A music industry professional, HAVAQQUQ took to social media to reveal the reason behind the unprecedented success of the song Cupid from the K-pop group Fifty Fifty. He himself is the head of an underground media company named Young, Gifted & Wack.

As an insider in the Korean music industry, he claimed that the agency behind the group, ATTRAKT invested a significant amount in TikTok marketing to make the song go viral. Taking to Twitter, he explained:

“The fact that FIFTY FIFTY’s virality on TikTok cost a lot of money was only known to people in the industry. But since the CEO said that he invested 8 billion won and spent money on TikTok promotions, everyone finally found out all about it. Of course, no amount of money can force something to go viral; It was ultimately the song’s power that made it popular enough to stay on Billboard Hot 100.”

Netizens quickly took to social media to give their opinion on this new piece of information with some claiming it was no different to what every agency does. However, some were surprised that such a small agency invested so much into a new group.

One user wrote: “There is no company that doesn’t want [songs] to go viral. In fact, it’s a good thing that a small company spent 8 billion and tried its best.”

Revisit the smash hit track Cupid down below: