FIFTY FIFTY is preparing to make a comeback in September with four new members, including former member Kina. CEO Hongjun Jeon revealed that the group emphasizes the members’ skills and personalities, and has set up a thorough marketing strategy to target the global market.
FIFTY FIFTY’s Kina’s determination
FIFTY FIFTY agency CEO Jeon Hong-joon said the following about the group’s reorganization into five members.
“Kina is showing her strength as the eldest member.”
FIFTY FIFTY will be making a comeback in September with four new members in addition to existing member Kina. It’s been a year and three months since the group’s dispute with its former members erupted in June last year. Jeon has been focusing on rebuilding FIFTY FIFTY after the CEO of outsourced production company Ahn Sung-il Dougiebus, who was named as an outside force that shook up the three former members, was sent to prosecutors on charges of obstruction of business, destruction of electronic records, and business embezzlement. “I want to leave the negative past behind and look toward a positive future,” he said. We spoke with the former CEO 18 days ago to get a preview of the blueprint for FIFTY FIFTY’s new beginning.
What were the criteria for selecting new members?
“First of all, we looked at whether they have the skills to perform live, and more importantly, where they will be in a year’s time. They’re still young and inexperienced, so we tried to imagine how they’ll be in a year’s time. Of course, it’s nice to feel powerful right away, but it’s more important to see if they have the potential to develop musically after a year. And we paid attention to each person’s personality.”
Why did you reorganize from a four-piece to a five-piece?
“When we started FIFTY FIFTY, we originally envisioned a five-piece. But right before we actually recorded, we decided to go with four. When you have a five-member group, you have a focal point, so it looks fuller and feels more stable. When we were looking for new members this time, we were thinking about six or seven until the end. We wanted to do a seven-member group because we were greedy, but in the end, we decided to complement Kina with four new faces, and we thought that the public would expect a little more if they thought, ‘FIFTY FIFTY has gone from four to five members’.”
Why did you choose September for the comeback?
“Attract had told the public late last year or early this year that they were going to make a comeback in June. We wanted to release it in the form of an album with more than four songs, so we decided to release it unconditionally as a gift to those who have been supporting and waiting for FIFTY FIFTY. However, we realized that it was physically impossible to make a comeback in June, and we could see that the members’ skills were improving every time we recorded, so we wanted to show them something better, so in the end, we decided to complete all the preparations and greet them in September.”
What are your plans for the global market to follow the success of “Cupid”?
“I have my own goals. I don’t know if it will come true, but I’m trying my best. We’ve had a ‘flop’ once, so we’re working on a more organized global marketing strategy to do well again. But no one knows what the outcome will be. We are never complacent. We don’t know until we open the lid, but we are going to challenge that goal once again with unique music that suits FIFTY FIFTY.”
Do you also work on the members’ character?
“You can only know a person by experiencing them, but I don’t want to be too distrustful or suspicious of people. However, after four to five months of training with new members, you can see their character, manners, values, and life patterns. At the company level, we regularly hold private counseling sessions with professional psychologists. Of course, the company cannot see the contents. We also hold external HR lectures, and our executives give warm words as seniors in life. The new members don’t have experience yet, so we ask them questions like, ‘This is what will happen in the future,’ and ‘What do you think about this?” and listen to their answers, building values one by one.”
What is Kina’s role in the five-piece FIFTY FIFTY?
“We’re creating an atmosphere of ‘let’s work hard,’ ‘let’s shine,’ and ‘let’s be stars’ for each other’s future. The teamwork is so good right now. We give for each other. Kina is always well-spoken, and because she’s the oldest and has experience in sports, she encourages her teammates and guides them when they’re confused. She’s the one we can lean on mentally. So the atmosphere is very good.”
