Joohoney

Lee Joo-heon (born October 6, 1994), better known by the stage name Joohoney and formerly mononymously known as Jooheon, is a South Korean rapper, singer, songwriter, and producer. He is a member of the South Korean boy group Monsta X, which formed through the Mnet's survival show No.Mercy, under Starship Entertainment in 2015. He also made his solo debut with the EP Lights in 2023.

2014: Debut and career beginnings
Prior to his debut with Monsta X, Joohoney was part of a project group called Nu Boyz, with #Gun, Shownu, and Wonho, formed under Starship Entertainment in August 2014. The quartet uploaded multiple mixtapes on their company's YouTube channel and performed at the opening show of Starship X concert in December 2014.

In December 2014, Starship Entertainment and Mnet launched a survival program named No.Mercy and Joohoney was selected, along with six other participants (including Shownu and Wonho), as part of the new boy group Monsta X on the last episode of the show.

2015–2016: Show Me the Money 4 and Tribe of Hip Hop
In January 2015, Joohoney was featured in the collaboration track "Coach Me", with San E and Sistar's Hyolyn. Joohoney alongside group member Kihyun, participated in the soundtrack of the South Korean drama Orange Marmalade titled "Attractable Woman", which was released in May 2015, and produced by Crazy Park and his team.

In June, Joohoney auditioned for the fourth season of Mnet's rap competition show Show Me the Money. He then reached the third round and was eliminated in a 1-on-1 battle against rapper Lee Hyun-joon, but was later brought back for a second chance where he lost to One.

In April 2016, Joohoney was one of the producers for JTBC's hip-hop competition show Tribe of Hip Hop, appearing as the youngest producer on the show.

2017–present: Mixtape releases and other solo activities
In January 2017, Joohoney released a solo music video for the song "Rhythm".

In August 2018, Joohoney released his mixtape DWTD. For the release, he released a music video for the track "Red Carpet", then a few months later, in October, he released a second MV, this time for the track "Should I Do". It charted in several countries, including ranking at number eight and twenty-two on the weekly Billboard's World Album and Top Heatseekers Album charts, respectively.

In February 2019, he changed to the stage name Joohoney, from using his given name Jooheon, for English-language activities.

In June, Joohoney appeared on Produce X 101 as a battle rap trainer for the contestants' first elimination battle.

In January 2020, Joohoney took a temporary break from Monsta X in order to focus on his mental health. He continued promotions again in late March, prior to the release of their Korean EP Fantasia X.

On October 9, Joohoney released his mixtape Psyche. He also pre-released the music video for the track "Intro: Ambition" on October 7, and then released the music video for "Smoky" simultaneous to the release of the mixtape. "Smoky" was described by Daniel Waters of MTV as an "emo-k-pop crossover", with Teen Vogue describing the chorus as "a sort of angsty rock 'n roll anthem" that both described as "cathartic". On October 21, Joohoney released a music video for the title track "Psyche".

In December 2020, Joohoney collaborated with Lovelyz's Kei on the OST "Ride or Die" for the drama Run On. The song was released on December 23.

In May 2021, Joohoney featured on the remake of the song "If You Love Me" by NS Yoon-G, originally released in 2012 with a feature by Jay Park.

On August 5, MBC's Idol Radio announced its second season, with Joohoney as a DJ for the show, alongside group member Hyungwon. The first episode aired on August 9, with the show streaming weekly through Universe and airing on MBC Radio.

In September, Joohoney appeared on the MU:PLY's Muziekwang Company as Kikwang's manager. It was a mockumentary web program that follows their journey as they open their own music agency. Muzie plays the company's CEO and top producer, while Kikwang plays a solo artist signed to the label.

In December, Joohoney appeared as one of the special judges in the Mnet's dance survival program Street Dance Girls Fighter's fourth mission, with group members Hyungwon and I.M, for Monsta X's B-side song "Autobahn".

In April 2022, Joohoney tested positive for COVID-19.

On October 14, Joohoney attended the 2023 S/S Seoul Fashion Week's Beyond Closet show, organized by fashion designer Ko Tae-yong, held at Dongdaemun Design Plaza (DDP) in Seoul. On October 20, he also performed for MBC's Idol Radio's first overseas concert Idol Radio Live in Tokyo, alongside group member Hyungwon and Got7's Youngjae, with several other artists, held at Tokyo Garden Theater in Tokyo.

On November 21, Starship Entertainment confirmed that Joohoney will make his acting debut through the Netflix original film K-pop: Lost in America, which revolves around the story of a Korean boy group that heads in New York for debut but ends up stranded in Texas with no money and mobile phones, and to be helmed by the famous Korean film director Yoon Je-kyoon who directed Haeundae and The Negotiation, with filming in the U.S. starting from March to June 2023.

In January 2023, Joohoney was featured in a pictorial and an interview for the February issue of Cosmopolitan Korea. On January 20, he was selected to be a member of channel DdeunDdeun's new web entertainment show Bbam Bbam Social Club at YouTube, a program where each person drinks, talks, and interacts with each other, alongside Joo Woo-jae, The Boyz's Sunwoo, Aiki, Lee Yong-joo, and Park Se-mi.

Starting in late February, Joohoney will be a permanent MC of Mnet's M Countdown, alongside (G)I-dle's Miyeon, as a replacement to Nam Yoon-su. The same month, he and I.M had a pictorial and an interview with the fashion and lifestyle magazine Vogue Korea.

In March, Joohoney will be part of JTBC's new variety show Korean Food Tray, a program that flies with Korean food trays anywhere in the world and makes Korean meal, alongside Chef Lee Yeon-bok and Hong Jin-kyung.

On April 16, he participated in the OST of TVING's original Our Game: LG Twins, titled "Awake", with Kihyun. It is a song about overcoming difficulties by cheering each other on and raising hope, which combines rock and hip hop, and contains a moving theme of turning adversity upside down. They also participated in the pitch and theta for victory before the game series against Doosan Bears.

On May 22, Joohoney released his solo debut extended play Lights, with the lead single "Freedom".

On June 5, he released the promotional single "Mountain Over the Mountain", alongside Dynamic Duo's Gaeko and Big Naughty, as part of the "2023 Mountain Dew Campaign". On June 28, Joohoney attended the Chanel's "Codes Couleur" pop-up store opening, held in Seongdong-gu, Seoul.

In August, he was announced as part of the OST lineup for JTBC's new Saturday and Sunday drama Behind Your Touch, titled "Hip Hop", which was released on August 13.

Military service
Joohoney enlisted for his mandatory military service as an active duty soldier, with 15th Infantry Division at Hwacheon army base in North Gangwon Province on July 24, 2023. During his basic military training, he took the role of a company commander in the 2nd company. Joohoney served as an assistant drill instructor and military chaplain, while he was promoted to corporal early in March 2024 for his exemplary military career. Joohoney is scheduled to be discharged on January 23, 2025.

Public image and impact
Joohoney is known as an "all-rounder artist" with talents in vocals, rap, and music producing. He has produced songs for Monsta X since their debut and also had been nominated in one of the leading U.S. music awards ceremonies. Joohoney is also known for his "aegyo" and "anti-war charm", and has expanded his activities in various fields, from being a DJ to a model for clothing brands.

According to SPAO's official, its flagship product sold 500,000 pieces in 2021, increasing from 170,000 pieces of the previous year since he started modelling for the said product. According to Born Champs' CEO Bae Sang-in, there is a significant increase in sales thanks to strengthening marketing including the selection of Monsta X's Joohoney as the brand model. Beginning with 2022 S/S season, the brand, which he had presented, is expected to increase its performance by 30-40% compared to the previous year. Its winter collection, a new collection released on his birthday, became number one in Musinsa.

Joohoney started producing and working on external songs, for then label mates Boyfriend's lead single "Star", from the group's fifth EP Never End, as well as songs for Mad Clown. He featured and produced the single "Ongsimi", for fellow group member Minhyuk. Joohoney composed, wrote, and arranged the song "Jumper", for his label mate Cravity, from the group's debut EP Season 1. Hideout: Remember Who We Are. He produced the single "Turning Point", for JTBC's reality competition show Peak Time's final round, with DKB performing the song, which accelerated the group's popularity.

Endorsements
In July 2021, Joohoney had been selected as an exclusive model of the Korean fashion brand SPAO's F/W season, in collaboration with the Korean brands and customers' lifestyle platform Musinsa.

In February 2022, he became one of the faces of the Korean cosmetics and skincare brand Olive Young's Vegan Beauty campaign, with his group member Minhyuk and label mate Ive's Liz. In March, Joohoney became the new face of the Korean street casual brand Born Champs, unveiling its 2022 spring collection through SNS.

In January 2023, he participated in the carbonated soft drink brand Mountain Dew's campaign, as part of its collaboration with Starship Entertainment, together with Dynamic Duo's Gaeko and Big Naughty.

Philanthropy
In October 2021, Joohoney donated 00,000 through the idol fandom community service My Favorite Idol, on the occasion of his birthday on October 6. It will be delivered to the Miral Welfare Foundation and used as a fund for the disabled who are isolated due to COVID-19. He appeared on the cover of the Korean Beauty Magazine's November issue, published by Public News that also spreads Hallyu culture to the world and introduces fashion, beauty, and life that Koreans love, with all the proceeds from its sales be donated to the Korea Social Contribution Association and 100% will be used for the development of Hallyu culture and the underprivileged.