With “Cupid” in the can, Attrakt also had to think outside the box when it came to marketing. “I believe that Fifty Fifty’s unique color comes from the heartfelt emotions that the members express through their music, reflecting their experiences and growth as artists and human beings.” “The final result of ‘Cupid’ could have been entirely different if they didn’t like it.” The group not only loved it, but also connected with the subject matter. “I spent a lot of time communicating with the members and gauging their response to the song,” Siahn continues. “The members had a positive response when I played it for them, which encouraged me to start working on the project right away.” While artists and producers often have very little interaction in the K-Pop world, Fifty Fifty were involved from the beginning. “My focus was on the music itself, rather than any specific style or genre,” Siahn says of “Cupid,” which he also co-wrote and produced. “We prioritized developing a unique identity for the group during the planning phase, which led us to find music that would showcase each member’s individual style.” There was a conscious decision to avoid typical K-pop tropes and trends, and instead focus on classic pop music with relatable messaging. “We concentrated on developing each member’s unique traits and improving their weaknesses,” Siahn says. Instead of slotting the group into a pre-selected sound (as is common in K-pop), Siahn tailored the music to Fifty Fifty’s individual strengths. Under his guidance, Attrakt overhauled all areas of planning and production including “talent discovery and training curriculum development.” Fifty Fifty members Saena, Aran, Keena, and Sio completed their K-pop boot camp in 2022 and were hand selected for stardom. “CEO Chun promised me his complete support when I told him that we would need to change almost everything.” And change everything he did. “The company was not equipped to produce an idol group, so I began providing consulting services,” the music executive, who later was appointed co-CEO of the label, tells Variety. Siahn, the founder of a creative content development group called the Givers, was approached by Attrakt to help start a girl group.
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