Boki 13 Returns to Music and Burns a Birkin in His Video

Bojan Jovanovski, better known as Boki 13, is back in music. He released the single Sve on June 25 at 5 p.m. across all platforms, his first song after a long pause. He shared the announcement on his Instagram, and comments started pouring in before the track was even out.

Boki has hardly been away from the spotlight in recent years. He hosts a podcast, sits on the jury of the show Hajp zvezde and regularly fills gossip columns. But fans had not heard him sing for a while, so the musical comeback was met with curiosity. Singer Mira Skoric was the first to react, which only heated up the post further.

The song itself, however, quickly slipped into the background. The main talking point became the video.

Why did the video spark such an uproar?

In one scene, Boki 13 sets a luxury Birkin bag on fire. It is one of the most famous fashion accessories in the world, a status symbol with waiting lists that stretch for years, and Serbian media put its value at around 30,000 euros. In the clip the bag burns on camera, with no explanation, as part of the staging itself.

Social media lit up within hours. One group of viewers was stunned by the idea of destroying such an expensive item, calling it arrogant and saying the money could have gone somewhere better. Others read the scene as an artistic statement and a move by someone who knows exactly what he is doing, since Boki 13 has built his image on extravagance and provocation for years.

That is precisely the point. Like it or not, the video achieved what it was probably made for, it got people talking. At a time when new songs drop almost daily, a single scene managed to push the track to the center of attention across the region.

For Boki, none of this is new. His public persona has always rested on expensive details, jewelry and shots designed to be remembered. Sve fits that pattern, only this time the luxury, instead of being shown off, went up in flames.

What does the comeback mean for his career?

Boki 13 remains one of those figures the public follows even when it is not sure how to feel about him. The return to music gives him a fresh platform on top of his existing jury seat and the podcast that keeps him present week after week.

The only question is how much people will remember the song, and how much the bag scene. For now, the attention numbers favor the video. If the goal was to get the comeback talked about, that part was done before the song even had a chance to be played through.

It remains to be seen whether Sve will have a life beyond the first wave of noise, or whether it will be remembered for a single shot. Either way, Boki 13 is back on the scene, and in the only way he ever appears, loud and with a scandal already in the headline.

So what do you think, is burning a Birkin bag a clever marketing move or a step too far?