B-Free is the stage name of Shane Choi, a Korean American rapper and owner of hip-hop label New Wave Records. Born in Korea and raised in Hawaii, Choi is now based in Seoul.

After returning to South Korea to complete his mandatory military service, Choi began making his own beats. Encouraged by rapper Snacky Chan, whom Choi met when he was working at the Nike store in Itaewon at 25, he started rapping over the music he was making and handing out CDs—which is how he met Paloalto, the founder of Korean hip-hop label Hi-Lite Records. He eventually signed to Hi-Lite but left the label in 2016 to start his own.