K-pop girl group Fifty Fifty has partnered with Arista Records, an American label under Sony Music Entertainment, to promote their upcoming second mini album globally. The group aims to distribute the album in North America with the goal of landing their latest song on Billboard's Hot 100. They are confident about the album, having selected from thousands of high-quality songs, and presented the album and promotional content to Sony Music Entertainment about six weeks ago. Arista Records will support the group with global distribution and local marketing and promotion for the new album. The group made a successful return with their single "Cupid," reaching No. 17 on Billboard's Hot 100 and remaining on the chart for 25 consecutive weeks. After forming a partnership with Warner Records to promote "Cupid" globally, they faced a dispute with Warner Music Korea and underwent member changes. With four new members, including a native English speaker and a multilingual member, Fifty Fifty is gearing up for their full-fledged comeback on September 20 with their second mini album.