Nowadays music makes a significant influence over the values and behaviors of young people, serving as an impactful method for cultural expression and ideological dissemination. In the Balkans, turbo folk music, a genre known for its vibrant rhythms and provocative lyrics, has gained immense popularity among teenagers. Turbo-folk emerged in the late 1980s and became popular through artists like Lepa Brena and Ceca Ražnatović. Their music blended traditional Balkan folk with contemporary pop, gaining popularity. This rise coincided with Slobodan Milošević’s regime, which used turbo-folk for propaganda and control. Despite the controversies, Lepa Brena and Ceca remained hugely popular, embodying the complex interplay between culture, politics, and crime in that era.
Turbo-folk music acts as a cultural pillar for many young individuals in the Balkans, offering them a strong sense of pride and connection to their cultural heritage. By infusing traditional Balkan melodies and themes into its music, it resonates deeply with the youth, providing them with a way to reconnect with their roots and cultural identity. This connection is often felt on a personal level, as the familiar sounds and rhythms evoke feelings of nostalgia and belonging. As a result, turbo-folk becomes more than just a genre of music; it becomes a source of cultural pride and solidarity for young people in the region.
However, this genre has also attracted criticism for promoting an immoral lifestyle, glorifying drug consumption, and fostering a consumerist mindset. People argue that turbo folk music, with its emphasis on material wealth, hedonism, and superficial success, distorts the moral and ethical frameworks of its young listeners. Additionally, critics contend that turbo folk is closely linked to the era of Slobodan Milošević, suggesting that it was propagated as part of his regime’s cultural agenda to manipulate and control the masses. So, is turbo folk directly correlated with consumeristic and uncivilized behavior among youth?
In recent years, turbo-folk has taken a darker turn, becoming much worse than it was during its early days with Lepa Brena and Ceca. The influence of social media and platforms like YouTube has amplified these negative aspects, reaching a younger and more impressionable audience. This shift has raised concerns about the impact on youth, as turbo-folk now promotes a much more toxic and destructive set of values.
The best example is a notorious Balkan musician “Desingerica”, a contemporary Serbian turbo-folk singer controversial for his alleged deliberate promotion of primitivism, even reaching parliamentary debates in the Bosnian Serb Republic, after he was banned from performing in Banja Luka. He claims to be the author of the concept of new genre turbo-folk drill, also known as “seljački drill”, sparking heated reactions in the music and cultural community. His hardcore behavior and performances have further intensified the controversies. For example he is often using a chainsaw as an accessory on his concerts as part of his act. Also, he is notorious for hitting people in the audience on the head with his shoe during performances, and saying that he is “baptizing” them with that move. His catchphrases have become synonymous with his provocative style. For example, during the interview, he behaved in a primitive manner. When the female host asked him his age, due to his behavior, he provocatively responded with “četri ipo” (four and a half). In the same interview, he told the host, “nikad nećeš biti gas,” implying that she would never be cool. These phrases have now become popular slang among the youth. In addition to these examples, there are many other phrases of his that young people use daily to provoke others.
His audience is primarily very young, consisting mostly of elementary and high school students. This musician is currently the most popular and influential figure among the youth, significantly impacting their behavior and attitudes. It is alarming to witness children, who have not even reached their teenage years, singing his songs and mimicking his behavior. His influence extends deeply into promoting vulgar behavior among young people. Desingerica’s concerts are always sold out and the public is always cherishing and praising him.
Another example, Crni Cerak, a group also blending turbo-folk and drill music, has become very popular since 2021, notably impacting youth behavior and societal values. The lyrics frequently romanticize criminal lifestyles, portraying them as desirable and aspirational, thereby normalizing illicit activities among easy influenced audiences. Moreover, the focus is on buying expensive items, like designer clothes and luxury goods, promoting a culture of materialism and consumerism among young audience.
“Louis Vuitton tašne,
Gucci šale, nema šale
Nemam vremena da trošim na budale,
brojim pare”
-Crni Cerak “Fortnite”
“Louis Vuitton bags,
Gucci scarves, no jokes
I don’t have time to waste on fools,
I’m counting money”
This consumerist narrative perpetuated by Crni Cerak’s music instills a belief that one’s worth is measured by possessions rather than personal character or achievements. Consequently, youth are influenced to prioritize material wealth over moral integrity, potentially leading to misguided priorities and values in their formative years.
In September 2021, a notable trend emerged where students began recording themselves entering classrooms while blasting Crni Cerak’s songs in the background. As they made their entrance, they would energetically toss their backpacks aside and sometimes even overturn desks, all while embracing the rebellious and bold attitude associated with Crni Cerak’s music. These videos were often shared on TikTok, with caption “How guys that are listening to Crni Cerak are entering the classroom”.
For the performers, their primary focus is on profit, rendering them indifferent to the messages they convey to young people and the harmful impact they have on society. As their popularity escalates, so do their financial gains, evidenced by their consistently sold-out concerts and the substantial view counts on platforms such as YouTube.
Certainly, it can be argued that other music genres also explicitly or implicitly promote various problematic behaviors and questionable values. For instance, many rock legends who continue to influence young people today, such as Jimi Hendrix or the band EKV, also used opiates and even prematurely lost their lives due to drug use. However, unlike contemporary performers, they do not propagate such moral values.
Turbo folk’s relentless promotion of luxury brands and glamorous lifestyles preserves a cycle of materialism among impressionable youth. These constant messages pushed the idea that happiness and success are synonymous with material possessions, intensifying the pressure on young individuals to prioritize wealth over personal fulfillment. As turbo folk seeps into the cultural fabric, it not only entertains but also profoundly influences the values and aspirations of a generation, often leading to increased feelings of inadequacy and dissatisfaction among its listeners. An unfortunate outcome of such value (or, rather, the lack of thereof) results in children experiencing social exclusion or ridicule, contributing to a cycle of insecurity and anxiety perpetuated by turbo folk’s promotion of materialism.