal. Sung-Il was one of the producers behind their song CUPID.
What Are The Givers Take On The Accusation By ATTRAKT?
On July 3, The Givers company released an official statement regarding the lawsuit, claiming that ATTRAKT is trying to manipulate their perception by wrongly interpreting the call–
“ATTRAKT is distorting it as if Ahn Sung Il, our company’s CEO, had a discussion with Warner Music Korea about the future of the FIFTY FIFTY members out of his own will, but this is not true”
“Warner Music Korea made a suggestion about structuring a ‘label deal,’ and a source from Warner Music wanted to discuss it with ATTRAKT CEO Jeon Hong Joon, so the two companies were connected.”
“We passed word of Warner Music Korea’s proposal onto them because we thought it would benefit the company and artists in the long run.”
“CEO Jeon Hong Joon expressed his intention to reject Warner Music Korea in hopes of listing ATTRAKT. We are not a decision maker and have not played any unnecessary role in this. ATTRAKT claimed that the company is plotting behind-the-scenes out of dissatisfaction due to them not accepting the Warner Music Korea label deal, but that isn’t true at all.”
Fans Flooded Opinions on Fifty Fifty’s Lawsuit Against ATTRAKT
“Try to watch Korean news. 5050 girls ruined their careers. Knets hate them and wish for Attrakt to win. They did betray their CEO. The allegation they filed for their lawsuit were all just excuses to leave the company to move to another.”
“Attrakt basically removed everyone the girls worked with and thought the girls would stay with them without asking questions. The girls should really win the lawsuit now. This company is hell for them.”
- “Wow, I feel so bad for (ATTRAKT’s) CEO… I hope everything works out for him ㅠ.”
- “It’s rare to root for the agency during label feuds… This is basically fraud. ATTRAKT should seriously sue. That producer should also be banished from the industry.”
- “(Ahn Sung Il) probably thought he could get away with it since this happened on May 9, and it wasn’t an issue until now.”
- “Sigh, I am rooting for the CEO.”
- “They (The Givers and FIFTY FIFTY) really lack business ethics.
- “I am rooting for you, CEO.”
- “The song went viral on shorts and Tik Tok but wasn’t going to maintain its popularity anyways.”
- “Wow, they are ditching the label before even making it big…”
- “FIFTY FIFTY is basically done… Koreans really hate stuff like this.”
- “I am stupid for believing in you.”
The double lawsuit is still under proceeding. We are waiting for either side to present more evidence.
But what are your thoughts on this case so far? Do you think FIFTY FIFTY was exploited by their company, or are they taking advantage of the buyout? Can they bounce back to popularity after the scandal?
Let us know your opinions in the comment section below.
Source: The Qoo
