In an industry often dominated by budgets and fleeting trends, Elisa Serrani has chosen a different path. Based in Italy, she has been working in music communication since 2004 and in 2020 she founded Music & Media Press, a PR agency that has become one of the most active in the country, representing over 350 artists — from independent voices to major-label talents.

What distinguishes Serrani is not only the scale of her work, but the ethical framework she has built around it. In recent months, she launched ACCA – Agenzia di Crescita e Collocamento Artistico: a structured model designed to guide artists step by step, combining promotion, consultancy, and long-term strategy.

“Talent should not be blocked by the lack of budget,” she explains. “What matters is identity, clarity, vision. From there, everything else can be built.” Her model is divided into phases — from defining artistic positioning to building real professional opportunities — and is designed to generate value without speculation.

“You don’t play with other people’s dreams,” she emphasizes. “They are delicate material. What we build must be sustainable, transparent, and rooted in respect.”

Serrani’s journey began at 14, when she spent her days in the historic offices of Best Sound in Milan, surrounded by game changers of Italian hip-hop such as Articolo 31 and Club Dogo.

That passion turned into a twenty-year career, culminating in her own agency, which today collaborates with songwriters, rappers, DJs, producers, musicians, management, labels, and social-impact projects.

Her approach, recognized and appreciated by many industry professionals, is accompanied by constant investment in training and innovation, and is not generalist but entirely dedicated to music: a choice of verticality that is as rare as it is necessary.

A different vision, which sees in the industry not rivals but colleagues with whom to build a stronger and more sustainable music ecosystem.

For Serrani, credibility is built through stories: “Doing PR does not mean just sending press releases. It means listening, reading between the lines, and giving each project the right voice. Communication must create real cultural value, not just promotion for its own sake.”

From Pavia, a town 40 km from Milan, to the international music scene, Elisa Serrani is proving that ethics and professionalism can still redefine the rules of the game — one artist at a time.