Play It! is a project and an online platform dedicated to strengthening cooperation within Serbia’s music industry. Emerging from the real needs of the scene, Play It! connects emerging and established musicians with producers, organizers, media, and institutions, providing space for visibility, knowledge exchange, and professional development. The project includes research, educational activities, and workshops, with a special focus on inclusivity and “behind-the-scenes” professions. Play It! aims to contribute to building a more connected, fair, and sustainable music community in Serbia.