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The group comprises rappers Watkin Tudor "Ninja" Jones and Anri "Yolandi Visser" du Toit, a male/female duo, and producers HITEK5000 and Lil2Hood. Their image revolves around the South African counterculture movement known as zef and has incorporated work by other artists associated with the movement, such as photographer Roger Ballen.
Die Antwoord's male vocalist, Watkin Tudor "Ninja" Jones, was part of the South African hip-hop scene for many years, fronting acts such as The Original Evergreen, MaxNormal.TV and The Constructus Corporation. Their debut album $O$ relates to their earlier work, specifically Good Morning South Africa. In the album, multiple tracks are sampled from, or are exact copies of songs on Good Morning South Africa, such as the "Rap Rave Megamix" (where the first glimpses of Jones's Ninja character was seen) were later reformed into the "Zef Side" video, featuring a few verses from "Beat Boy". Ninja told Rolling Stone, "Everything I did before Die Antwoord was me experimenting, messing around and trying to find Die Antwoord . . . everything before it was disposable. It was all throwaway."
Die Antwoord observed that journalists and critics, particularly in the United States, frequently ask if their creative output is a joke or a hoax. When asked if he was playing a character, Ninja said, "Ninja is, how can I say, like Superman is to Clark Kent. The only difference is I don't take off this fokken Superman suit." They have described their work as "documentary fiction" and "exaggerated experience" designed for shock value. Ninja told Spin:
People are unconscious, and you have to use your art as a shock machine to wake them up. Some people are too far gone. They'll just keep asking, "Is it real? Is it real?" That's dwanky. That's a word we have in South Africa, "dwanky." It's like lame. "Is it real?" You have to be futuristic and carry on. You gotta be a good guide to help people get away from dull experience.
Die Antwoord is known for their cult following, in particular the unusually prolific creation of fan art by their followers.
