Author | Michelle King
The story behind audiovisual project iamamiwhoami is an elaborate one. The tale begins in 2009, when the first video 
“Prelude 699130082.451322-5.4.21.3.1.20.9.15.14.1.12” was posted to the iamamiwhoami YouTube channel. Five more were to follow in this first series, all titled in code. The videos were cryptic, stylized, and served as an introduction (though an anonymous one) to the project that would go on to release 24 more videos over the next five years, each as a visual accompaniment to it’s musical partner. Anonymous emails forwarded these first videos to music writers, one of which blogged about them for MTV and subsequently received a mysterious package containing clues related to the content of the videos: a lock of blonde hair, a piece of bark, and a pictogram of six animals, each of which appeared in one of the prelude videos. No return address was listed. Upon further examination, the coded titles were translated to words such as “I am,” “it’s me,” and “welcome home.”
The tease continued in 2010, just two months after the final prelude video was released, as the still unknown hands behind iamamiwhoami released the first in a new series of music videos titled “b”. Hype and speculation heightened as videos continued to leak… “o”… “u-1”… “u-2”… “n”… “t”… “y”. The female protagonist that had been present since the prelude series began to reveal more and more of her visage, and under less distortion. Eventually, she is recognized as Swedish musician and singer/songwriter Jonna Lee, but Lee’s management held fast that they had no knowledge of her involvement. It was August 2011 before her identity was confirmed, at which time she began giving the first interviews on the project and iamamiwhoami played their first live shows.
bounty became their debut album, but was not released in physical format until 2013, after their sophomore effort kin. 2012’s kin was revealed in a similar manner, with a series of videos – one for each song – posted one at a time to YouTube. This unconventional release strategy, Lee explains, is due to the creators wanting to share the productions with their audience on the cusp of their completion, following a story that is immediate and timely and should be available to audiences as such, creating an open line of communication between viewers and listeners. While the music could easily stand on it’s merits alone, combining ethereal electronic soundscapes and Lee’s smooth, powerful, and urgent vocals, the success of iamamiwhoami has been largely due to this approach, as it continues to engage and enthrall viewers with the picturesque and elaborate visuals that complete the story told by the music and lyrics.
Now publicly knows as a collective helmed by Jonna Lee, alongside long time producer Claes Björklund and supported by a team of visual artists, iamamiwhoami releases music under their own label ‘To whom it may concern.’ and videos are credited to their production company WAVE. They have begun gearing up for the release of their third album, BLUE, with the release of three new videos and an album trailer over the course of this year. BLUE is slated for a November 10 release, and is available for preorder in both physical and digital formats via the label’s website.
Michelle King is a music fiend currently residing in Athens, GA. While her business card will tell you she is executive manager and director of publicity at Noisy Ghost PR, you can also find her blogging at She Turns the Tables, racing for Reality Bikes, and going on adventures with her awesome dog.
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