Our Entrepreneur of the Month for September is recently appointed Jacobs School of Music faculty member, Jasmine Choi! An innovator in the classical music world, Choi is widely recognized for her artistry, teaching, and groundbreaking use of digital platforms to reach new audiences. Her YouTube channel, with more than 30 million views, exemplifies her commitment to connecting with global audiences and reimagining what it means to be a twenty-first-century musician. She is equally dedicated to expanding the art of flute playing through her published teaching methods, international master classes, and organizational leadership, including her role as founder and music director of the Heredium Concert Series. Choi held positions with the Cincinnati Symphony and the Vienna Symphony before embarking on her solo career. Her path was shaped by studies at the Curtis Institute of Music and The Juilliard School. We recently interviewed Jasmine to learn more about her journey, artistry, and entrepreneurial vision for the future.
OECD: Your career has spanned continents, orchestras, and solo stages — what mindset or internal shift allowed you to take ownership of your path and begin seeing yourself not just as a musician, but as an entrepreneur?
Jasmine Choi: First of all, I’m very flattered to be called an entrepreneur — I’ve never really thought of myself as anything more than a musician! I certainly didn’t plan for my career to expand in so many directions, but it’s true that what I do has taken a somewhat different path than most. Beyond performing, I teach here at IU, founded and direct a music festival, invented a flute case, wrote flute method books, published arrangements, recorded more than ten CDs, launched Flute for Beginners video courses, composed my own works, premiered over 15 concertos written for me, collaborated with artists across genres, and created countless flute-related videos and articles. I honestly don’t know how it all unfolded, but I can say that my love and curiosity for the flute has guided every step. I never set out to design this path, but simply kept saying ‘yes’ to any opportunity that allowed me to explore the instrument I love. In the end, everything I do is just an extension of that passion.
Explore Jasmine Choi’s YouTube Site, with more than 200,000 subscribers
OECD: What systems, habits, or rituals have you developed to enhance your creativity while still growing your reach and impact as an independent artist?
Choi: What I’ve come to realize more and more over the years is that flexibility is essential. As an independent artist, no two days ever look the same — different schedules, time zones, repertoire, collaborators, cities, climates — and of course, all the unexpected travel adventures that come with it! So, if I have a ritual, it’s simply learning to ‘go with the flow.’ I’ve also learned to listen closely to my body and mind. We’re not machines — we can’t expect to function exactly the same way every day. By tuning in to how I’m feeling physically and mentally and planning fresh each day, I find that I’m able to stay inspired, imaginative, and creative.
OECD: Can you walk us through a moment when a professional risk you took — whether artistic, financial, or personal — didn’t go as planned, and how that experience shaped your approach to future projects or ventures?
Choi: I’ve always taken life one day at a time — just trying to play the flute a little better than I did yesterday. For me, making a beautiful sound on the flute can make the whole day worthwhile. Of course, not everything goes as planned, but over time I’ve learned there’s no single right or wrong path, as long as you keep going and keep learning. A recent hardship was losing my mother to pancreatic cancer. She was my best friend, my greatest supporter, and the one who first introduced me to music. The grief has been immense, but I came across a speech recently that greatly moved me: it said that when we lose a loved one, the hole in our hearts, unfortunately, doesn’t get any smaller. However, we have to make ourselves much bigger so that this hole in our hearts can get smaller by comparison. That’s what I’m striving to do, to grow, to keep embracing life, and to keep moving forward.
Enjoy a performance of the Mendelssohn Violin Concerto, Op.64 in E Minor, arranged and performed by Jasmine Choi.
SungNam Symphony Orchestra with Nanse Gum, March 2021
OECD: Many Jacobs School of Music students see themselves as emerging innovators in the arts. Do you have any suggestions on how they might approach their time in Bloomington to maximize their growth and potential?
Choi: IU’s Jacobs School of Music is truly an ideal environment, and the resources available on campus are incredible! Even as a faculty member, I’m constantly impressed by how professional, organized, and welcoming everything is. Honestly, I’m a little envious, and wish I were also a student here! Students have so many opportunities at Jacobs; they just need to explore, take initiative, and make the most of them. The library is a paradise for curious learners, and the faculty are always ready to support your goals. My biggest advice is to treat your time here as part of your professional journey. Life after school is merely a continuation of what you have already done, and is shaped by which people you have communicated with and how you handled your education and career as a student.
OECD: With over 300,000 Instagram followers and nearly 200,000 YouTube subscribers, how has content creation influenced your artistry, and how important do you think a social media presence is for classical musicians today?
Choi: I honestly have no idea how my YouTube channel grew past 200,000 subscribers, but I’m very grateful that people enjoy what I share! As for the role of social media, I see it less as something classical musicians need and more as a way to make classical music more accessible. If we only stay within our own circles, the threshold of classical music for most people could look too unreachable. Social media allows us to break that barrier and share beautiful music with people all over the world. I’m not saying ‘more’ is always better, but it is certainly worth it to share your passion with the world.
Enjoy a performance of the Reinecke Concerto in D Major
with the Gangnam Symphony Orchestra
OECD: As both a classical flutist and a digital creator, how do you see social media shaping the future of classical music?
Choi: Every connection, whether in person or online, is a story. The people who follow me aren’t just numbers, but real humans who share the same love for classical music. Many even come to my concerts around the world, even in the smallest cities where I thought no one knew me, and it’s such a joy and blessing. Over time, these relationships grow deeper through our shared passion for classical music. Imagine how many classical musicians are graduating from colleges and universities every year; if each one of them bring at least one new audience to a concert, we’d never have to worry about not having enough listeners. I believe it’s our responsibility to keep sharing more music and reaching out whenever we can. I’m grateful when someone discovers classical music through me, and from that moment, we have a story together.
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