FIFTY FIFTY Boycott of SBS Shows: Promotion Strategies

FIFTY FIFTY announced their boycott of SBS music shows, including Inkigayo, despite the importance of music show promotion in K-pop. This decision stems from a conflict between their agency, ATTRAKT, and SBS’s investigative program Unanswered Questions. Fans are divided, with some supporting the boycott, while others emphasize the need for broader promotional exposure.

FIFTY FIFTY Boycott of SBS Music Shows and Its Implications

FIFTY FIFTY, now a five-member group, has decided not to appear on SBS TV music shows as part of their promotion for their second mini-album Love Tune, released on September 20. The group will skip Inkigayo and SBS FiL’s The Show. This decision has sparked debates among fans about whether boycotting these programs is the best move for the group’s promotion.

Promotion Importance for K-pop Groups and FIFTY FIFTY Boycott

K-pop groups usually promote their new albums on various music shows, including major networks like KBS, MBC, and SBS, as well as cable channels like Mnet. Although music show ratings are low, their performances often go viral on YouTube, which helps K-pop groups gain international exposure. Many overseas fans discover new idols through these online clips. Appearing on music shows also opens doors for K-pop groups to participate in other entertainment programs. Despite these promotional benefits, FIFTY FIFTY has decided to boycott SBS music shows in protest.

ATTRAKT’s Conflict with SBS Over “Unanswered Questions”

FIFTY FIFTY’s agency, ATTRAKT, chose to boycott SBS music shows because of a dispute with the network’s investigative program Unanswered Questions. The show aired an episode in August 2023 titled “Billboard and Girl Groups – Who Clipped Their Wings?” which was accused of supporting three former FIFTY FIFTY members who are in conflict with ATTRAKT. The episode led to accusations of bias, resulting in a legal dispute between ATTRAKT and the show’s production team. In March 2024, the Korea Communications Standards Commission issued a warning to Unanswered Questions over the controversy. ATTRAKT has also filed a defamation lawsuit against the show’s PD and CP, demanding a proper apology from SBS.

Fans’ Divided Opinions on the Boycott

Fans are divided on FIFTY FIFTY’s decision to boycott Inkigayo and other SBS music shows. Those in favor of appearing argue that separating the investigative program from music shows is essential for promotion. They believe that the group, still relatively new, should not miss out on any opportunity to appear on major music programs to gain exposure. Music shows play a crucial role in promoting new songs and engaging with fans, making every appearance important for FIFTY FIFTY’s growth.

However, supporters of the boycott believe that certain principles are more important than appearing on TV. They argue that music shows are no longer the primary route for promotion, as social media and streaming platforms have taken over. These fans also think that the publicity generated from the boycott itself is enough, especially since many in the Korean public now support ATTRAKT’s stance against Unanswered Questions. They believe this move will ATTRAKT more positive attention to FIFTY FIFTY and their agency.

Potential Risks for Attract and FIFTY FIFTY

ATTRAKT’s boycott decision could have long-term consequences for both FIFTY FIFTY and the agency’s future projects. Some fear that the boycott might harm not only FIFTY FIFTY’s promotional efforts but also those of other idols under ATTRAKT’s management. Despite the online support for ATTRAKT and its CEO Jeon Hongjun, many fans only offer their backing through comments and are not purchasing albums or streaming songs in significant numbers. Furthermore, FIFTY FIFTY’s recent chart performance has not been strong. In this situation, participating in as many music shows as possible could help boost their popularity and strengthen their position in the competitive K-pop market.

FIFTY FIFTY and Their Promotions Across K-pop Stages

FIFTY FIFTY began their promotions with a debut performance of “SOS” on M Countdown, captivating fans with their live show and floral outfits. The group shared the message behind their new song, encouraging self-love, and showcased key choreography.

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