K-pop insiders describe FIFTY FIFTY's application for a temporary suspension of their exclusive contract as "prematurely killing the goose that lays the golden egg."
Indeed, if FIFTY FIFTY embarks on a full-fledged legal battle with their agency, a temporary hiatus of the group's activities is inevitable. Even if they win after a lengthy process, the crucial growth period may have already passed. Moreover, each member's individual popularity remains relatively unknown, weakening their competitiveness. The existence of the group itself may even be in jeopardy.
If so, the 'miracle of the smaller idols,' which has given hope to many producers and aspiring idols, will meet a dismal end.
FIFTY FIFTY's suspension application is currently failing to gain support both within and outside the K-pop industry due to lack of convincing reasons for terminating the contract.
In a press statement distributed on June 28, the group cited two reasons for their loss of trust in their agency, Attrakt: opaque accounting and attempts to force activities despite a member's illness.
However, these reasons are difficult to accept given that FIFTY FIFTY is a rookie group just seven months after debut. It's not yet time for financial settlements, and Attract did not disclose the member's illness when announcing the temporary suspension of activities. Moreover, it was recently revealed through a media outlet that Hong-jun Jeon, the CEO of Attrakt, expressed concern for the members' health and provided adequate rest, casting an unfavorable light on FIFTY FIFTY.
While it's true that NewJeans received a settlement in their debut year, FIFTY FIFTY's situation is different. NewJeans experienced immediate success with their first album and each member gained popularity, leading to numerous advertising deals. On the other hand, FIFTY FIFTY is known to have invested billions of won in training costs and album production, and only started getting attention as of March.
FIFTY FIFTY should be concentrating on their follow-up to their popular 'Cupid' at this time. Whatever the endeavor, timing is important, and the initiation of a legal dispute could disrupt their momentum and make it difficult for FIFTY FIFTY to maintain continuity. Both FIFTY FIFTY and their agency risk missing precious opportunities.
FIFTY FIFTY currently has a 14-week streak on the US Billboard Hot 100 and UK Official Singles Chart Top 100 with 'Cupid,' a record for a K-pop girl group. It would be a shame for such a promising group to miss their crucial period and be unable to perform, not just for them, but from an industry perspective as well.
There's still a 'golden time' for FIFTY FIFTY to return without a long hiatus. After a rainstorm, the earth hardens even more. It would be great if they quickly resolve their conflict with the agency and meet global K-pop fans with new music that surpasses the popularity of 'Cupid.'
