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Choice37

Robin Cho, better known by his professional name Choice37, is a Korean-American , songwriter, and DJ based in , renowned for his contributions to through his long-term affiliation with . Born and raised in , , he immersed himself in the local scene from a young age, starting as a rapper and in the fifth grade under influences like and West Coast gangsta rap groups such as . As a member of the group Longevity Crew, he contributed to their 2005 album Everything Builds released via Untapped Sounds. Choice37 joined as a in December 2008, recruited by fellow Teddy, a childhood acquaintance from his days. His early work at the label included tracks for G-Dragon's "" and the 2012 album One of a Kind, as well as BIGBANG's hit "" from their EP Alive. He also co-produced Lee Hi's debut single "" in 2012 and collaborated with on "Doom Dada" in 2013. His production style, blending elements with polished pop arrangements, earned him the Producer of the Year award at the 2013 Rhythmer Awards. In more recent years, Choice37 has played a central role in shaping YG's newer acts, particularly as a core producer for the BABYMONSTER, contributing to tracks on their 2024 releases and their second mini-album WE GO UP in 2025 alongside collaborators like DEE.P and P.K. Beyond music production, he maintains an active presence as a DJ and is a partner in the clothing brand .

Early life and beginnings

Childhood in Los Angeles

Robin Cho, professionally known as Choice37, was born in , , to Korean-American parents in the early 1980s, though the exact date remains unspecified publicly. Growing up in the city's diverse urban environment, he experienced significant local events, including the , which directly impacted his family when his father's car repair shop was set ablaze and destroyed. This upbringing immersed him in the vibrant cultural scene, fostering an early appreciation for music amid the challenges of immigrant family life. Cho's initial exposure to music came through pop icons like Michael Jackson and Prince, whom he idolized as a child, even recalling a childhood encounter where he shook hands with Jackson in Las Vegas. His passion for hip-hop ignited around fifth grade, sparked by MC Hammer's album Feel My Power, which led him to voraciously collect tapes and CDs of West Coast gangsta rap acts such as N.W.A.—a natural fit given his Los Angeles roots—and influences like Das EFX's Dead Serious, A Tribe Called Quest's The Low End Theory, Nas, and South Central Cartel, often discovered via MTV and BET starting in 1991. Without formal training, his family environment encouraged casual engagement with these genres, reflecting the broader hip-hop and R&B currents permeating the local Korean-American and broader LA communities. In high school, Cho prioritized creative over academics, transferring during his year to a school in the area where he connected with future members and , bonding over shared lunches and music discussions that fueled his interests. He began experimenting with DJing, inspired by a friend known as The Earl who maintained an extensive collection, and started writing rhymes informally with peers at community hangouts, honing skills through non-professional activities like school events and casual gatherings. These early hobbies laid the groundwork for his later involvement in the hip-hop group Longevity Crew, marking his shift toward more structured music pursuits.

Entry into music production

In the mid-2000s, Robin Cho, known professionally as Choice37, co-founded the hip-hop collective Longevity Crew in the area, specifically , alongside rappers StresOne (Daryl Magdangal) and DJ Rel (Ritchie Lacson). The group emerged from the local underground scene, drawing on influences to blend progressive elements. Longevity Crew released their debut and only album, Everything Builds, in 2005 through the independent label Untapped Sounds, a venture started by Cho's friends. Choice37 served as the primary producer and frontman, handling beats and lead vocals while contributing to the group's lyrical content, which emphasized themes of and personal growth. The album featured jazzy, soulful production styles, reflecting collaborations with a record company that pushed for a specific sound. Following internal challenges within Longevity Crew, including a member's reduced commitment to music, Choice37 transitioned to solo work and released his debut album Diligence on August 22, 2007. Self-produced entirely by Cho, the project showcased his versatility across hip-hop and R&B tracks, with features from artists like Kero One, Braille, and Othello, highlighting introspective lyrics and smooth, melodic beats. Despite these releases, Choice37 faced significant hurdles in the independent U.S. scene, including limited distribution channels through small labels like Untapped Sounds and difficulties in networking within ' competitive underground community. Financial instability and stylistic pressures from collaborators further constrained opportunities, leading to minimal public reception and a sense of stalled progress. These obstacles culminated in his decision to relocate to in 2008, marking a pivotal shift toward new professional avenues.

Career with YG Entertainment

Joining the label

In 2008, at the age of 28, Choice37 relocated from to , driven by a desire to escape creative stagnation in his music career and explore new opportunities in Asian markets after a period working in , where he felt constrained by the prevalent jazzy style. He initially stayed with his aunt in without a plan, leveraging personal family ties to ease the transition. That same year, Choice37 reconnected via email with his longtime high school friend and fellow Teddy Park, a key figure at , which facilitated his introduction to YG CEO . This connection led to his signing a with YG in December 2008, marking his formal entry into the label's in-house team. Upon joining, he underwent an adaptation period, shifting from his sampling-heavy background to incorporating production techniques influenced by , while learning to align his West Coast rap influences with the structured, concept-driven demands of idol group formats. Choice37's first official production credit at YG came with the track "Butterfly," featuring Jin Jung, on G-Dragon's debut solo album Heartbreaker released in 2009, where he served as and co-writer. This project represented his early integration into YG's workflow, blending introspective elements with melodic sensibilities. It laid the groundwork for subsequent contributions, including expansions to larger hits like "."

Breakthrough productions

Choice37 achieved his initial major recognition at YG Entertainment through his co-production of Big Bang's "Bad Boy," the lead single from their 2012 mini-album Alive. Collaborating with G-Dragon on composition and arrangement, he integrated trap-influenced beats with orchestral strings, creating a cinematic hip-hop track that contrasted gritty rhythms with sweeping, emotional swells. This approach, utilizing MIDI programming to layer synthetic and live-inspired elements while minimizing traditional sampling, marked a shift toward polished, genre-blending production at YG. The song's release propelled Alive to over 200,000 pre-orders in South Korea and topped charts internationally, solidifying Choice37's role in elevating Big Bang's sound during their global expansion phase. Building on this momentum, Choice37 produced Lee Hi's debut single "1,2,3,4" for her 2012 EP First, crafting a soulful R&B arrangement that highlighted her vocal prowess through intricate layering and minimalistic instrumentation. Co-written with Lydia Paek, the track emphasized breathy ad-libs and harmonic stacks to evoke vibes, aligning with YG's focus on artist-specific tailoring in the early . Its retro-funk groove and emotional delivery led to an all-kill on Korean music charts upon release, debuting at number one and introducing as a standout vocalist while showcasing Choice37's versatility beyond . In 2013, Choice37 contributed to G-Dragon's sophomore album Coup d'Etat across multiple tracks, including composing and arranging "R.O.D." (featuring Lydia Paek) and the outro "You Do," where he fused experimental with eclectic elements like pulsating basslines and unconventional samples. His incorporated live guitar riffs and multi-layered vocals to support G-Dragon's lyricism, reflecting YG's beat-camping process that prioritized conceptual freedom. These efforts helped Coup d'Etat sell over 200,000 copies in its first week and earn critical acclaim for its boundary-pushing sound, further cementing Choice37's influence on solo projects. These mid-2010s productions, distinctive for their blend of live —like strings and guitars—with advanced vocal techniques, not only drove success but also laid the groundwork for Choice37's later expansions into girl group tracks such as those for .

Major collaborations and hits

Choice37's collaborations within have been pivotal in shaping several landmark releases, particularly through his songwriting contributions on 's 2017 single "." This track fused drops with vibrant pop melodies, marking a breakthrough in the group's international appeal and achieving over 1 billion views alongside an estimated 19.1 million global units sold by 2025. His involvement extended to songwriting and production contributions on iKON's sophomore album (2018), including the "," which blended emotional ballad verses with rap elements to create a resonant hip-pop that dominated South Korean charts for weeks. Building on this momentum, Choice37 played a key role in 's debut era with the 2020 single "," where he co-composed and co-produced the EDM-infused track, helping establish the group's dynamic boy-group sound upon their YG launch. His ongoing work with continued through subsequent releases, including lyric writing and production on tracks from their 2025 mini-album Love Pulse, including "," which maintained the group's high-energy fusion of pop and rhythms. In more recent years, Choice37 has expanded his influence to YG's next-generation acts, contributing as , , and arranger to BabyMonster's 2025 mini-album We Go Up, including on the "We Go Up," where his futuristic synth layers elevated tracks into bold, genre-blending statements of empowerment. Across these projects, his signature style—rooted in grooves adapted to K-pop's polished structures—has defined over 180 credited songs on platforms like , underscoring his evolution from foundational beats to globally resonant hits.

Other professional activities

DJing and solo releases

Choice37 began his DJ career in the years following his 2009 entry into , performing live sets at prominent clubs and international festivals that incorporate elements of and electronic music. Notable appearances include Ultra , ZoukOut in , and gigs during BIGBANG's 0 to 10 world tour in , as well as a 2017 performance at Club Cubic in tied to Taeyang's . Outside his collaborative production roles, Choice37 has issued solo releases, starting with the 2007 Diligence EP on Subcontact, a hip-hop project featuring vocalists like , Kero One, and Blu over instrumental beats with scratches by DJs such as Freddie Joachim and Rel. He later shared independent instrumentals on , including "Reflection" and "Marie"—both produced alongside Freddie Joachim and originally appearing on Joachim's 2007 album In With Time—which highlight Choice37's rapping and beat-making in an vein. Choice37 maintains an active streaming presence with original beats and tracks uploaded to , alongside a Spotify profile garnering about 1.1K monthly listeners as of 2025. In 2021, he joined the Seoul-based producer collective THE HENZ CLUB for their , contributing to the track "We & We" with Lil Cherry, GOLDBUUDA, and HAE, blending and production in a local club-inspired context.

Business ventures

Choice37 has ventured into the fashion industry as a partner in Human Potential (HUPOT), a streetwear clothing line inspired by hip-hop culture and urban aesthetics. The brand, co-run with his wife Rebekah Kim, emphasizes lightweight, comfortable apparel featuring bold prints and metallic elements, such as chain motifs, and gained early traction among YG Entertainment artists in the early 2010s. Products from Human Potential are frequently shared within YG studios, reflecting Choice37's ties to his music career for brand inspiration through DJing and collaborations. In addition to fashion, Choice37 has expanded his professional scope by leading Team CHOICE, a collaborative producer crew formed within since around 2017. This team, comprising producers like LIL G, , and , focuses on joint music production projects for YG artists, including contributions to tracks for groups such as and , enhancing collective creative output and business efficiency in the label's operations. Their work underscores Choice37's role in fostering interdisciplinary teams that blend production expertise with commercial music endeavors. Furthermore, Choice37 utilizes his platform to amplify brand integrations, sharing promotions that connect his and ventures with a global audience.

Personal life and influences

Religious beliefs

Choice37, whose real name is Robin Cho, identifies as a Christian, a faith he publicly expresses through references to Scripture in his profiles. His bio prominently features Deuteronomy 6:5, which states, "Love the Lord your God with all your heart and with all your soul and with all your strength," reflecting a commitment to wholehearted devotion. Similarly, his X (formerly ) profile includes Proverbs 3:5-6—"Trust in the Lord with all your heart and lean not on your own understanding; in all your ways submit to him, and he will make your paths straight"—alongside Matthew 22:37, "Love the Lord your God with all your heart and with all your soul and with all your mind," which he has cited as a personal motto guiding his career since its early stages. This faith influences his professional approach, particularly his emphasis on and in music . In a 2012 , Cho described his rigorous , noting that he spends an average of 12 hours a day , a echoed in the title of his 2007 solo album , which explores themes of persistent effort amid urban and influences. He has also shared how played a pivotal role in major life decisions, such as his 2008 relocation to , where he prayed for guidance during a period of feeling "stuck and lost" in before packing his bags and moving. One Instagram post further illustrates this, where he expressed gratitude for a reminder to prioritize and place first in daily life. Throughout his career in the secular industry, maintains his religious values without overt proselytizing, integrating faith as a personal anchor rather than a public agenda. This balance allows him to collaborate on mainstream hits while upholding biblical principles like trust and love for , as evidenced by the consistent scriptural motifs in his online presence since at least the early .

Lifestyle in

Since relocating to in 2008, Choice37 has maintained a long-term residence in , where he balances his professional obligations at with personal pursuits that echo his Los Angeles roots, such as casual relaxation and seeking out comfort foods from his heritage. This adaptation involved initial stays with relatives upon arrival, gradually integrating into the vibrant urban life of the capital while preserving elements of his American background. He has spoken of the move as a pivotal, unplanned shift that reshaped his daily existence. Cultural adjustments have centered on navigating Seoul's fast-paced environment, including gradual immersion in local customs and cuisine. These travels allow him to reconnect with family and friends, providing a counterbalance to his routine in . As a notably private individual, Choice37 shares limited details about his family life, confirming only that he is married with two children—a daughter born in 2019 and a son born in —and values time spent relaxing with his wife and relatives, often emphasizing simple, low-key leisure activities over public exposure.

Recognition and legacy

Awards received

Choice37 received the Producer of the Year award at the 3rd Rhythmer Awards in 2013, recognizing his production work on G-Dragon's One of a Kind EP and related hip-hop projects. Organized by Rhythmer, a leading magazine, the awards celebrate standout contributions to the and , with selections reflecting peer and community acclaim within the domestic scene. While involved in acclaimed tracks for , such as co-writing "," Choice37 has seen sparse nominations in later years, with no additional wins documented. As of 2025, he has not received major international awards, including those from the MAMA or .

Impact on K-pop

Choice37's contributions to K-pop are marked by his innovative fusion of Western elements with the structured idol format, significantly influencing YG Entertainment's renowned "hip-hop school" sound. Originating from the underground scene as a member of the rap group Longevity Crew, Choice37 infused raw influences—such as rhythms and authentic lyrical delivery—into YG's productions starting in 2009. This approach elevated tracks like G-Dragon's "One of a Kind" and BIGBANG's "," blending 's gritty energy with K-pop's melodic hooks and performance-driven , thereby helping define YG's signature style that prioritizes authenticity within the pop idol framework. Beyond his stylistic innovations, Choice37 has played a key role in mentoring newer producers and artists at YG through the formation of Team CHOICE in 2017, alongside collaborators Lil G, , and . This crew has supported the development of emerging acts, contributing to album productions for groups like and , where Choice37 co-produced tracks such as "WE GO UP," "PSYCHO," "SUPA DUPA LUV," and "WILD" on the latter's 2025 mini-album. His emphasis on genuine music creation has guided young talents in integrating techniques, fostering a new generation of YG creators adept at global-leaning sounds. Choice37's work has extended K-pop's global footprint, with tracks like BLACKPINK's "As If It's Your Last," which he co-wrote, surpassing 1.4 billion YouTube views by 2025 and achieving international chart success. This track, briefly referenced alongside his other hits, exemplifies his skill in crafting accessible, cross-genre anthems that resonate worldwide. As a bridge between U.S. and Korean music scenes, Choice37's cross-cultural perspective has enriched K-pop's evolution, as discussed in his interviews. In the 2013 Rhythmer feature, he detailed adapting LA hip-hop's rawness to YG's MIDI-based workflows, while his 2017 W Korea interview highlighted K-pop's openness to diverse styles and its amplification through digital platforms like YouTube, enabling global fan connections. These insights underscore his enduring role in facilitating cultural exchanges that propel the genre forward.

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