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 video is dedicated to tattoo artist Trigz, a longtime collaborator who was fatally shot this past October.In this day and age, pop culture is distributed to the masses through an overwhelming digital network. Check out Die Antwoord’s bloody, generally insane, blunt-saturated excuse for a ’love’ ballad below. It’s definitely worth a watch (in addition to " Fatty Boom Boom," " Fok Julle Naaiers," " Enter The Ninja," and " I Fink U Freeky"). But, for the most part, the vid remains in-line with the group’s dark, self referentially ugly aesthetic. I think this is partly thanks to Delevingne who completely lightens the mood with her Delevingne-y self (not sure she can help it). If you can believe it, the video’s actually less bloody than some of Die Antwoord’s other work (like " Pitbull"). Plus, Sixteen (Die Antwoord’s daughter) and Sunny Bebop (Flea’s daughter) both show up around the 2:26 mark.
It’s also a catalogue of Die Antwoord’s celebrity friends Marilyn Manson, Aphex Twin, a creepy clown, Cara Delevingne, Flea, ATL Twins, Jack Black (!!!) covered in fake scars, and a topless Dita Von Teese all make appearances.
Directed by lead vocalist Ninja and produced by their tiny-slightly terrifying-front woman Yo-Landi Vi$$er, the NSFW video is essentially about what it’s like to fall love with crazy. The South African electro-rap-group Die Antwoord dropped their new video "Ugly Boy" today, and it’s the most twisted take on romance we’ve ever seen.
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