While established and popular artists fail to capture the imaginations and passions of listeners through media, the indie masses seem to flock to digital media to gain followers. Instead, these pop powerhouses produce video after video with a linear and trite plot-line, often merely play-acting the lyrics of their songs in overwrought and tasteless ways.īut here comes the interesting part. Unfortunately, this obligation does not inspire creativity. A relic of the days of MTV, many established artists view music videos as a necessary part of producing music. With notable exceptions like Michael Jackson and, more recently, Katy Perry and Beyonc é, it seems like for most mainstream artists, music videos are an unimportant and tedious part of music production. However, bizarre as it seems, music videos have somehow become irrelevant.
In keeping with this trend, music videos should be playing a huge part in the way that we interact with and absorb music. Through YouTube videos, Instagram posts, Twitter updates and even Tumblr interactions (see Taylor Swift’s foray into that insular world), artists, companies and celebrities are able to communicate with the public instantaneously. The rap crew, which formed at a rave at Ninja’s parents house, has become an international web sensation thanks to their provocative music videos and over-the-top kitsch style.In this day and age, pop culture is distributed to the masses through an overwhelming digital network. Highlights of the video, directed by NINJA and Terence Neale, include pastel/neon art direction, smiley-face cut off shorts, and the crew ghost-riding a BMW as Yo-Landi dances and raps in her undies.įans had been treated to teaser promo shots over the last month on Die Antwoord’s Facebook page in support of their current album TEN$ION, released on Zef Recordz.
“ Baby’s On Fire” depicts the duo as brother and sister Ninja shows his protective side as he goes after Yo-Landi’s suitors but in true zef style Yo-Landi knocks Ninja’s teeth out and goes in for the kiss with her motorcycle-riding prince. Die Antwoord’s latest music video has hit the web and the South African rap-rave crew comprised of Ninja and Yo-Landi Vi$$er take us on a fictionalized peek into family dynamics in Guateng, South Africa.
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