The day BoingBoing’s Xeni Jardin published an article about “Die Antwoord ” was the day that changed it all:
A strange, trash hip-hopish band from South Africa that has been pulled out from the depths of obscurity straight into the limelight of the web.
The impact was overwhelming, and internet fame hit faster than the speed of light.
The jackpot is ringing on all fronts:
The band has been invited to Hollywood, signed a record deal with Interscope and will get a premium music video directed by Neill Blomkamp , helmer of the recent smash hit District 9.
All of this is creamed with thousands of new fans AROUND the globe that are busy building fan clubs and joining “Die Antwoord”s Facebook fan page.
Booom, just like that.
And that’s really the beauty of the web – one day you’re obscure and underground – and on the next you’re in internet heaven.
But let’s make no mistake here: members of Band have been making music for almost a decade – the world just didn’t know about it.
And even though they’re working in the music biz, the rules they used to build their internet presence are the same we can use to brand ourselves.
That’s why I proudly present you the unofficial lessons from “Die Antwoord”s online marketing style. Get inspired and use their ideas to build your own unique web presence.
- Do something outrageous. Making music isn’t new. Presenting it your way and adding a remarkable edge to it can be. Find your own style and present your service, product and/or blog in a way that no one else does.
- Stay true to your origins. The members of “Die Antwoord” are South African, and they show it. You see it in their videos, you hear in their interviews and lyrics. Afrikaans. White suburbs. Broke, crazy and raw. There’s no room for pretending and denying. You get what you see. Authenticity + Creativity = major impact.
- Be remarkable. You may not like them, but you haven’t seen anything like them either. Right this very moment, I couldn’t even name one band that’s even slightly similar to them, and that’s brilliant marketing at its best. No comparison = no competition.
- Create a great overall package. Unique personalities, offbeat music and lyrics, an interactive website to die for and stylish low budget videos that make you smile – “Die Antwoord” is a brand that’s ruling every part of the web media.
- Tell your story. Broke but passionate musicians living in the suburbs, breathing their music and earning lots of derision – It’s a true, authentic story that people can emotionally relate to. What’s your story ?
The day I read about them was also the day I changed. I’m so in love with their style; it has inspired me a lot. I’m going to implement some of their “strategies” and assimilate them into my own style of branding, because it deserves to be used. Hopefully, it will inspire you to fine tune your brand as well. The world needs more colorful and creative brands !
Tell me your opinion. What DO YOU think of them and their style of branding,
and please retweet and Facebook-share this post.
knows die Antwoord
Mars Dorian
