Fifty Fifty and Kiss of Life, two ‘trend girl groups’, are writing a new K-pop hit formula by having their album tracks become hits at the same time.

With their solid preparation and flexibility in quickly accepting the public‘s reaction, they have led the reverse popularity of their albums, completely breaking the prejudice that ‘B-sides are difficult to appeal to the general public other than fans’.

Fifty Fifty is still enjoying huge popularity even recently, two months after the release of their new album ‘Gravity’ from their second mini album ‘Love Tune’. With the title song ‘SOS’ and ‘Gravity’ continuously creating topics, they were even evaluated as having successfully carried out their first steps since the member reorganization.

‘Gravity’ is an experimental song that combines the EDM and hyper pop genres, and has a completely different atmosphere from other K-pop songs that catches the ear. Thanks to this, word of mouth spread beyond the fandom to the general public, resulting in the surprise of being ranked at the top of the ‘Top Rising Videos’ music chart on YouTube with only the audio clip, without a music video.

After that, when they performed on the MBC M music program ‘Show! Champion’ after receiving a love call, the video became so popular that it surpassed 1 million views. The agency Attract produced a special video on the scale of the title song music video due to the extraordinary popularity of ‘Gravity’ and released it on October 31. The video is truly demonstrating ‘stamina’, surpassing 5 million views in just 5 days.

Kiss of Life took over SNS with ‘Igloo’, a track from their third mini-album ‘Loose Yourself’, released on October 15. The choreography for ‘Igloo’, an R&B hip-hop song, created a ‘SNS Challenge’ craze with witty yet relatively easy-to-follow moves such as the movement of wiping sunglasses with one’s hand and the facial expression of sticking one‘s tongue out.

The agency S2 Entertainment actively reflected the public reaction in their promotional strategy and did not miss the opportunity for success. On the 5th, an official from the agency explained, “The original target of the SNS challenge was the title song ‘Get Loud,’, but after the sub-song ‘Igloo’ stage was revealed, we changed the direction of the challenge after seeing fans in Korea and overseas enjoying it by following the choreography.”

Fellow girl groups such as aespa, ITZY, and Nmix participated in the challenge with the hip charm of ‘Igloo, reaching a peak of 1.22 million views. On the global SNS TikTok, more than 46,000 videos were uploaded with the hashtag ‘Igloo’. On Melon’s ‘Hot 100’, a music streaming site, it also boasts its undiminished ‘music power’, staying at 27th place until the 5th.


Reporter Yoo Ji-hye yjh0304@donga.com