Pedro Carvalho has worked in the music and entertainment industry since he was a mere teenager. Stepping onto the industry ladder as a runner at the age of 15 in radio, his jobs have been vast and varied ranging from a trainee recording engineer, to a radio DJ, even as a voiceover artist. All this hard work culminating in his current position of owner of his company FNIK PR which looks after clients such as Rishi Rich, Ravi & Anoushka Shankar, Jay Sean, Deeyah, Panjabi Hit Squad, FA Premier League, Ashram, Allah Made Me Laugh Tour, Media Trust and many more.
Beginning his journey at 15 as a radio runner, working in a recording studio as a trainee radio engineer until 19 and releasing his own House track single soon after. He then spent 8 years working at Lightening Records exporting records across the world including artists such as Phil Collins and many more. Always wanting more action, Pedro continued what was once a hobby, working in radio as a presenter and doing various voiceovers.
Now integral as part of the Asian industry, he began presenting London’s only first and Asian dance show on Spectrum radio at the age of 25 under the name of King Shah where he later went on to become the Head of Music. He was also privileged to win the gong for ‘Asian Radio Show of the Year’ and the ‘Best Presenter’ award at the Carlton Awards, which was also followed by the trophy from the movie awards as ‘Asian Club DJ of the Year’. With the award came the opportunity of co-hosting the first Asian cultural TV programme for ITV with a primetime weekly Saturday afternoon slot called ‘Eastern Mix’ which continued successfully for four years.
In the same year, Pedro became a partner at the PR firm Media Moguls, which then went on to became the countries largest ethnic PR and Marketing agency handling a range of clients, both music, entertainment and corporate including: Babylon Zoo, Apache Indian, Rishi Rich, Jay Sean, Bend it Like Beckham, Bombay Dreams & Jaguar to name a few. He continued his role of Director of Public Relations here until 2003 when he left to set up his current PR Company FNIK PR.
FNIK PR looks after a fantastic portfolio of music clients ranging from Rishi Rich, Jay Sean, Apache Indian, Nitin Sawhney, Deeyah, Ravi Shankar. But FNIK’s focus is not solely dedicated to music with current projects with Premiership Football and past including consultancy for the Deputy Prime Ministers Office and the DOH. The company’s ethos is not only to focus on Asian media coverage and awareness for its clients, but to incite greater integration and less segregation and to be proud of the f-in culture.
Pedro Carvalho has truly earned his dues in the industry and has often been referred the ‘brownest white man in the industry!’– always believing that a genre of music or the colour of someone’s skin shouldn’t prevent them from having success. Putting true talent and the importance of supporting the younger generations first, he is seen as a mentor to many and a great role model for anyone trying to make it in the industry.
