BIO

I am prone to daydreaming and escaping reality.

My interest in creating videos started out of the need to change

What I see, hear and experience

Ljubba is a Serbian music video director, screenwriter, editor & music producer, currently based in Belgrade, Serbia. Ljubba was discovered on the Vimeo page by talent scouts of Atlantic Records in 2010. While still attending high school, Ljubba began working for Atlantic Records, Def Jam Recordings, and RCA as a motion graphics designer creating lyric videos. He has done videos for highly acclaimed artists such as B.o.B, Iggy Azalea, Flo Rida, 2 Chainz, Hilary Duff, Jason Derulo, Trey Songz, Alessia Cara, Francesco Yates and more.




Ljubba has received massive recognition directing and editing music videos since 2010 for famous Serbian and regional artists such as Severina, Milan Stankovic, Senidah, Svetlana Ceca Raznatovic, Ana Nikolic, Coby, Maya Berovic, Jala Brat, Buba Corelli, Natasa Bekvalac, Nikolija, Emina Jahovic. Zoi, Elena Kitić, Anastasija Raznatovic, Angellina, Senidah, Milica Todorovic, Katarina Grujic, Miligram, Marina Visković and many more.




He is most recognizable for his light and dreamy but also dark aesthetics. Realism or surrealism, his work is either way highly controlled and stylized. Talking about his work, he said,


"Each of my videos offers a unique world and an escape from reality for three-four minutes."
"With my videos, I penetrate different worlds through the topics I cover. They are often, in a way, conversations with myself, so in that sense, each is a bit autobiographical."




Ljubba was awarded "Music video of the Year" by public votes on the Music Awards Ceremony two years in a row. In 2018 for "Limunada" by Emina Jahovic and Milica Todorovic, and 2019 for "Dodji Mami" by Natasa Bekvalac.




In an interview for Nova S in November 2020, he was asked to describe his work. Ljubba stated: "I am prone to daydreaming and escaping reality. My interest in creating videos started with the wish to change what I see, hear and experience. In addition, I'm a big fan of film and music. Videos are halfway there. Fairytale and dreamy or dark, realism or surrealism, what I work on must be stylized and controlled. It's a cult of personality we're dealing with." He described his work as "escapism" and concluded the interview with, "Music videos are the most suitable terrain for visual expression and creating a world for yourself, so it is a pity not to use this magic."




Ljubba has also produced numerous music records like "Nirvana", "Kompromis", "Đavoli", "Bez Tebe", album "Minut", and many more, which marks him both the producer of the songs and the director of music videos.









Ljubba is a Serbian music video director, screenwriter, editor & music producer, currently based in Belgrade, Serbia. Ljubba was discovered on the Vimeo page by talent scouts of Atlantic Records in 2010. While still attending high school, Ljubba began working for Atlantic Records, Def Jam Recordings, and RCA as a motion graphics designer creating lyric videos. He has done videos for highly acclaimed artists such as B.o.B, Iggy Azalea, Flo Rida, 2 Chainz, Hilary Duff, Jason Derulo, Trey Songz, Alessia Cara, Francesco Yates and more.




Ljubba has received massive recognition directing and editing music videos since 2010 for famous Serbian and regional artists such as Severina, Milan Stankovic, Senidah, Svetlana Ceca Raznatovic, Ana Nikolic, Coby, Maya Berovic, Jala Brat, Buba Corelli, Natasa Bekvalac, Nikolija, Emina Jahovic. Zoi, Elena Kitić, Anastasija Raznatovic, Angellina, Senidah, Milica Todorovic, Katarina Grujic, Miligram, Marina Visković and many more.




He is most recognizable for his light and dreamy but also dark aesthetics. Realism or surrealism, his work is either way highly controlled and stylized. Talking about his work, he said,


"Each of my videos offers a unique world and an escape from reality for three-four minutes."
"With my videos, I penetrate different worlds through the topics I cover. They are often, in a way, conversations with myself, so in that sense, each is a bit autobiographical."




Ljubba was awarded "Music video of the Year" by public votes on the Music Awards Ceremony two years in a row. In 2018 for "Limunada" by Emina Jahovic and Milica Todorovic, and 2019 for "Dodji Mami" by Natasa Bekvalac.




In an interview for Nova S in November 2020, he was asked to describe his work. Ljubba stated: "I am prone to daydreaming and escaping reality. My interest in creating videos started with the wish to change what I see, hear and experience. In addition, I'm a big fan of film and music. Videos are halfway there. Fairytale and dreamy or dark, realism or surrealism, what I work on must be stylized and controlled. It's a cult of personality we're dealing with." He described his work as "escapism" and concluded the interview with, "Music videos are the most suitable terrain for visual expression and creating a world for yourself, so it is a pity not to use this magic."




Ljubba has also produced numerous music records like "Nirvana", "Kompromis", "Đavoli", "Bez Tebe", album "Minut", and many more, which marks him both the producer of the songs and the director of music videos.