Die Antwoord

Coming on the heels of their newly released music video for ‘I Fink You Freeky’, South African techno-rap group Die Antwoord are placing their footing in other places. It is not a new concept for musicians to collaborate with fashion designers to create new media experiences for both artistic genres. However the unlikely pairing of zef-side Die Antwoord with Alexander Wang’s new Spring 2012 T fashion line brings to light the question: has fashion lost its edge?

Media consumption has dissolved into a filtration system of small bits and 140 characters. Our ears now are trained in new ways of consuming music: short, quick, and to the point. In the past, the shortest form of visual media in the music industry was the music video but now our ability to retain information does not extend past what flashes on our screen. Already a dying art form, the music video has been dually affected by the Internet’s shortened attention span. We have entered into the age of music video trailers.