What Amaca Arts&Artists does

Amaca Arts&Artists (legal entity Amaca S.r.l.) is a Milan-based Italian talent agency and event production company founded in 2018 by Mario Terreni and Claudio Terreni. It represents a roster of 25+ Italian entertainers — comedians, magicians, mentalists, musicians, and presenters — including names with track records on flagship Italian TV comedy franchises such as Zelig, Colorado, and Camera Cafè (e.g., Raul Cremona, Antonio Ornano, Paolo Migone, Alessandro Betti, Ale e Franz). The company's offering is organized around four service lines: Intrattenimento (comedian and entertainment bookings), Motivazione e Team Building (corporate motivation events), Spettacoli Teatrali e Distribuzione (theater production, SIAE permitting, and distribution), and Contenuti per Web e TV (content production for broadcasters and agencies), supported by an in-house ticketing capability.

The business operates with a sales-led, relationship-based go-to-market. Pricing is quote-based and bespoke per event rather than tiered or publicly disclosed. Revenue is generated through commissions on artist bookings and management fees, service fees for end-to-end event production, and transaction-based income from ticketing and theater distribution. Customers are almost exclusively enterprise: Italian TV productions, event and communication agencies, theaters (notably Teatro Dal Verme, now a multi-year venue partner for productions such as Ludovico Einaudi's 2024 run), corporate clients, and public administration. Marketing is largely organic — a Squarespace-hosted website acting as an artist portfolio and an Instagram feed showcasing performances and TV placements.

The technology footprint is minimal by design: no proprietary platform, no mobile app, no API, and no disclosed AI/ML capability. The competitive position rests on founder reputation (Mario's 2002 Zelig in Tour background and Bananas agency tenure; Claudio's ticketing and large-venue production experience), the depth of the artist roster, and entrenched relationships with Italian broadcasters and venues. Geographic scope is concentrated in Lombardy and Italy more broadly, with Europe listed as a potential market but no active international execution evidenced.

Name

Amaca Arts&Artists

Legal name

Amaca S.r.l.

Website

https://amacaspettacoli.it

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Amaca Arts&Artists is a Milan-based Italian talent agency and event production company that books comedians, magicians, musicians, and presenters for corporate events, theaters, and Italian TV franchises, serving enterprise clients via relationship-led, commission-based representation.

Ownership category

akta.pro rank

Product category

Talent Booking and Event Production Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Talent Booking Agencies (Live Performance) (MPAIAGAB)

akta.pro secondary industries

Full-Service Artist Management (MPAIAGAA), Performers & Specialty Acts Booking (Magicians, Comedians, Circus, Variety) (HSACAHAB), Talent Agency & Representation Services (HSACAHAK)

Keywords

• Talent booking agency
• Event production services
• Artist management
• Corporate entertainment
• Theater show production

Headquarters

HQ city

Milano Marittima

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Artist Booking and Talent Representation: Amaca represents and books comedians, magicians, musicians, and other entertainers for corporate events, theaters, television, and private functions. Revenue is generated through commission from artist bookings and management fees.
2. Event Production Services: Full-service event production including format development, script writing, technical production, and ticketing services for entertainment events. Revenue generated through service fees for event planning and execution.
3. Theater Programming and Distribution: Producing and distributing theatrical comedy shows and managing theater programming. Revenue comes from ticket sales, venue partnerships, and distribution agreements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Amaca Arts&Artists is an Italian talent booking and event production agency that represents a roster of comedians, magicians, musicians, and presenters, and delivers end-to-end event services including format design, script writing, artist selection, technical production, and ticketing. Its four core service lines are corporate entertainment, motivational and team-building events, theater show production and distribution, and web/TV content production, serving event agencies, communication agencies, corporate clients, theaters, and public administration.

Product overview

Amaca Arts&Artists (Amaca Spettacoli) is an Italian entertainment and artist management company offering a comprehensive suite of event services. The core offering consists of four main service lines: Intrattenimento (entertainment and comedian bookings), Motivazione e Team Building (corporate motivation events), Spettacoli Teatrali e Distribuzione (theater production and distribution), and Contenuti per Web e TV (web and TV content production). These are supported by ticketing services. The company represents a roster of Italian comedians, magicians, musicians, hosts, and variety performers for corporate events, television, and theater programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Intrattenimento (Entertainment Services) Booking of comedians, comedy shows, and edutainment/infotainment packages for corporate events, private functions, agencies, and theaters across Italy.
• Motivazione e Team Building Motivational events, team-building activities, speeches, and roundtables tailored for corporate clients using the Amaca talent roster.
• Spettacoli Teatrali e Distribuzione Theater show production and distribution, including artist casting, SIAE permits, ticketing, and broader audience reach for theatrical seasons.
• Contenuti per Web e TV Web and TV content production services from creative concept to final production, involving production houses and creative resources.
• Biglietteria (Ticketing Services) Ticket management and sales services supporting events and theater productions managed by Amaca.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Teatro Dal VermecoreStrategic or Co-development Partner · 1 January 2024Amaca Arts and Artists collaborated for the second consecutive year with Teatro Dal Verme in Milan for the production of Ludovico Einaudi's music performances (November 30 - December 20).
• Bananas S.r.l.minorStrategic or Co-development PartnerMario previously worked at Bananas (management, production, and distribution agency) as commercial director for events and sponsorships before co-founding Amaca. Bananas produced shows for Amaca artists including Maurizio Lastrico's theatrical production.

Scale indicators1 record

Expansion highlights4 records

Direct peers

• Magnolia: Italian independent television production company producing comedy programs including some of the same shows Amaca supplies talent to (Colorado). Operates in the overlapping talent-booking and entertainment production space within the Italian market.
• IMG Artists: Global talent agency representing classical musicians, conductors, and live performers for concerts, tours, and events. Comparable to Amaca in the core agent-represents-talent-for-live-engagements model, though operating at international scale and in different genres.
• Bananas S.r.l. Italian artist management, production, and distribution agency where Amaca co-founder Mario Terreni previously served as commercial director. Bananas operates in the same Italian comedy and entertainment market with overlapping roster of comedians, making it the closest comparable for Amaca's booking and management model.

Broad incumbents

• Creative Artists Agency (CAA): Global full-service entertainment and sports agency representing artists across comedy, music, and live performance. Comparable as a talent representation competitor for premium artists whose booking value Amaca also targets.
• WME (William Morris Endeavor): One of the world's largest talent agencies, representing comedians, musicians, and entertainers across live events, television, and corporate appearances. While operating at vastly greater scale than Amaca, it competes for the same high-end Italian and international comedic talent pool.
• Live Nation Italia: Italian arm of the global Live Nation entertainment group, focused on live event promotion, ticketing, and artist bookings across Italy. While larger and more music-focused than Amaca, it competes for the same corporate and theater live entertainment budgets in the Italian market.
• Colorado Film: Italian production company behind the long-running 'Colorado Cafè' TV comedy show, which is both a customer of Amaca's booking services and a competing producer in the broader Italian comedy entertainment ecosystem.
• Balich Wonder Studio: Italian-headquartered live entertainment and event production company specializing in large-scale ceremonial, corporate, and theatrical events. Comparable in the integrated event production value chain though operating at much larger scale and on more international projects.
• Zelig (production company): Italian television production company behind the iconic 'Zelig' comedy show. Functions as both an Amaca customer (long-term talent booking partner) and an adjacent producer in the Italian comedy entertainment value chain.

Regional players

• F&P Group: Italian event and communication agency providing corporate event production, entertainment booking, and motivational event services. Comparable to Amaca in the corporate entertainment segment but operates primarily in Italy and competes for similar event agency and corporate clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/amaca-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amaca Arts&Artists