Ljuba Alicic is a Serbian folk singer from Sabac who became one of the best known voices of the genre in the former Yugoslavia during the 1970s and 1980s. His songs have remained part of weddings, celebrations and television performances across the Balkans for decades, passed between generations who know the choruses by heart. Short excerpts of his singing now circulate online as soundboard clips and meme audio, shared by younger creators who use a familiar folk voice to add nostalgia, humour or sudden emotion to short videos.