After many years of producing and managing international music and cinema events in Italy, France, and Portugal, Cristina Fina founded La Strada in 1998, a music management and booking agency based in Paris (FR) that specialized in world and jazz music. Since 2010, she has been in charge of international development strategies, partnerships, and music export activities for Puglia Sounds and Medimex. Established in 2010 by the Puglia Region Government, Puglia Sounds is Italy's first public initiative aimed at developing and internationalizing the music sector in a specific region, while recognizing music as a valuable industry that generates employment and economic value.” Puglia Sounds also promotes Medimex, Italy's largest international festival and music conference, which is one of the most important events both economically and culturally for Italian music professionals and organizations.