Here, a lesson in zef aesthetics. For Die Antwoord music is only part of the story; their personas and visual style make them a complete package. There’s some debate as to how real those personas really are. It’s a bigger issue back home in South Africa, where some critics have accused Yo-Landi and Ninja of being middle class poseurs, much like white performers in America often get called out for trying to act like they from the hood. But for us viewing audiences here in the States, a lot of the context gets lost, and we don’t really care if their zef is the most authentic zef, because it’s the only zef we know. You don’t need an in-depth cultural history to enjoy what’s clearly an image that’s heavily dramatized for the stage. Die Antwoord’s visual cues are uniquely theirs, from their love of rats and freeky people to their clever takedowns of American hip hop culture. If you didn’t get it already, the sleek pimpy fellow getting his throat ripped out at the beginning of the video is a doppelganger of the aggressively mediocre and wildly popular Miami rapper Armando Perez aka Pitbull. Die Antwoord have consistently set themselves against what they call “one big inbred fuck-fest” of a music scene, meaning the endlessly generic, overhyped, overproduced products of the mainstream pop machine. Rap music used to be an outsider culture, but it has been cannibalized by the music industry and turned into another bland mass market product ruled by stereotype and cliche. The same has happened to rave culture and electronic music. Die Antwoord are a rap-rave outfit, drawing inspiration from – and satirizing – both cultures. One of the most enjoyable things about their inventive videos is seeing them send up, invert, and overturn the tired tropes of the standard music video.