iamamiwhoami

iamamiwhoami is a Swedish multimedia art and music project created by singer-songwriter Jonna Lee and producer Claes Björklund. The project emerged in 2010 with a series of enigmatic video releases on YouTube, which garnered a cult following due to their unique blend of music, visuals, and storytelling. The project initially focused on themes of nature, identity, and the human experience, often presented through surreal and abstract imagery. The first release, 'y,' introduced the duo's signature style, characterized by ethereal vocals and electronic soundscapes. Over the years, iamamiwhoami has released multiple albums and continues to evolve their artistic vision.

iamamiwhoami draws influences from various genres and artists, including electronic music pioneers like Björk and Aphex Twin, as well as elements of pop, experimental, and avant-garde music. Their work often reflects inspiration from nature and the digital landscape, merging organic and synthetic sounds. The project also takes cues from visual artists and filmmakers, integrating a cinematic approach to their music videos that enhances the emotional and narrative depth of their songs.

The project was launched anonymously, with the identity of its members only revealed over time. Jonna Lee and Claes Björklund have collaborated on all of iamamiwhoami's releases, which are known for their high production values and artistic integrity. The project's name is a play on self-identity and exploration. They have cultivated a dedicated fanbase, leveraging platforms like social media to engage with listeners and expand their artistry beyond conventional music releases.

iamamiwhoami is significant for its innovative approach to music and visual art, often regarded as pioneers of the 'art pop' genre. Their use of multimedia storytelling has inspired other artists to explore the integration of visual elements in music, paving the way for a new era of music video artistry. The project challenges traditional music distribution methods, highlighting the potential of digital platforms for artistic expression and audience engagement.