Serbian President Aleksandar Vučić has launched a new YouTube podcast, “PodkAVst,” presenting himself in a new role as a host and interviewer as Serbia approaches another election cycle.
The podcast, highlighted by Serbian outlet Radar, is part of a series of recent appearances in less traditional media formats that have brought Vučić closer to younger audiences and allowed him to present a side of his personality outside his usual political appearances.
According to the concept announced for the podcast, Vučić will avoid political discussions and instead talk to guests about their lives, achievements, failures, beliefs and experiences, as well as topics including sports, culture, art, religion and history.
The first guest was basketball coach Miroslav “Muta” Nikolić.
During the episode, Nikolić discussed basketball tactics while Vučić listened and asked questions, a contrast to the president’s usual public appearances in which he frequently speaks at length on political, economic and international issues.
From TikTok to podcasting
Radar suggests the podcast is part of a broader effort by Vučić to experiment with digital platforms and communicate with younger audiences.
On January 30, Vučić made his first live appearance on TikTok. During the broadcast, YouTuber Baka Prase contacted him, prompting Vučić to address the possibility that he was beginning a career as a streamer.
Vučić rejected that idea at the time, saying he would rather have more time for reading and for preparing children aged 11 or 12 for their first basketball competitions.
The president enrolled at the College of Sports and Vocational Studies in July 2020, saying at the time that he hoped to work as a basketball coach for younger players after leaving politics.
There is no publicly available information confirming whether Vučić completed the coaching program.
A softer image ahead of elections?
Radar interprets Vučić’s latest activities as potentially serving a political and public-relations purpose, suggesting they may help portray him as an ordinary person with interests outside politics.
The strategy comes against the backdrop of a deeply polarized Serbian political environment, including prolonged tensions between the government and younger, more educated segments of the population who have participated in anti-government protests.
Vučić and government-aligned media have frequently referred to parts of the protesting movement and its supporters as a “false elite,” while the president has increasingly sought direct engagement with younger audiences through social media.
His reach on some platforms, however, remains below that of major opposition or protest-related accounts. According to figures cited by Radar, Vučić’s Instagram account has around 276,000 followers, while the account of “Students in Blockade” has approximately 878,000.
The podcast therefore represents more than a change in format. It is also another attempt by Serbia’s dominant political figure to reach audiences beyond traditional television appearances and present himself in a less formal, more personal role.
Whether “PodkAVst” becomes a genuine post-presidential pursuit or another element of Vučić’s political communication strategy remains to be seen.
