Fifty Fifty on Their Growth as Artists in ‘Day & Night’

“As we step out of a familiar world and face fear, confusion, and courage, our story unfolds organically across two chapters: ‘Day’ and ‘Night’”—Yewon, Fifty Fifty. Photo: courtesy of Attrakt Entertainment

Fifty Fifty became the first female K-pop act to reach the top 10 on the UK Singles Chart with their breakthrough single, “Cupid,” which peaked at number nine and became the longest-charting K-pop single in Billboard Hot 100 history, charting for 15 straight weeks. Their victory at the 2024 iHeartRadio Music Awards for K-Pop Song of the Year for “Cupid (Twin Version)” further cemented their status as a rising sensation in the global music scene.

The quintet of Keena, Chanelle Moon, Yewon, Hana, and Athena distinguishes themselves through the emotional stories conveyed in their music, bringing together different music styles, strong vocals, and rich harmonies. Apart from “Cupid,” their previous hits, including “Higher,” “Tell Me,” “SOS,” and “Starry Night,” are notable for their emotional resonance and themes of love, dreams, and growing up, which connect well with young listeners.

However, with their new album Day & Night, the group takes a different path. They’ve chosen a more mature sound and look, showing how they’re growing as artists and trying new ideas. The album explores the many emotions people can feel in a single day. It reflects how thoughts and feelings shift from day to night, touching on fear, confusion, courage, and more, highlighting the complexity of being human.

In a conversation with Rolling Stone India, the band shares its perspective, saying that Day & Night tells the story of the emotional journey the group has been through. Band member Yewon adds that the album’s depth and beauty come from how it captures the small, meaningful moments of personal growth and their ongoing pursuit of authenticity. Excerpts: 

What inspired the decision to adopt a more mature sound and visual identity for Day & Night, and how do you feel this reflects your growth as artists?

Keena: We believe that the process of preparing itself is a form of growth for us. Rather than focusing on just one aspect, we strive for perfection in every area — music, visuals, performances, and more — to create something remarkable. Every part of our practice has prepared us for growth and reflected our progress.

The album encapsulates a journey of self-discovery. Can you share what this enlightening journey means to each of you personally, and how it translates into the music?

Chanelle: This album was a new challenge for us; it came with genres we’ve never tried before and new concepts. I think that meant we had to work twice as hard; that effort is poured into this album, making it even more special. We also improved and grown a lot as artists as well! 

The album consists of two interconnected chapters: Day and Night. How do the themes and sounds of each chapter differ, and what do they signify in the context of your collective experiences?

Athena: Day & Night is an album that contains an emotional journey between day and night, with natural changes in emotions over 24 hours. We have six tracks divided into three songs per part.  It’s made so that people can express their feelings through the album and be able to relate to them. 

The album touches on concepts like fear, confusion, and courage. How did you approach these themes musically and lyrically, and what do you hope listeners take away from this exploration?

Yewon: For this album, we worked hard to create songs that you can enjoy all day long, from morning until midnight. With a more mature sound and visuals, this album captures the emotional journey of five girls searching for their true selves. As we step out of a familiar world and face fear, confusion, and courage, our story unfolds organically across two chapters: ‘Day’ and ‘Night.’

In what ways do you think Day & Night expands on your previous work? Are there specific elements or styles that you experimented with that you believe differentiate this album?

Chanelle: This album contains the original Fifty Fifty sound while also growing our repertoire with new genres and styles added to it.  For example, we explore the style of ironic fantasy, where we introduce something we and others are familiar with, yet it isn’t as it seems. This is a flowing theme through the album.

The visual elements accompanying the album play a significant role in its storytelling. Can you explain how the visuals complement the themes of Day and Night?

Keena: We paid a lot of attention to creating twists, and although the ending of the jacket shoot and the trailer MV are the same, we tried to tell different stories through them. I think this really brought out Fifty Fifty’s unique diversity. Visually, we focused a lot on expressing a wide range of emotions and acting through different facial expressions.

How do you hope your fans will relate to the songs and concepts presented in Day & Night? Are there specific messages you want to convey to them through this album?

Yewon: Through this album, I hope to be recognized as an artist capable of embracing a wide range of styles. Since the album tells the story of searching for our true selves, I also hope it becomes a meaningful album for listeners, one that helps each person find their true self while enjoying the music.

How do you envision your sound and identity evolving in future projects? What can we look forward to as you continue your journey, and when can we have you perform in India? Any special message for your Indian fans?

Athena: We are constantly striving to secure and find our sound and identity soon. So, we will keep improving as a team and hopefully perform all across the world one day. To all our Indian fans- thank you all for all the love and support! Without you guys, we wouldn’t be here!