Dunkan Becomes the Voice of Milan: “SANTA OUT” Redefines Holiday Style Through Trap Music

For the 2021 holiday season, the city of Milan tapped an unexpected but unmistakably fitting voice to represent its global identity: Italian-American artist Dunkan (Edoardo Medici). His single “SANTA OUT” became the official soundtrack for the new Milano&Partners campaign — a project designed to showcase Milan as a capital of style, culture, and contemporary creativity.

A Holiday Campaign That Moves With the Rhythm of the City

The concept behind the campaign is playful but intentional: Santa Claus arrives in Milan just before Christmas and, inspired by what he hears on the radio, decides it’s time for a makeover. Where better than Milan — one of the world’s fashion capitals — to reinvent your look?

Directed by Alessandro De Leo and produced by Movie Magic International for Wunderman Thompson, the video blends humor, holiday spirit, and street culture. Dunkan’s voice ties it all together, pushing the narrative forward with a trap-influenced performance crafted specifically for the campaign.

Why Dunkan Was Chosen

The creative team needed a performer who felt international but still connected to Italy — ideally Milan itself. Dunkan fit that identity perfectly: born to Italian parents, raised between cultures, fluent in English, and active within Italy’s urban and pop landscape.

Dunkan described the collaboration this way:

“They were looking for an international face and voice with Italian roots, someone who could bring Milan to life abroad. The director shared the mood he wanted for the video, and I imagined a modern Santa Claus moving through the city to a trap beat.”

The track itself was produced by Met Demon, pairing crisp drums and animated textures with Dunkan’s humorous writing. The result is a record that mirrors Milan’s energy: stylish, fast, unpredictable, and cosmopolitan.

A Rap Record That Doesn’t Sacrifice Identity

Dunkan explained that comedic storytelling and wordplay are part of who he is as an artist — and that he’s always had an interest in composing for advertising. “SANTA OUT,” he said, came naturally: a playful trap track written from the perspective of a reinvented Santa navigating Milan.

The song blends humor with urban flair without ever feeling forced. It’s promotional, but still distinctly Dunkan.

A European Spotlight Moment

Released initially on SoundCloud and later distributed across Europe through the Milano&Partners campaign, SANTA OUT gave Dunkan meaningful visibility beyond the traditional music circuit.

It positioned him not just as a rapper, but as a multidimensional creator capable of shaping soundtracks, branding narratives, and cultural identity — something increasingly rare in an industry dominated by algorithms and quick releases.

What the campaign ultimately proved is that Dunkan can move between commercial and artistic work fluidly, bringing authenticity to both. And for Milan, it introduced a holiday anthem that sounded nothing like Christmas — and exactly like the city.