And, as with any successful viral campaign, this phenomenon exploded online in just a few days. Yesterday, South African news site The Daily Maverick wrote:
You can’t blame the real world for not keeping up with what was going down online. On Monday Die Antwoord was an interesting experiment being watched closely by a small fan base and a smaller group of music journalists and other cultural observers. By Friday it was polarising opinions from New York to Moscow, with both expressions of disgust and offers of gigs all over the world flooding in. The numbers were astonishing.
But are Die Antwoord providing a musical commentary of where South African youth culture is at the moment... or are they a marketing stunt, as Three Billion suggests? Possibly being funded by Puma and/or Jaegermeister, according to the logos on their site.
Die Antwoord has an album due in February, and there is an endorsement deal with Puma in place according to Daily Maverick. There are also ringtones, wallpapers, posters, and thousands of hits on their highly produced videos (plus enough traffic hitting their very shmick website to crash it). But which came first... did Puma help put this group together, paying for their website and videos? Or is this an act with a highly original creative vision, and a enough commercial acumen that they were able to get a major brand on-board before their first album was released?
Nevertheless, the videos are well worth checking out.
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