Juan Serrano's incredible musical execution has been witnessed and enjoyed by millions around the world. Serrano has drawn awe and praise from his audiences, aficionados, critics, and artistic peers. Critics have called him the "best flamenco guitarist living today."

But Juan Serrano is more than just an incredibly gifted guitarist. He is also an exceptional and rare musical resource who can communicate his art on a very personal level unlike other great Spanish guitarists who normally only perform in a strict concert setting where the audience receives little orientation about flamenco from the artist. Serrano speaks both English and Spanish which enables him to give enlightening explanations during his performances that give his audiences a rare insight into flamenco. He has performed on major television and radio programs throughout the world. In addition, Serrano has authored several music books and videos distributed by Mel Bay Publications which instruct guitar players on the origins of flamenco and its techniques. He has also written Flamenco, Body and Soul, a history of flamenco for the aficionado published by the Press at California State University.

Serrano's mastery of flamenco not only comes from his many years of discipline and study of the guitar, but also because he grew up in Cordoba, Spain, the birthplace of this rich and dazzling music. At age nine, Serrano was studying under his father, a professional guitarist, and learning the traditions of flamenco which is a fusion of Jewish, Moorish, Christian and Gypsy musical elements between the 8th and 15th centuries in Andalucia. Juan made his professional debut at age 13 and as a teenage earned a reputation all over Spain and Europe as a gifted musician. He performed and recorded with the top flamenco musical, dance, and theatrical companies. At this time Serrano also started his solo career. His home town of Cordoba was so proud of his accomplishments that they replaced the bell in the town clock with recordings of his guitar playing.