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The name So Real Entertainment originated from the concept of real music for real life. However, the label has grown into providing a business structure for the management, promotion and marketing of artistes.The founder of the label, Syd “Rho†Robertson is a product of Howard University’s School of Business located in Washington D.C., the same school that produced one of the most recognised Hip Hop Moguls today, none other than Sean “P.Diddy†Combs. During the formative years at Howard University (HU), Syd developed an interest in the ever evolving Entertainment Industry by being exposed to events such as Howard Homecoming, the SummerJam concert series hosted by New York’s Hot97 Radio Station, the campus freestyle battle-“Verbal Armageddon†and various concerts held by popular artistes e.g. Rocafella & Ruff Ryder tour to name a few.After graduating from HU with a degree in International Business and Finance and returning to Barbados, Syd continued to develop his interest in the entertainment environment, by observing and discussing the potential for growth, the limitations and requirements of local entertainment with some of the leaders in the local movement. Although the Banking sector allowed Syd to utilize his core business skills, it was very limiting in terms of creativity, thus the Entertainment Industry became more attractive since it provides an opportunity to combine both business and creativity.So Real Entertainment was founded in 2006 and deals with management, promotion and marketing of artistes. To date the artistes on the roster include Trezay, one of the island's Hip hop founders and Ruby Tech, the freestyle phenom and hip hop prodigy.Although managing and promoting artistes is the core business of the company, a natural synergy exists between the Entertainment and Fashion Industries, and it is this relationship that resulted in the establishment of the subsidiary, So Real Clothing, which custom designs merchandise for individuals and groups. The unique designs provided by the company cater to customising your lifestyle and expressing your individuality. Some examples of the designs produced include the Masala band launch t-shirts and the Hypa Dawg “Unity Jam†merchandise used at the East Coast Party Monarch finals 2006.So Real Entertainment continues to grow and with this young entrepreneur at the helm, the sky’s the limit!