"VIVA BULGARIA" — when music meets PR and Patriotism becomes a global language

Maxim Behar surprises audiences once again—not only as an internationally recognized PR expert, but also as the creator of an inspiring new musical project with a powerful message: “Be proud to be Bulgarian.

His latest track, "VIVA BULGARIA", created in collaboration with Bulgarian rap legend Big Sha (Misho Shamara) and his son Lil Sha, was premiered on BG Radio—his “favorite radio station in Bulgaria,” as he calls it.

“I don’t see myself as a professional singer—this is more about marketing with a cause. But if you can inspire people and change the perception of Bulgaria through music, why not?” says Behar. Following the success of his earlier songs "PR We Are" and "Run Away", this new single carries an ambitious goal: to give the world a different vision of Bulgaria—one that reflects its full potential.

“I spent two years talking with the Shamaras about doing a song for Bulgaria. I wanted people who type ‘Bulgaria’ on YouTube or Spotify to see something positive—not just the usual negative headlines. I wanted them to hear ‘Viva Bulgaria’ and imagine what this country can really be.”

The music video, created entirely by Behar’s team, presents Bulgaria in the year 2098—a futuristic, modern, high-tech country. “I walked into the office one morning and said, ‘Guys, let’s create Bulgaria in 2098!’” he laughs. “And even with all the fantasy elements—flying trains, futuristic buildings—we kept one key symbol: the Alexander Nevsky Cathedral. Because values must remain. Our flag must remain.”

One of the things he’s most proud of is the word “Imagine” that appears at the end of the video. “Let’s imagine—for three minutes and fifteen seconds. Let’s open our minds and see that Bulgaria can be clean, modern, full of positive, smart, young people.”

Even the name of the song wasn’t chosen randomly. “At first, it was going to be ‘Calling Bulgaria’, inspired by ELO’s ‘Calling America’. But then I thought—‘VIVA’ is the most international word I know! Say ‘Viva Bulgaria’ anywhere—in China, Brazil, Japan—and people will get it. It’s four letters full of positivity.”

On August 27, "VIVA BULGARIA" will be performed live at Deep Zone Project’s concert at Club Stroeja in Sofia. “We’ll bring at least 30–40 people on stage. We want this song to feel like a modern anthem. A moment where we proudly raise our heads and say: Yes, we are from Bulgaria.”

Maxim also created his own music label—BHR Records—to distribute the track. “When the American platform asked for the label name, I just made it up on the spot,” he laughs. “And now we even have hoodies with the logo! I had never worn a hoodie in my life—and now I can’t stop. They’re comfortable, they’re hip-hop, and they remind me of the amazing days we spent shooting the videos.”

The song opens with a violin—a bold choice for a rap track, but one that was intentional. “I told Lil Sha, ‘I want a violin at the beginning!’ He said, ‘Max, this is rap—what violin?’ And I said, ‘It’s your job to make it work.’ And he did—it plays almost until the end. I’m really proud of that.”

“I’ve traveled all over the world, and with my hand on my heart I can say—nowhere have I seen so many young, talented, ambitious, smiling people like in Bulgaria. And I want that, when someone asks us in Paris or Vienna where we’re from, we can confidently say: VIVA BULGARIA.”

“We’ve done miracles in the past 30 years. Yes, we wanted it to be faster, better, less corrupt, less chaotic. But if each of us does just one small good thing every day, it can bring meaning not only to our own lives but to those around us. And then, we’ll have every reason to say it with pride: VIVA BULGARIA.”