It's ironic that Die Antwoord means "The Answer" in Afrikaans, considering the South African rap outfit raises more questions than they answer. Members Ninja, Yo-Landi Vi$$er, and DJ Hi-Tek, performing this Wednesday at a sold-out Metro show, are a bit of an enigma. They received some strong criticism for their newest album, TEN$ION. They've established a reputation for creating frenetic music with fast-paced beats, explicit lyricism and obscene imagery – so much so that some people wonder if it's all a gimmick. The shock value is there, but none of it makes a lot of sense. So what, exactly, is their deal?
Die Antwoord bills itself as a futuristic rap-rave crew and the members credit their image and sound to "Zef" influence — a flashy-trashy subculture style from South Africa's ghettos. They got a lot of attention in 2009 when their music video for “Enter the Ninja” went viral, overpowering the host website at the time and launching an international fan base. In 2010, they signed to Interscope (the same label as Lady Gaga, Eminem and The Black Eyed Peas), and later that year they performed at Coachella and won a Myspace award.
Despite their industry success, however, no one seems to be sure about their purpose. Their songs are experimental and original, and they talk a big game about promoting different cultures, but Ninja’s angry raps and Yo-Landi’s bizarre vocals don’t cohesively express much of anything. There’s a disconnect beyond the language gap that has listeners questioning what it is they have to say. How can a group be satirical when no one has any idea of what they’re satirizing?
Some suggest that we’re just being trolled, and that isn’t hard to believe. With their exaggerated videos, perpetual sneers and penchant for the obscene, Die Antwoord seems like they’re deliberately trying to make you uncomfortable. A lot of it is physical: cofrontmen Ninja and Yo-Landi both are wiry, pale, almost sick-looking, and they perform with something that is still too unknown to call swagger. He wears shirts just about never and is constantly throwing his junk around, while she has too-short bangs, bleached eyebrows and is so tiny that any attempt to be sexy just comes off as immature. For a group that claims to challenge the system, there isn't much lyrical evidence to prove it. Even watching their music videos gives you the distinct impression that you’re being messed with: rift with albino rats, grotesque features and constant gyrating, they seemingly serve no purpose other than testing your gag reflex.
At the same time, their dream musical collaboration is Celine Dion. How can anyone that ridiculous be for real?
In spite of their antics, it looks as if Die Antwoord take themselves and whatever they represent pretty seriously. They shot a short film with acclaimed director Harmony Korine. As comical as their monstrous blunt-smoking is, it features moments between Ninja and Yo-Landi that are almost touching. The "Enter the Ninja" video features fellow DJ Leon Brotha and makes no effort to conceal or mock his progeria. They left Interscope (due to “creative differences,” as is the typical vague excuse) and formed their own independent label, Zef Recordz, presumably in an effort to stay connected to their roots. Their latest music video even depicts Ninja smashing a pair of Beats by Dr. Dre headphones – the same brand Diplo wears in “Evil Boy” – which could be a statement against the industry.
Still, as loud as their message might be, it isn't very clear. It could be political. It could be cultural. It could possibly be bull. But while they may come across as a joke, their efforts seem sincere: They've given previously little-known Zef an international audience. For better or worse, they didn't let a major label change their style. And even if they haven't got a clue about what they're doing, they definitely have our attention.