In 2016, Shawn Choi has founded SORI, a New York City based artist agency specializing in Korean world music. SORI’s mission is to introduce powerful works of Korean music to a global, culturally curious audience in NYC and beyond. SORI’s works include programming, producing, booking and touring as well as artist branding and marketing services. Currently, SORI represents eight Korea-based music groups including Noreum Machi, SsingSsing, Coreyah, Black String, and more. Choi also works at Flushing Town Hall in NYC as the Director of Marketing and Community Engagement.