A girl group called “Pink Dolls” about to perform in a televised competition. Their act flops and they lose to the more mainstream girl group, Pure. They move into a new studio where they hope to practice and record their next hit, and finally make it to the top. There is tension and rivalry between the four members of “Pink Dolls” – Jenny a singer who is insecure with hitting high notes, Alicia a singer addicted to cosmetic surgery, Stephanie who can’t sing, but is an excellent dancer, and Tiffany the eldest and former backup dancer. She is constantly bullied by the younger three members.
Tiffany discovers a tape in the studio entitled “White” which turns out to be an old unreleased music video that her manager thinks might have the right moves and addictive tune to pave the way for the group’s success. Since the rights to the song are unknown, the copyright issues are sidelined and their manager gives the okay for them to begin deconstructing the video for their next performance. They perform “White” on stage, becoming an overnight sensation and with the rise in popularity, the girls find themselves becoming resentful of each other and ruled by their desire for the chance to be promoted as the lead singer or “main” (who will now be singled out by wearing a white wig and costume).
First to fall victim to the curse is Jenny who, after recording for the lead but still failing to hit the high notes, is mysteriously hung in the studio recording booth after overdosing on her medicine. Next, Alicia becomes the lead but starts reacting to her makeup which causes her eyes to swell and turn red. She suspects Stephanie tampered with her cosmetics so she could be the lead. To take revenge Alicia uploads unflattering pictures of Stephanie to the internet decreasing her popularity and insuring that Alicia would be able to hold on to her spot as lead. Alicia went to her room and started to put make-up in her face. She heard strange voice of a girl saying that if she becomes main she would be dead. After a terrifying experience in the make her room, Alicia is being prepared for the “White” music video with a camera strapped around her waist. Meanwhile, Stephanie argues with their manager and storms off, refusing to sing because she was denied the lead part for a second time. When recording starts, Alicia feels that a bloody fingers of a girl pressed her eye very tightly, which caused her to fall off the stage. She is taken to the same hospital as Jenny. The doctors inform the others that due to a negative reaction to the cosmetic surgery done to modify her face she will be unable to perform.
Tiffany suspects a connection to the lead’s bad luck and “White” so she asks her friend Sabrina to dig up anything she can related to the song’s original singer and the studio before she becomes the ‘main’. Stephanie becomes more arrogant and practices her dancing constantly.
Sabrina tells Tiffany that the singer from the video was an ultra-competitive girl named Jessica who died in a studio fire 15 years ago and was blamed for the suicide of a back-up dancer. The video was never released because something went wrong with the recording and it was scheduled for a re-shoot which was never filmed due to the fire. They review the tape and see that the singer’s face is scarred on both cheeks, and come to the conclusion that Jessica wrote the song “White”, and out of jealousy the other girls damaged her face so she couldn’t have the lead position. At the same time Stephanie is practicing her dance. Suddenly, she saw a girl with white hair was crying at side of the dancing room. The girl started to say that same word “It’s my song” and disappear. Still terrified, she participates in a reality show where she has to exit a dark building and pass obstacles to escape. She sees the ghost again in the building and exits but is surrounded by crazed fans who block her path. As she tries to get past, her hair is caught in a high-rise camera that proceeds to swing her above the crowd until its counter weights fall out and crash to the ground, with Stephanie being crushed under it. Tiffany is reluctant to be the lead until she can find a way to lift whatever curse was on the song.
She talks with the sponsor and returns to the studio where she gets flashes of a girl dying in that room. She smashes a power cord set under a concealed spot in the floor and found a suicide note with no name. She proclaims that Jessica started the fire to kill herself, and makes an offering at Jessica’s grave, placing a photo of her on top of it and believes her career over due to her scarred face. After she leaves the grave, however, the glass on Jessica’s photo suddenly cracks, obscuring her face.
Now confident that the curse has been lifted, Tiffany starts a solo career using “White’s popularity. She undergoes a total transformation, bleaching her hair, answering to White as her name, denying ever being a backup dancer, and taking credit for writing the song and choreography. When her former group members wake in the hospital, they see Tiffany on the television as a full blown celebrity and about to compete against “Pure” for the #1 song. They don’t believe the story about the curse. Sabrina is visibly upset at Tiffany new selfishness and begins to rid herself of the “White” recordings until she hears something new on the original track. When she goes back to the studio she discovers it isn’t Jessica singing.
“White” was originally written by a young girl named Laura. She used to have naturally white hair. She was back-up dancer whose face was disfigured by Jessica. The rest of the dancers hold the hand of Laura while Jessica pours the acid on her face and then taunts her by saying “Have fun being the main now, see how far you go with a face like that!” The girl committed suicide by drinking bleach, and now returns to haunt and kill whoever sings “her” song, beginning with getting revenge on Jessica. Jessica had an awkward feeling so, she tried to burn Laura’s suicide note by forming a small fire in the dancing room. Suddenly she saw that Laura and drops the lighter from her hand which caused the whole studio to get burned. At the same time, Sabrina had discovers that Jessica was not the author of the song, but the first victim of the curse.
Sabrina calls Tiffany to warn her but she was not picking the phone. Jenny, Alicia and Stephanie (who could only get a small gig co-hosting job) experience hot flashes like they did right before their ‘accidents’ and commit suicide drinking bleach (after being seemingly possessed by the ghost), and Tiffany (after winning the competition) is assaulted by the ghost while performing “White” on stage, causing the stage lights to explode, panicking the crowd. Her “sponsor”, Mr. Choi, dies when he’s crushed by a falling light while trying to escape and her manager is killed when she steps on stage to help Tiffany. Stage flare burns her manager to death. Sabrina arrives and tries to get to the stage but as Tiffany jumps into the crowd to reach her, she trips. The fans stepped on her body which caused her to death. Sabrina saw Laura standing on the stage and was staring at Tiffany. After Tiffany’s death Sabrina went to the karaoke bar. Tiffany and Sabrina used to practice singing in that place. She started disposing of Tiffany’s music album, the trainee’s suicide note and the original video tape by placing them in a trash can and setting it on fire. She believes she has finally defeated the curse, but then looks up in horror as the karaoke machine announces “Song chosen: White”, implying that the curse has not been broken and she too will die (she had performed vocal doubling for the song earlier, due to Jenny being too insecure to properly hit the high notes).