iamamiwhoami: The best musical viral project ever?

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In December last year, a mysterious video appeared on Youtube from iamamiwhoami that sparked rumours of an exciting new musical project. Featuring foreboding electronica and lots of curious symbolism, the video and its proceeding series of clips, which appeared at irregular intervals over the course of the last 11 months, led wishful pop fans to believe it was the work of an established act. Christina Aguilera, Goldfrapp, Fever Ray, Lady Gaga and Little Boots were mentioned by fans as hopeful guesses as to the creator of the viral videos. As those artists’ own releases came and went, only the name of Jonna Lee, a singer-songwriter from Sweden and a co-operative of unknown multimedia artists remained.

Last Monday night, a promised live concert was streamed for six hours only via the towhomitmayconcern.cc website and intrigued fans got their most ambitious viewing yet of the project. The resulting 63 minute film may just be the most elaborate production from a little-known artist in the last five years.

It went down like this. Leading up to the date of the concert, iamamiwhoami posted short clips following a chosen Youtuber making his way to the concert site at the invitation of the group. He is picked up at his hotel and after a ten minute drive, the performance begins. At first, Jonna Lee sings and plays instruments strapped onto the car. Then, playing the siren, Lee summons our protagonist into a forest where increasingly more elaborate sets and lighting provide the backdrop for the performance of the iamamiwhoami songs. There are synchronised flashing lights, a huge cardboard structure at the base of a gothic tree, freaky costume changes, forest dances, men in balaclavas and white underpants outside their clothes, cardboard box funeral pyres and our protagonist meets a nasty end. (more…)

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The top 15 craziest Christian music videos & other links of the week

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