Serena established Profile Artist Agency in 1995, specialising in urban music (hip hop, reggae, drum'n'bass, etc.). Profile agency quickly grew and she lured the likes of Andy Duggan down from Aberdeen to join her.

Having spent her life trying to avoid the bright lights of the city, Serena finally succumbed in 2005 when Profile joined up with Primary Talent International.

Serena's roster includes Public Enemy, The Wailers, The Fall, Lee 'Scratch' Perry and Alice Russell