We caught up with the brilliant and insightful Rock Choi a few weeks ago and have shared our conversation below.
Rock, so glad you were able to set aside some time for us today. We’ve always admired not just your journey and success, but also the seemingly high levels of self-discipline that you seem to have mastered and so maybe we can start by chatting about how you developed it or where it comes from?
I have consistently pursued a path of discipline throughout my life, viewing it as a conscious choice that aligns with my values. I have no regrets about adopting this attitude; rather, I find fulfillment in the continuous process of learning and personal growth. My primary focus revolves around these aspects, as they are of utmost importance to me.
The concept of discipline is subjective, with no universal formula for achieving it, and not every individual feels compelled to follow such a path. I recognize and respect the diverse choices people make. For me, cultivating a serious and goal-oriented mindset is pivotal, considering the finite nature of life. I’ve set ambitious life goals, and the commitment to relentlessly strive for their achievement is my way of ensuring I won’t harbor regrets when reflecting on my life in the future.
While uncertainties persist, acknowledging the possibility of future moments of reflection and potential regrets is part of the human experience. Life, to some extent, involves suffering, and the acknowledgment that no external force will rescue me underscores the cold reality I confront. I bear sole responsibility for my life, a realization that fuels my determination to make informed and positive choices. Trusting myself, I am committed to consistently making decisions that contribute to a better and more fulfilling life.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Okay here is my story! There’s a unique character, an electric guitarist, who is gaining recognition for his endless passion and challenges, becoming the first Korean artist to attract attention from renowned American music companies. Currently pursuing a master’s degree in electric guitar at New York University, he is receiving support from music companies in the United States and planning a world tour with well-known musicians starting from March 2024.
His name is Rock Choi, and it’s as distinctive as his journey. He never expected that his parents, naming him “Rock” with the wish for him to live as strong as a rock, would unknowingly set the path for him to live life as a musician. He first encountered the guitar in sixth grade, driven by simple curiosity. Upon entering middle school and contemplating what he could excel in, he chose the path of a guitarist, stating, “It was not just curiosity, but a realization of the thrill of being a performer during the first band performance in middle school.”
Unlike most students who strive for good grades, admission to a prestigious university, and a conventional career, he desired a life of new challenges and pursuing dreams. Embracing his unique name as one of his greatest assets, he joined the school band in middle school and experienced the exhilaration of being a performer during the first stage performance. While his peers were contemplating the transition to regular high schools in their third year of middle school, he was determined to become a guitarist. Obtaining his parents’ approval, he dedicated himself to practice to enter an arts high school.
Entering an arts high school in Seoul was not easy. Faced with numerous competitors dreaming of becoming guitarists, he initially failed to gain admission to the school of his choice. The second attempt at Hanlim Multi Arts High School brought him provisional acceptance, igniting a spark of hope. However, the challenges he faced during the admission process and the rejection from another arts high school made him reflect on his shortcomings and fueled his determination to truly hone his skills.
Rock Choi, rather than relying solely on innate talent, believed that relentless and consistent practice was the best way to build skills. Throughout his three years in high school, he dedicated himself to practice, accumulating expertise. Reflecting on this relatively short period, he recalled realizing that “this path is my path” as he practiced without regret.
In 2016, amid a surge in popularity for practical music programs at universities nationwide and fierce competition, he aimed to enter Seoul Institute of the Arts University, considered one of the top guitar institutions in Korea. Unusually unfazed by the daunting admission process, he viewed it as a fun and simple self-test to showcase the skills he had developed over the years.
During his high school years, inspired by a promise he made to himself, a visit to the national athlete village with his athlete parents, and the routine of national athletes, he envisioned himself as a national athlete and immersed himself in practice. While the skyrocketing competition ratio seemed like a meaningless number to him, he confidently entered Seoul Institute of the Arts University as a guitar major at the age of twenty.
However, the pride he felt was short-lived. Spending a year at the top music university in Korea, he continuously improved his skills, receiving praises from those around him. Nevertheless, an inexplicable sense of inadequacy persisted. Amid these reflections, he learned about auditions for an electric guitar position in the Military Band Headquarters, which could provide him with time to contemplate his future while fulfilling his military duties. Without hesitation, he applied for the audition amid intense competition and successfully enlisted at the age of 21.
After entering the military, parting ways with family, friends, and good acquaintances left a sense of longing. Furthermore, the regimented military life, lacking in personal freedom, was undoubtedly challenging. However, this period was considered a valuable time for self-reflection, allowing the guitarist to step back from society and mature into a true performer.
During the time spent in the military, there was an opportunity for serious contemplation about personal goals and the future. Approaching discharge, he became acutely aware of an indescribable emptiness reminiscent of the university experience. Driven by a steadfast ambition to make a mark on the global stage, the decision was confidently made to set forth into the next chapter of the journey: Berklee College of Music.
Above all, he decided to embark on a new journey to unfold significant dreams by creating a path that hadn’t been tread by others in the homeland where the music he had done and aspired to do came alive.
“If I were to call the place I live a ‘forest,’ then the world outside would be a ‘jungle.’ In the forest, there are ways to survive in the forest, and in the jungle, there are more extensive and diverse laws of survival that suit the jungle. So, without fear, I have actively taken on these challenges to make myself deeper,” he expressed.
After entering Berklee, his life underwent a significant transformation. The four years were not merely about obtaining an academic degree; fortunately, shortly after arriving in the United States, he met a company that recognized him. It was D’Angelico, a guitar company with a long history located in New York City. Entering their headquarters coincidentally, he met the company’s director as if scripted in a movie. Upon learning that he came to the U.S. to study guitar, the director encouraged him to play, creating a brief moment for him to showcase his skills in front of a foreign audience for the first time. Fortunately, he caught the director’s eye, and they exchanged contacts before parting ways. Little did he know that this brief moment would become a crucial turning point in his life in the United States.
Was it the strong self-belief that illuminated the challenging journey? After a few months since his visit to New York and gradually adapting to life in the United States while mingling with various music majors in Boston, one day, he received a message through social media from the director who had been consistently observing his activities. The director suggested shooting multiple promotional videos for the newly released guitars, marking the beginning of a substantial relationship with D’Angelico. Starting with the filming of three official video parts, he slowly began to make a name for himself, meeting many guitarists associated with D’Angelico. Requests for his performances increased, and opportunities for concerts and recording projects became more frequent.
D’Angelico gradually recognized his skills and, judging his high potential for future development, began to trust him. Unprecedentedly, they treated him as the first Korean exclusive artist (Sponsored Artist & Brand Ambassador), providing him with support for the guitar, and musical gears which became as essential to him as life itself.
In addition to maintaining his relationship with D’Angelico and his school life, Rock Choi made efforts to build a diverse career. During vacation seasons, he used the time to gain experience by participating in performance projects and music shoots with various artists in Maryland, LA, New York City, the UK, Colombia, and more. Throughout his four years in college, he consistently created opportunities by commuting between New York and Boston monthly, gradually introducing himself as a Korean guitarist. As a result, he received sponsorship offers from US based music equipment companies used by many American guitarists, who acknowledged his outstanding playing skills and unique style. It became a significant source of strength for him, facing the fear of walking the path that no one had shown him before.
The American companies currently directly supporting him include D’Angelico, Supro USA, Pigtronix, D’Addario, Monocreators, Jim Dunlop, Electro-Harmonix, and more. Rock Choi’s name has become known in South Korea as a hidden talent, and he maintains collaborative relationships with Korean music-related companies such as A3 Stompbox, Soundzaid, MUCL, Gopherwood, and BJ Press.
Upon completing four years at Berklee College of Music, he auditioned for New York University for graduate studies and secured admission as the top priority in the guitar major. Currently, he is attending graduate school, teaching students as an Adjunct Faculty Member at New York University, and consistently continuing his musical activities.
Especially this year, 2024, he is being chosen for the world tour opportunity for the first time as the main guitarist alongside renowned musicians like Jesus Molina and Noel Schajris. The tour is being planned to cover the United States, Europe, and other regions, performing in numerous schedules. This inaugural world tour is expected to be a new and prideful experience for him as the first Korean guitarist.
Rock Choi, the guitarist, is not merely following the path that many guitar players in Korea have walked. Instead, he tirelessly pioneers new avenues, standing shoulder to shoulder with global musicians. Unfurling pioneering activities, he crosses the walls that Korean guitarists haven’t overcome. Rock Choi’s boundless potential and spirit of constant challenge are poised to contribute to making him widely known as a guitarist from South Korea. There is a chorus of voices full of support, hoping for the success of his first world tour, which promises to be a journey towards the world. Additionally, expectations are high that he can become a guiding light, offering new dreams and hope towards the world for numerous younger guitarists dreaming of becoming electric guitar players.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
The essence of success in my perspective lies in maintaining a professional attitude towards everyone I encounter. This fundamentally involves cultivating a positive mindset and treating people with kindness. Conversely, one of the most detrimental behaviors is constant complaining and whining, akin to a child’s approach. Such negativity seldom contributes positively to any situation.
Being a musician entails navigating through a myriad of unexpected challenges, constantly adapting to survive in the dynamic music industry. The profession is undeniably stressful, requiring a robust mindset to cope. This applies not only to music but also to various other occupations. Overcoming challenges while finding enjoyment in the process is crucial.
I believe that possessing a strong mindset is indispensable for anyone aspiring to be a successful musician. This is a continuous journey, and I am dedicated to giving my best effort to foster a mindset capable of steering my life towards success.
And simply, making a great sound through my instrument. I cannot define what the “great sound and great tone” because it has no answer. Depending on who play and who listens to it, thoughts can be different. Having great ears to figure out how to make the great sound from my body through the instrument would be really important. In order to have great ears that can distinguish what is good, and what is not good is crucial ability to have. It is like never stop learning, there is always “something” to work on. That’s the beauty of this job. Daily growth is the key. I’m basically talking about being a disciplined person. Discipline is the key to all of these skills that I explained.
Lastly, presenting the best version of myself is a priority. Acknowledging that everyone has a unique appearance, I consistently strive for self-improvement. When I gaze into the mirror, the desire to enhance my physical fitness for both health reasons and to make the better outfits always lingers. It’s essentially about holistic self-improvement.
Whether it’s refining my physique or addressing any aspect I wish to enhance, I actively pursue opportunities for growth. Fashion plays a role in this process as well. Selecting the most fitting clothes is, in a way, a personal assignment—one that adds to the ongoing journey of self-discovery and improvement.
Alright, so before we go we want to ask you to take a moment to reflect and share what you think you would do if you somehow knew you only had a decade of life left?
I would say there is no particular challenging. I think that everything in life is basically challenging. Each daily decision I make is akin to a mission, presenting its own set of challenges. Whether overcoming seemingly facile or complex obstacles, my focus remains on navigating life’s challenges. I find a profound satisfaction in consistently challenging myself, recognizing that growth often follows the successful resolution of challenges. It is as if every day is a battlefield, a “war zone,” where I engage in a continuous process of learning, evolving, and surviving. This commitment to overcoming challenges underscores my proactive approach to personal and professional development.
Contact Info:
- Website: TBA
- Instagram: https://www.instagram.com/rockchoii?igsh=YTQwZjQ0NmI0OA%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/profile.php?id=100003812142997&mibextid=LQQJ4d
- Linkedin: TBA
- Youtube: https://youtube.com/@ROCKCHOI?si=KSRmm2Wy3eYkbo6U
- Other: Mainly on IG and Youtube.
Image Credits
Issac Wheatley / IG: @ikeview Joe Davis / IG: @joedavismusic
