B-Free (real name Choi Sungho, Korean: 최승호), born on August 19, 1985, in Seoul, is a South Korean rapper, producer, and CEO of New Wave Records. Raised partly in Hawaii, B-Free gained recognition in the Korean hip-hop scene for his raw lyricism and experimental beats. He began his career in the early 2010s, becoming a foundational member of Highlight Records, where he played a major role in shaping the label's early sound and image. He was instrumental in recruiting artists like Reddy and Ocean and producing the acclaimed 2013 compilation album HI-LIFE, which solidified Highlight’s reputation. In 2016, after leaving Highlight, B-Free co-founded New Wave Records with Double K, later becoming its sole head in 2017. Under New Wave, he continued to evolve his sound, incorporating elements from Memphis rap to metal-influenced hip-hop. Since 2020, he has been managed by Stoneship and has released numerous albums, including the FREE THE BEAST and FREE THE MANE series. His 11th full-length album, FREE THE MANE 2: FREE THE MANE VS 최승로, dropped on October 3, 2024.
