iamamiwhoami is the electronic music and multimedia project and pseudonym of Swedish singer-songwriter Jonna Lee. The project was conceived together with Lee’s long-time producer, Claes Björklund. 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.
