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Viral video campaigns are about as common as spam nowadays, but every once in a while, one of these 21st century marketing wonders gets the attention of the music scene. Such is the case with the elusive Swedish YouTube phenomenon known as “iamamiwhoami,” who first started uploading cryptic music videos (and e-mailing websites about them) in December 2009.
None of the individuals who appear in the videos identify themselves. However, the female star of the “iamamiwhoami” videos is in fact Swedish singer-songwriter Jonna Lee, as evident from a music video titled “t”. Lee has not commented on the involvement of the project herself, neither has her record label. It is also likely that Claes Björklund is involved in the project, as he was responsible (along with Lee) for the registration of several of the band’s songs with the International Standard Musical Work Code.
The iamamiwhoami project has spawned a set of music videos and their corresponding tracks which spelled out the word “bounty.” The set of videos alone has over 4 million views on their YouTube channel.
In Novemeber 2010, there was a stream of an iamamiwhoami live concert recorded in the woods of Sweden. It has since been removed from the website, but can be viewed in full on YouTube.
iamamiwhoami also won a Swedish Grammy for “Innovator of the Year” in 2011, making it their first award. They were also nominated for an O Music Award in the Innovative Artist category.
On 14 May 2011, they uploaded a new video named “; john”, being their first video in 6 months, then followed by a video titled “clump.”
It was revealed on June 1st that they will be performing at the Way Out West Festival in Sweden, and were signed to D.E.F. Management, whose other artists include Moby, Kleerup, Robyn and Fever Ray.
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