Music

FIFTY FIFTY, What's the Secret Behind Their TikTok Success?

May 15, 2023 | by Deborah Kim

The girl group FIFTY FIFTY is on the rise in global music charts. The key to their success, enabling this girl group from a small-to-medium-sized K-pop agency to make a name for themselves worldwide, has been short-form video platforms like TikTok.

FIFTY FIFTY's "Cupid," which debuted in November last year, has become a familiar song among global users on TikTok.

It all started when a user created a sped-up version of the pre-chorus (the short verse before the chorus) from the English version of "Cupid," and posted it under the title "Best Pre-chorus of 2023."

This sped-up version of the song was used as background music in various posts, including various challenges, unboxing videos, and baking videos, and thus reached many people.

In particular, the TikTok culture of 'challenges' was a catalyst for the spread of Cupid around the world. A challenge where users create a heart shape with their hands and imitate shooting an arrow to the sped-up version of the "Cupid" song has gone viral.

"Cupid" is an easy-listening pop genre with a slow and easy melody that anyone can comfortably listen to. Instead of choosing a strategy to show presence with a strong personality and concept like other K-pop artists, FIFTY FIFTY bet on a song with a familiar and comfortable melody. "Cupid" was chosen by many TikTok users as it is suitable as background music for any video. And the nature of the TikTok ecosystem, where content spreads at a terrifying speed once it goes viral, made FIFTY FIFTY a star overnight.

Following TikTok, FIFTY FIFTY's channel is also gaining significant interest on YouTube.

According to TubeGuide's second week of May rankings, FIFTY FIFTY recorded 33.75 million weekly views, ranking 8th in the K-pop category. The number of weekly subscribers also increased by 100,000, ranking 3rd, proving their enduring popularity.

After making their name on video platforms, FIFTY FIFTY is now emerging as a 'global star'. They are consistently breaking new records on major music charts around the world.

"Cupid" ranked 19th on the Billboard Hot 100 chart for the second week of May, which was released on the 9th (local time).

This is a whopping 22 places higher than the 41st place they were at last week. FIFTY FIFTY, who entered the Billboard Main Single Chart, the Hot 100, for the first time in just four months after their debut - the shortest period in K-pop history - have thus succeeded in entering the chart for seven consecutive weeks. The ranking has been on an upward trend, from 100th to 94th, 85th, 60th, 50th, 41st, and now 19th.

In addition, "Cupid" ranked 8th on the UK Official Singles Chart Top 100, entering the chart for seven consecutive weeks. This is the best record in the history of K-pop girl groups.