YouTube Star Turns Music Videos into Multimedia Guessing Game
publishing date October, 2012, 2012
interviewer Madhumita Venkataramanan
publisher Wired
article Wired


iamamiwhoami is a slice of synth-pop built on a multimedia guessing game. The project was launched in December 2009 as a YouTube channel where an anonymous artist (now known to be Swedish singer-songwriter Jonna Lee, right, from Linköping) posted short, esoteric music videos. In September this year she finally goes mainstream -- her first official album Kin will play out as a short film with nine connected tracks.

Early iamamiwhoami videos contained a numerical code in their titles ( spells "mandragora jk") and featured Lee, who kept her identity secret until her twelfth video, t, in June 2010. "The name of the project was a reflection of my new identity," says the 30-year-old. "Before iamamiwhoami, I was a very different musician -- my songs were simpler, quieter. And I didn't use words."

Kin is the fourth series Lee and her team have released via their YouTube channel, which has been viewed nearly 17 million times. Lee composed each of the 26 songs on the fly. "I didn't want to explain anything," she says. "I just wanted to create and share my work in real time."

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