Saška Janković - #ONOKAD

What this video is

Released in 2013 following Saška Janković's national exposure on the Serbian talent show Prvi glas Srbije (2012), '#ONOKAD' (stylised from 'Ono kad' — Serbian for 'That time when') represents the commercial pop moment of post-talent-show breakout singles in the Western Balkans. The song was composed by Vladimir Graić, composer of 'Molitva', Serbia's Eurovision-winning entry, lending it immediate cultural…

Why it matters

Occupies a key position in the trajectory of Serbian mainstream pop — bridging the talent-show pop pipeline with socially networked single releases and Eurovision-adjacent songwriting pedigree. The song's use of a hashtag in its title is an early Serbian pop example of social-media-integrated…

The director

Marko Arsić is a Serbian photographer, video director, and director of photography active in Belgrade's commercial music video industry. He graduated with a bachelor's degree in architecture from the University of Belgrade and developed a practice spanning…