Host (Desislava Zhablyanova): You made quite an exciting duet last year. We could even say that three people participated because you sang together with Misho Shamara, a Bulgarian rapper, and his son. As circumstances unfolded towards the end of the year, it reached the top spots in the American charts. What do you credit this success with?

Maxim: I have no idea. We made a professional product, that happened very accidentally, happened very randomly. Someone attacked my good friend Misho Shamara on Facebook for something that slightly offended him. I defended him, and he said, "I owe you." And I replied this was around 1-2 am, and I replied: "You don't owe me; someday we can make a track together." And so, the three of us got together in a studio, and I think we did it quite professionally because… we launched it in America. On the best hip-hop radio in New York - Hot21 and it continues to be in the top three rap songs in America. It's called "PR We Are," and it's dedicated to the business I've been working in for 30 years now - public relations. It is a wonderful project, which I'm very happy about.

Host: As a person, do you quickly dive into the unknown?

Maxim: I quickly start new projects. I easily accept challenges. For example, last year, I wrote two books. One of them was with my wife about the Camino Way, which was also a challenge, to walk all those hundreds of kilometers and then to write a book. And to make a movie. Another book I wrote was about Seychelles, after a show on Nova TV - "The Cherry on the Cake." I participated in a British film. Feature film. I played a lawyer. Accidentally. I wrote the song with Misho Shamara. We made a remix of this song, which is also very successful. So, these are things that, at first glance, don't have a specific connection to my business, but at the same time, I feel that they have a very big connection because I look at my business from the side. I see exciting things. I don't know if this is deep or shallow, but I take on new challenges and do them with great pleasure.

Host: Nowadays, many people rely on themselves with social media posts and think they can be their own PR. Is that the case?

Maxim: In a sense, yes. Because the modern person, if it's not a homo sapiens, maybe it's a homo socialicos, is a strange chemistry, a strange combination of publisher, editor, and reporter. Publisher, because the characteristic of a publisher is to own media, and we all do. Not just Facebook, but many others. Editors, because we should pay great attention to the quality of the content we publish. And reporters because every text should carry some news. Something interesting. I often say you can build an image for 20 years and ruin it in 20 seconds. So, in social media, you can do something, you call it PR, I would say, something to stand out with, something to brag about. To become popular. To think that you maintain a good image. At the same time, one day, you could slip up after 3 or 4 shots or a few glasses of wine late at night. To write some nonsense and ruin everything. But the good thing about social media is when you write something, you have 20, 30, 50, or 100 critics or haters or people who have a different opinion, and they can tell you, and you can get into an argument. And then you decide if your opinion is correct, if it's the most relevant, if it weighs. And I like social media for this reason.

You can watch the full interview here.