Jnyflower Choe

KNOWLEDGE BEGINS WITH EXPERIENCE

I don’t just work in entertainment—I build the ecosystems where culture moves.

Over the past 15+ years, I’ve worked across music, sports, media, and technology, but the throughline has always been the same: understanding where culture is going by paying attention to how it’s being built, distributed, and experienced in real time. Marketing is everywhere—you just have to know what to look at to see the story underneath it.

As VP of Music Partnerships & Marketing at Lomotif, I led global music campaigns and product marketing initiatives that helped scale the platform, contributing to its $125M acquisition by ZASH Global Media & Entertainment. From there, I stepped into the VP of Partnerships & Marketing role at ZASH, expanding into broader partnerships across media, entertainment, and sports.

One of the most meaningful projects in that chapter was partnering with the NBA to build “The Player Development Social.” Set during NBA Summer League, it brings together athletes, creators, innovators, and entertainment leaders for conversations and collaboration. At its core, it’s about something simple but often missing: putting the right people in the same room and letting culture do what it does.

Alongside that, I’ve worked across artist operations, content strategy, and television production with artists including Alicia Keys, Mariah Carey, and Jermaine Dupri, as well as emerging global talent. I produced The Rap Game on Lifetime for five seasons, which also included on-screen appearances—an experience that gave me a front-row seat to how narratives around artists are shaped in real time. I’ve also been featured on BET’s Music Moguls and Mariah Carey’s Mariah’s World on E!, which reinforced just how much of entertainment is both constructed and lived simultaneously.

Most recently, I spent nearly four years living in Seoul, where I immersed myself in K-pop fan culture and the evolving dynamics of the Korean music industry. That time deepened both my personal and professional lens—observing not just the music, but the systems, fandom behaviors, and cultural signals that drive global momentum. It also gave me space with family and friends, and a deeper appreciation for Korean culture beyond the industry itself.

Now, my focus is K-pop’s continued expansion into the U.S. market—and how to bridge that gap in a way that respects what makes it culturally powerful in the first place.

Travel. Photography. Video editing. Board games. Friends’ dinner parties. Korean variety shows.

I stay curious by doing things that make life more interesting.

Fun, for me, isn’t downtime—it’s fuel.

I'm fluent in English and Korean, and I'm not bad at Spanish either (ask Tiffany Zhong, we survived some scary moments in Mexico together lol!).