Excited to announce I’m now a contributing editor at You, Me & Charlie, a website that’s all about discovering new artists, musicians, and creatives. Check out my first article here (currently on the front page!): http://www.youmeandcharlie.com/listen/artist-to-watch-iamamiwhoami, on the crazycool Swedish multimedia project iamamiwhoami. I’m also going to paste in the article here, because I want to.
A beguiling mix of electronic music, performance art, and savvy viral marketing, iamamiwhoami is the multimedia project you’re about to fall in love with (if you can learn how to say it). The brainchild of Swedish artist Jonna Lee and her longtime producer Claes Björklund, iamamiwhoami has been very busy since their first YouTube upload in 2009: at least two albums, 20+ music videos released in “real time,” sneaky marketing tactics (like keeping Lee’s identity shrouded in secrecy and sending MTV a package with lock of blond hair, a piece of bark, and a pictogram of the six animals featured in their first six videos with the question “Says what?”) awards, tours, and even their own record label–To Whom It May Concern.
The sound is ambient, a dance-y blend of synth and trip hop. The true entertainment value is iamamiwhoami’s live performance. I saw their U.S. debut at September’s Symbiosis Festival. Lee wore a giant coat covered in fur and danced in front of a white screen, the lights playing at her silhouette, her white-blonde hair like flying around like a sorceress. Her dance moves were borderline dorky, her energy captivating.
At its core, iamamiwhoami is what can happen when creative minds embrace the publicity potential of the internet, like the live concert they streamed for three hours from a forest on their site towhomitmayconcern.cc. Check out these cross-genre Swedes and watch their video for “play” below. You’ll be glad you did.