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Iamamiwhoami
iamamiwhoami (/ˌaɪæm.æmaɪˈhuːæmaɪ/ EYE-am-am-eye-HOO-am-eye) is a Swedish electronic music and audiovisual project with ARG elements led by singer-songwriter Jonna Lee in collaboration with producer Claes Björklund. Since 2009, the project has released a series of audiovisual works on their YouTube channel, which has garnered an international following. Visual collaborators include Swedish director Robin Kempe-Bergman (until 2013) and the visual collective Wave, which comprises Lee and cinematographer John Strandh, along with former member Agustín Moreaux.
The project's initial anonymous videos spread virally, leading to a significant cult following. In 2010, Lee founded a record label, To whom it may concern, to manage the project's releases. One video, titled "y", gained over 68 million views by October 2023[citation needed], partly due to its unique position as the first link returned by Google if the word "youtube" is not fully typed into the browser.
iamamiwhoami released their debut physical album, the audiovisual album Kin, in June 2012, while the initial full-length series, Bounty (2010–2011), was released physically in June 2013. A third album, Blue, was released in November 2014. By March 2024, a total of 87 videos have been released on iamamiwhoami's YouTube channel.[citation needed]
The project has also remixed songs for Moby and The Irrepressibles, as well as performing live in concert tours revolving around the releases of Kin, Bounty and Blue.[citation needed] An online performance art "concert" in support of the Bounty series was streamed online in 2010, taking place in a forest. On 29 April 2015, a second online performance art "concert" in support of the Blue series was streamed online; this "concert" was released physically and digitally in September 2015 as Concert in Blue, and includes the first new iamamiwhoami song ("The Deadlock") since 2014.[citation needed]
In March 2017, Lee embarked on solo career as ionnalee, stating that it is continuation of iamamiwhoami, though "the two projects will not exist simultaneously".[citation needed]
In March 2022, Lee announced a new audiovisual album from iamamiwhoami, Be Here Soon, which was released on 3 June 2022.
iamamiwhoami is a collaboration between Swedish singer-songwriter Jonna Lee and producer Claes Björklund. In an interview with Playgroundmag.net, Lee explained that iamamiwhoami was conceived as a response to "experiencing convention in its purest form," referencing her earlier solo work. The project's musical and visual style represents a significant shift from the guitar-driven alternative pop of her solo career, though Lee notes that "the change is probably more apparent from an external point of view." Lee began developing iamamiwhoami in 2009 and started creating the music together with Björklund in real time with their releases in 2009–2010. Lee has explained they wanted it to "grow freely and [tear] the formerly [sic] by its roots and start over", envisioning the ability to "physically visualize" their songs. Lee began collaborating with visual directors Robin Kempe-Bergman, Agustín Moreaux, still photographer John Strandh, and most recently, fashion and costume designer Mathieu Mirano, who are credited as part of the visual team of iamamiwhoami, and Lee has defined the collective as being herself in a "collaboration with amazing people" that she loves, also stating "iamamiwhoami is not something [she] can shake off." The process of forming iamamiwhoami began with "a need of change" and the fact that there were songs already in development. Lee has acknowledged they are working with limited means independently through her label To whom it may concern to maintain their creative freedom.
Since the upload of their first video to YouTube, the project's videos and music have been continuous and operate in "real time", and each song is completed just before being made available for viewing. The first upload, "Prelude 699130082.451322" surfaced on YouTube in December 2009 and was the beginning of a since abstract storyline. Lee has said of this process "every time a production starts, it's being released very soon after to keep the conversation with the audience in the present. It's a chronological storyline of an evolution, from the very beginning up to now. I think the Internet is the place where you can do that." Lee states that essentially, "the core of iamamiwhoami is our music, where the lyrics are the script for the story happening and being shared in real time. Then from that, it is expanded with imagery that reflects our development and current state as part of our chronological storyline." Lee has expressed desire to break "the wall" between viewers and listeners.
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Iamamiwhoami
iamamiwhoami (/ˌaɪæm.æmaɪˈhuːæmaɪ/ EYE-am-am-eye-HOO-am-eye) is a Swedish electronic music and audiovisual project with ARG elements led by singer-songwriter Jonna Lee in collaboration with producer Claes Björklund. Since 2009, the project has released a series of audiovisual works on their YouTube channel, which has garnered an international following. Visual collaborators include Swedish director Robin Kempe-Bergman (until 2013) and the visual collective Wave, which comprises Lee and cinematographer John Strandh, along with former member Agustín Moreaux.
The project's initial anonymous videos spread virally, leading to a significant cult following. In 2010, Lee founded a record label, To whom it may concern, to manage the project's releases. One video, titled "y", gained over 68 million views by October 2023[citation needed], partly due to its unique position as the first link returned by Google if the word "youtube" is not fully typed into the browser.
iamamiwhoami released their debut physical album, the audiovisual album Kin, in June 2012, while the initial full-length series, Bounty (2010–2011), was released physically in June 2013. A third album, Blue, was released in November 2014. By March 2024, a total of 87 videos have been released on iamamiwhoami's YouTube channel.[citation needed]
The project has also remixed songs for Moby and The Irrepressibles, as well as performing live in concert tours revolving around the releases of Kin, Bounty and Blue.[citation needed] An online performance art "concert" in support of the Bounty series was streamed online in 2010, taking place in a forest. On 29 April 2015, a second online performance art "concert" in support of the Blue series was streamed online; this "concert" was released physically and digitally in September 2015 as Concert in Blue, and includes the first new iamamiwhoami song ("The Deadlock") since 2014.[citation needed]
In March 2017, Lee embarked on solo career as ionnalee, stating that it is continuation of iamamiwhoami, though "the two projects will not exist simultaneously".[citation needed]
In March 2022, Lee announced a new audiovisual album from iamamiwhoami, Be Here Soon, which was released on 3 June 2022.
iamamiwhoami is a collaboration between Swedish singer-songwriter Jonna Lee and producer Claes Björklund. In an interview with Playgroundmag.net, Lee explained that iamamiwhoami was conceived as a response to "experiencing convention in its purest form," referencing her earlier solo work. The project's musical and visual style represents a significant shift from the guitar-driven alternative pop of her solo career, though Lee notes that "the change is probably more apparent from an external point of view." Lee began developing iamamiwhoami in 2009 and started creating the music together with Björklund in real time with their releases in 2009–2010. Lee has explained they wanted it to "grow freely and [tear] the formerly [sic] by its roots and start over", envisioning the ability to "physically visualize" their songs. Lee began collaborating with visual directors Robin Kempe-Bergman, Agustín Moreaux, still photographer John Strandh, and most recently, fashion and costume designer Mathieu Mirano, who are credited as part of the visual team of iamamiwhoami, and Lee has defined the collective as being herself in a "collaboration with amazing people" that she loves, also stating "iamamiwhoami is not something [she] can shake off." The process of forming iamamiwhoami began with "a need of change" and the fact that there were songs already in development. Lee has acknowledged they are working with limited means independently through her label To whom it may concern to maintain their creative freedom.
Since the upload of their first video to YouTube, the project's videos and music have been continuous and operate in "real time", and each song is completed just before being made available for viewing. The first upload, "Prelude 699130082.451322" surfaced on YouTube in December 2009 and was the beginning of a since abstract storyline. Lee has said of this process "every time a production starts, it's being released very soon after to keep the conversation with the audience in the present. It's a chronological storyline of an evolution, from the very beginning up to now. I think the Internet is the place where you can do that." Lee states that essentially, "the core of iamamiwhoami is our music, where the lyrics are the script for the story happening and being shared in real time. Then from that, it is expanded with imagery that reflects our development and current state as part of our chronological storyline." Lee has expressed desire to break "the wall" between viewers and listeners.