IVAN "The Amoeba" Nestorov is one of the few people in Bulgaria promoting Bulgarian music and performers both within the country and beyond its borders.

At the beginning of 2002, Sofia Music Enterprises (SME) founded a management division, specialising entirely in promoting the careers of Bulgarian musicians.

"We will never invite Madonna or U2 to perform in Bulgaria because this would be the same as Bulgaria shooting at its own space programme," Nestorov said.

His background as a former musician, with experience of concerts, gives him insight into the needs of the role he has taken on.

But the challenge of promoting Bulgaria's musicians is a formidable one, given the country's under-developed economy, and under-developed music industry. Lack of money makes it difficult to meet the technical requirements of artists.

While he has taken on the challenge, Nestorov sounded a gloomy note.

It is difficult for Bulgarian music to penetrate the international market. In fact, he does not envisage a Bulgarian band making the international big time in the next 50 years.

"No one is interested in Bulgarian music abroad because we are poor, we have a visa regime, and we speak a different language," Nestorov said.

The management division, Agency for Bulgarian Artists (ABA), aims to organise appearances of Bulgarian musicians in clubs, festivals and concerts, using a professional approach close to Western standards, and by so doing try to launch them as guest stars in other countries.

But, says Nestorov, "the market is saturated with English music and in this century there is no way for Bulgarian artists to appear on the global market".

Nestorov, and ABA, hope to organise at least 10 to 12 major concerts this year.

In the past, SME has organised national tours by Kontrol, Atlas, Sonia Vassi, Ku-Ku Band & Kanaleto, B.T.R., Signal, Yildiz Ibrahimova, Roberta and many others.

The company was a founder of two of the first rock clubs with live music Funky's Pub and Mr. Punch, which turned into launching pads for most of the popular modern Bulgarian bands.

Nestorov said the industry in Bulgaria had a strong element of risk.

"There is no market research on what music is liked and not liked in Bulgaria."

However, he points out, he does not let his personal preferences regarding music affect the way he does his job.

Some of the Bulgarian artists being promoted by ABA are P.I.F. (Patriots In Fashion), Antibiotika, Irra, Yoanna, Karizma, Kristina Dimitrova & Orlin Goranov, Maria Ilieva, Nelly Rangelova, Nety, Rushi Vidinliev, Any Lozanova, Ahat, MastiloP.I.F., Safo and Beloslava.