diff --git a/src/RJP.MultiUrlPicker/Models/Link.cs b/src/RJP.MultiUrlPicker/Models/Link.cs
index c3dc1e7..e5e8e49 100644
--- a/src/RJP.MultiUrlPicker/Models/Link.cs
+++ b/src/RJP.MultiUrlPicker/Models/Link.cs
@@ -14,6 +14,7 @@ namespace RJP.MultiUrlPicker.Models
     public class Link
     {
         private readonly JToken _linkItem;
+        private readonly Lazy<UmbracoHelper> _umbracoHelper;
         private bool _publishedContentInitialized = false;
         private string _name;
         private string _url;
@@ -24,9 +25,10 @@ public class Link
         private Udi _udi;
         private int? _id;
 
-        public Link(JToken linkItem)
+        public Link(JToken linkItem, Lazy<UmbracoHelper> umbracoHelper = null)
         {
             _linkItem = linkItem;
+            _umbracoHelper = umbracoHelper ?? new Lazy<UmbracoHelper>(() => new UmbracoHelper(UmbracoContext.Current));
         }
 
         private IPublishedContent PublishedContent
@@ -158,7 +160,6 @@ public LinkType Type
             }
         }
 
-
         private void InitPublishedContent()
         {
             if (!_publishedContentInitialized)
@@ -170,9 +171,22 @@ private void InitPublishedContent()
                     return;
                 }
 
-                if (Udi.TryParse(_linkItem.Value<string>("udi"), out _udi))
+                if (Udi.TryParse(_linkItem.Value<string>("udi"), out _udi) && _udi is GuidUdi guidUdi)
                 {
-                    _content = _udi.ToPublishedContent();
+                    var umbracoType = Constants.UdiEntityType.ToUmbracoObjectType(_udi.EntityType);
+                    if (umbracoType == UmbracoObjectTypes.Media)
+                    {
+                        var entityService = ApplicationContext.Current.Services.EntityService;
+                        var mediaAttempt = entityService.GetIdForKey(guidUdi.Guid, umbracoType);
+                        if (mediaAttempt.Success)
+                        {
+                            _content = _umbracoHelper.Value.TypedMedia(mediaAttempt.Result);
+                        }
+                    }
+                    else
+                    {
+                        _content = _umbracoHelper.Value.TypedContent(guidUdi.Guid);
+                    }
                     _id = _content?.Id;
                 }
                 else
@@ -181,15 +195,13 @@ private void InitPublishedContent()
                     _id = _linkItem.Value<int?>("id");
                     if (_id.HasValue)
                     {
-                        var helper = new UmbracoHelper(UmbracoContext.Current);
-
                         if (_linkItem.Value<bool>("isMedia"))
                         {
-                            _content = helper.TypedMedia(_id.Value);
+                            _content = _umbracoHelper.Value.TypedMedia(_id.Value);
                         }
                         else
                         {
-                            _content = helper.TypedContent(_id.Value);
+                            _content = _umbracoHelper.Value.TypedContent(_id.Value);
                         }
 
                         SetUdi();
diff --git a/src/RJP.MultiUrlPicker/Models/MultiUrls.cs b/src/RJP.MultiUrlPicker/Models/MultiUrls.cs
index 8f12778..e95972a 100644
--- a/src/RJP.MultiUrlPicker/Models/MultiUrls.cs
+++ b/src/RJP.MultiUrlPicker/Models/MultiUrls.cs
@@ -1,4 +1,4 @@
-namespace RJP.MultiUrlPicker.Models
+namespace RJP.MultiUrlPicker.Models
 {
     using System;
     using System.Collections.Generic;
@@ -8,6 +8,7 @@
     using Newtonsoft.Json.Linq;
 
     using Umbraco.Core.Logging;
+    using Umbraco.Web;
 
     [Obsolete("Use IEnumerable<Link> instead")]
     public class MultiUrls : IEnumerable<Link>
@@ -39,12 +40,14 @@ public MultiUrls(string propertyData)
 
         private void Initialize(JArray data)
         {
+            var umbracoHelper = new Lazy<UmbracoHelper>(() => new UmbracoHelper(UmbracoContext.Current));
+
             foreach (var item in data)
             {
-                var newLink = new Link(item);
+                var newLink = new Link(item, umbracoHelper);
                 if (!newLink.Deleted)
                 {
-                    _multiUrls.Add(new Link(item));
+                    _multiUrls.Add(newLink);
                 }
                 else
                 {
diff --git a/src/RJP.MultiUrlPicker/MultiUrlPickerValueConverter.cs b/src/RJP.MultiUrlPicker/MultiUrlPickerValueConverter.cs
index afe7724..2cf77e8 100644
--- a/src/RJP.MultiUrlPicker/MultiUrlPickerValueConverter.cs
+++ b/src/RJP.MultiUrlPicker/MultiUrlPickerValueConverter.cs
@@ -37,22 +37,24 @@ public override bool IsConverter(PublishedPropertyType propertyType)
 
         public override object ConvertDataToSource(PublishedPropertyType propertyType, object source, bool preview)
         {
-            if (string.IsNullOrWhiteSpace(source?.ToString()))
+            var sourceString = source?.ToString();
+            if (string.IsNullOrWhiteSpace(sourceString))
             {
                 return null;
             }
 
-            if (source.ToString().Trim().StartsWith("["))
+            if (sourceString.DetectIsJson())
             {
                 try
                 {
-                    return JArray.Parse(source.ToString());
+                    return JArray.Parse(sourceString);
                 }
                 catch (Exception ex)
                 {
                     LogHelper.Error<MultiUrlPickerValueConverter>("Error parsing JSON", ex);
                 }
             }
+
             return null;
         }
 
@@ -65,14 +67,16 @@ public override object ConvertSourceToObject(PublishedPropertyType propertyType,
             }
 
             var urls = new MultiUrls((JArray)source);
-            if(isMultiple)
+            if (isMultiple)
             {
-                if(maxNumberOfItems > 0)
+                if (maxNumberOfItems > 0)
                 {
                     return urls.Take(maxNumberOfItems);
                 }
+
                 return urls;
             }
+
             return urls.FirstOrDefault();
         }
 
@@ -82,6 +86,7 @@ public Type GetPropertyValueType(PublishedPropertyType propertyType)
             {
                 return typeof(IEnumerable<Link>);
             }
+
             return typeof(Link);
         }
 
@@ -108,12 +113,9 @@ private bool IsMultipleDataType(int dataTypeId, out int maxNumberOfItems)
             if (preValues.TryGetValue("maxNumberOfItems", out PreValue maxNumberOfItemsPreValue) &&
                 int.TryParse(maxNumberOfItemsPreValue.Value, out maxNumberOfItems))
             {
-                PreValue versionPreValue;
-                Version version;
-                // for backwards compatibility, always return true if version
-                // is less than 2.0.0
-                if (preValues.TryGetValue("version", out versionPreValue) &&
-                    Version.TryParse(versionPreValue.Value, out version)
+                // For backwards compatibility, always return true if version is less than 2.0.0
+                if (preValues.TryGetValue("version", out PreValue versionPreValue) &&
+                    Version.TryParse(versionPreValue.Value, out Version version)
                     && version >= new Version(2, 0, 0))
                 {
                     return maxNumberOfItems != 1;