iamamiwhoami is the electronic music and multimedia project of Swedish singer-songwriter Jonna Lee. The project was conceived in collaboration with Lee's long-time producer, Claes Björklund and the video director Robin Kempe-Bergman. Starting in December 2009, music videos have been released in four series from the project's YouTube channel, with complementary digital downloads becoming available through online retailers. Critically well-received, the project's music and visuals contain elements of electronic music sub-genres such as ambient, synthpop, dream pop and trip hop. The videos in particular have spread virally and have garnered much attention, and the project is notable not only for its artistic multimedia output, but also the creators' leveraging of YouTube and viral videos to disseminate their music and music videos. As of 2012, iamamiwhoami has its own label "To whom it may concern.", which operates in conjunction with Cooperative Music and is founded by Jonna Lee.
In a September 2012 interview with Notion Magazine and Gay Times Magazine, Lee defined iamamiwhoami as herself in a "collaboration with amazing people" that she loves, also stating "iamamiwhoami is not something [she] can shake off." Running from an initial set of prelude videos and a series of full length songs under the collective title "bounty," to the release of its first studio album and film kin (2012), the project has maintained a continuous story around Lee's lead role.
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