Repost from @urbandesidocumentary - Social media has certainly put artists in direct contact with their fans however before the advent of these tools and even now in a time where artists are time-poor,.it's impossible to handle all publicity effectively in house. For artists that take their craft seriously and music companies who understand that media management and public relations (PR) requires a mastermind of creativity and a team who have the relationships to deliver a newsworthy story to the media and press. That's where the communication teams become instrumental in now #UrbanDesi is perceived and received by mainstream, ethnic or niche media platforms. The countless hours of psychological assessment and immaculate skill in timely delivery of stories to the media plays a huge role in the impact of Urban Desi culture. Not only shaping how the artists are written about or judged but shaping the image of the art form. Although @fnikpr #PedroCarvahlo isn't a #SouthAsian himself, anyone that knows him understand that he has been instrumental in careers of @musicbyrr @therealjuggyd @jaysean @apacheindianhq and so many more. I call him the honourary #desi. He knows more about #BritishAsian culture than me, which is why #UrbanDesiDoc can't wait to speak to him about his story, his work and most importantly his vision. I often wonder why such people invest their life into a scene that offers very little in terms of recognition, I sense passion when I speak to Pedro. Without a doubt, the entire #UrbanDesi music scene will agree that Pedro is a stalwart in the industry. We can all learn from him and therefore I emplore you to share this to recognise his contribution. I aim to kick start the Indiegogo campaign soon to get into production of the project and rely on the community to ensure we write our history independently and truthfully for future generations to learn from. This is our heritage, our culture and our identity. Be proud and support @urbandesidocumentary #UrbanDesiDocumentary #fnikpr