|Dre Beats new campaign was never going to catch on|
If you're unable to recognise these two, you're clearly not hipster enough but that's cool, because no one likes hipsters. Don't dismiss them just yet....
Die Antwoord (Afrikaans for 'The Answer') are a South African art project(?) revelling in chav culture, rapping in several languages over high tempo beats and are more of an enigma than any shred of originality out there in today's bland musical landscape.
The collective comprises of two members - Yo-Landi Vi$$er and Ninja (real name: Watkin Tudor Jones - why he didn't keep this, only god will know), and a third mythical member - DJ Hi-Tek (whose current whereabouts is unknown).
Add to this: a mixture of grafitti artists, casual rappers, actors and a shed load of unfashionable subversive tropes to the mix, and you'll be half-way to understanding what makes Die Antwoord so appealing.
Debuting back in 2010 with their track 'Enter The Ninja' - a mixture of unconventional rapping, peppered with foreign expletives - the song received all of about a week's worth of airplay on BBC Radio1's playlist before being swiftly moved off.
No surprise there, then.
However, the rest of the country wasn't so naive, and the song debuted at 37 on the Top 40 and the album was quickly pushed through after being snapped up by major label, Interscope.
Two albums in, and the duo are making music on their terms - informing Interscope to stick it when they pushed too hard on a release. Due to be released shortly off their album 'Ten$ion', comes the most exciting music video that will never be seen on those tedious music channels - let alone being nominated for a music video award.
Being self-aware of exactly who they are - having fun and throwing a finger up at what everyone else is doing - here's the great Baby's On Fire (NSFW):