It was 2001. Yours truly was on the backseat of a tour bus in Brussels, seated next to one Watkin Tudor Jones – better know as ‘Waddy’ – who was inspecting a paper cut-out of his head made minutes earlier by a street artist. Waddy was the frontman of South African band Max Normal, about to perform at the Pukkelpop music festival in Belgium. Eight years and almost as many bands later, he would be reborn as NINJA, the tattooed troublemaker who leads Die Antwoord, a band born online, now conquering the globe.

The story of how Die Antwoord took zef culture from Cape Town to the world via a series of crazy online videos and freely sharing its music is fascinating to anyone even remotely interested in 21st-century marketing.