Are you an iamamiwhoami fan?

Posted: August 19, 2012 in Introducing, Video
Tags: , , , , , , , , ,

Eight days after a Guardian interview belatedly introduced me to the works of iamamiwhoami I still cannot make sense of it all. Thus instead of weaving a non-too-clever story around the facts, I shall merely go forth and present them in list format:

1) iamamiwhoami is a multimedia entity/audiovisual/viral marketing project

2) iamamiwhoami is a Swedish-born concept fronted by Jonna Lee

3) iamamiwhoami debuted on YouTube in December 2009

4) iamamiwhoami videos predominantly feature Lee prancing around in snow-white skimpies, oddly-behaving yeti creatures and an even more baffling range of imagery and symbols

5) iamamiwhoami is addictive

Out of these five nuggets of information, the second was the last to come to light. Not until iamamiwhoami’s twelfth video ‘t‘ was singer-songwriter Lee unmasked from sellotape & black make-up (amongst other things) and crowned as the face of the project. Up to that point fans had been agonisingly drip-fed video releases on a fortnightly basis beginning with the mysteriously encoded first sequence Prelude 699130082.451322-5.4.21.3.1.20.9.15.14.1.12.

Prelude proved something of a phenomenon, arousing wild speculation and amassing as of today, knocking-on 350,000 views. Was Gaga behind the strange 55-second clip that featured human limbs protruding from trees? Or could it be Aguilera, Little Boots even?

Following on its heels was 9.1.13.669321018, appearing to show a tree exuding semen. In total, the first six clips followed a similar theme with their numerically-encrypted titles and each containing an animal symbol ranging from owls to llamas. Very clever teasers.

The next six video titles combined to spell “b-o-u-n-t-y”. Finally, nine videos have been released in the last six months that could signal iamamiwhoami’s evolution into a (slightly) more conventional artist. My favourite however, Clump, is excluded. No prizes for guessing what the subtleties in this video signify.

 

Quit with the history and describe the music itself I hear you cry! Well… in all honestly, it’s insignificant, forgettable, wishy-washy, amniotic electronic waves if you like. One thing that does need to be grasped is that iamamiwhoami music plays second fiddle, the visuals are what makes it all a little special.

Two hours on from when I started writing this article and I’m more confused than ever. So, to avoid the onset of madness, migraine and other maladies I shall leave you to make your own mind up on iamamiwhoami. The debut album kin will be released on 3rd September on Co-operative Music, an independent label – big up! Save your money though, you’re better off watching the YouTube videos. ABsorbing!

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