塞尔维亚市场概况

This report is created as one of the deliverables of the project “Developing EuropeanMusic Export Capacity”. The project is co-funded by the European Commission.Authors:Zorica Tepić (Serbia Creates), Iva MišovićLanguage and content editor:Virgo Sillamaa, Alice KattagoEditorial support & designer:Jess PartridgeResearch project coordinators:Virgo Sillamaa and Alice KattagoThe report was created between September 2024 and June 2025.The authors and the entire EMEE team express gratitude to all the professionals whowere willing to grant their time and expertise, including National platform Serbia Creates team, NikolaJovanović (Universal Music Serbia), EXIT Festival team, Pavle Pavičić (SOKOJ), Alek Bošković (BelieveDigital - Serbia), Marketing Agency Pioniri Communications and Smart Plus Research and everyoneelse who in any way helped verify information and map the local scene. 1 Contents1. General Context1.1. Society, economy and communication1.2. Geography and Getting Around1.3. Artist status, copyright, tax and Legal1.4. Music Policy2. Music Consumption2.1. Music Discovery and Engagement2.2. Participation in Live Events2.3. Listening to Recorded Music3. Music Ecosystem3.1. Music Economy3.2. Industry Events and Conferences3.3. Industry Trade and Development Associations, Unions3.4. Collective Management Organisations3.5. Other Music Organisations4. Live Music Sector4.1. Live Music Industry in Figures4.2. Music Festivals4.3. Music Venues and Clubs4.4. Promoters and Booking Agents4.5. Organising a Tour or Gig5. Recorded Music Sector5.1. Recorded Music Industry in Figures5.2. Main Actors in the Recorded Music Industry5.3. Digital Distribution and Physical Distribution5.5. Releasing and Distributing Your Music6. Music Publishing & Synch Sector7. Media and PR7.1. Social Media7.2. Written Media – Print and Online7.3. Radio7.4. Television7.5. Developing a Marketing and PR Strategy8. Music opportunities in the Serbian MarketReferences 334581010111112121213141517171719242527272730313336363839404243462 1. General Context1.1. Society, economy and communication1.1.1. SocietySerbia is situated in South East Europe in the Balkan region. It borders Hungary to the North; Romaniaand Bulgaria to the East; North Macedonia to the South; and Montenegro, Bosnia and Croatia to theWest. Serbia has a population of around 6,6 mln according to the Government Statistics Officer,although other sources, like the World Population Review put that number at 8,7 mln. The mostpopulous cities include the capital, Belgrade, as well as cities like Novi Sad, Niś and Kragujevac.CITYPOPULATIONBelgradeNovi SadNišKragujevacTable 1: Population of major cities in Serbia Based on the latest available data from 2024. Sources:Statistical office of therepublic of SerbiaThe official language in Serbia is Serbian, though several other languages are also commonly spoken,including Croatian, Macedonian, Bosnian, Romani, and Slovenian. English is widely recommended forcommunication with local professionals, especially in business and academic settings. The currency isthe Serbian Dinar (RSD), with an exchange rate of approximately 1 RSD to 0.0085 EUR. When it comesto living expenses, the average gross salary is €1162 (net €842)and the estimated monthly costs for asingle personis€642 excluding rent (europa.eu,numbeo).AGEPERCENTAGE OF POPULATION0-14 years15-24 years25-54 years55-64 years65 years and over 1 683 229370 623249 072170 81114.3%11.1%42.6%14.1%17.9%3 1.1.1. EconomyGDP (nominal)GDP per capitaYOY GrowthAverage GrossMonthly WageMinimum WageVAT RateTable 3: The Serbian economyFor more detailed information, you can consult theIMF reportand Serbia's officialstatistical office.1.1.1. Digital & communicationAs of 2024, there were about8,89 mln mobile connections, which amounts to 124,9% of thepopulation. This high number reflects the fact that many people use multiple SIM cards for personalandwork purposes.Serbia has around 6,4 mln internet users, with internet penetration atapproximately 90%. About 85,4% of individuals aged 16-74 use the internet regularly, reflecting asubstantial digital reach across Serbian households(DataReportal, 2024;Stat.gov.rs). There are around5 mln active social media users, making up 70,3% of the population. The most popular platformsinclude Facebook, Instagram, YouTube, and TikTok.These figures indicate a strong digital presence, with social media and mobile internet playingsignificant roles in daily life(BYYD;Datareportal, 2024).1.2. Geography and Getting AroundSerbiaʼs main music hubs are concentrated in its largest cities - Belgrade, Novi Sad, Niš andKragujevac. As the countryʼs capital and largest city,Belgradeis the main centre for music, culturalevents, and festivals. It is home to numerous venues and institutions. The second largest city,NoviSadis known for its vibrant cultural scene, and the famous EXIT Festival, as well as other culturalevents.Nišis a major city in southern Serbia with a growing music scene and several lo