Why the Music Industry Can Learn from DIE ANTWOORD
Last week I read about Die Antwoord on the Birthday Party Berlin blog. The first time I watched their video, I was immediately convinced I had witnessed something I needed to share, to spread. Apparently I wasn’t the only one… One week later and the blogosphere is blowing up with posts about Die Antwoord.
In one day, they have doubled their Facebook fans from 5.000 to 10.000 and it seems like they’re still picking up steam, with blogs like Boing Boing, Dlisted and Mad Decent writing about them. Why is that? It is very simple. Die Antwoord is unique. They offer something fresh, in a remarkable way… In the digital age, where we can share all the music we want, being remarkable is THE most important characteristic for a band, group, musician, producer, etc. You have to be worth talking about.
So what did they do? Not much. They created a unique concept (or maybe this is just an extension of their personalities), uploaded their songs to YouTube, do a lot of performing and try to get people to spread the word. That’s probably why they give away music at live shows: “First 100 zeflings thru the door get a free hand-drawn full-length $O$ album (16 tracks) burned by die fokken rap-rave meesters NINJA en YO-LANDI.”
That’s it! Do something remarkable, connect with the fans and give them a reason to buy. Their album is due soon on Magnetron Music and I expect it to sell quite well for a debut, but of course it will be downloaded for free much more often… The “reason to buy” for now is going to be their live performances until they’ve built a considerable fanbase and they can start applying freemium on a bigger scale.
So who else are doing this? In The Netherlands we have an act which is quite similar, which also generated a lot of buzz when they first came to the scene; De Jeugd van Tegenwoordig. They’re actually label mates of Die Antwoord, just like a bunch of other great acts.
Anyway, to conclude this post… I suggest you head over to the website of Die Antwoord and listen to their album. You can stream it in its entirety on there.
ONE TO WATCH!