So if you haven’t heard about iamamiwhoami, then you’re missing out on the best music marketing/viral campaign of the year.
To get you up to speed, a “mystery” blonde woman began 8 months ago to post disturbingly Kubrick-like videos on YouTube which seriously upstaged anything Lady Gaga has laid claim to over the last year. Is performance art the new black?
We’re talking writhing birthing symbolism, the protagonist licking trees in the forest, a full plastic bodysuit, morphed videography and what I can only describe as ejaculatory metaphors. With this kind of slick production, serious storyboarding and a project going on 8 months with still no reveal, it’s fair to say there is probably a major behind the project, a big budget and an experienced and innovative pr/marketing team.
So far it seems fairly obvious that Jonna Lee is involved at some level, but with all those birthing metaphores I would be disappointed if it didn’t eventuate that a new band was involved. Birth = New artist? That’s where my money is.
However, I’m starting to wonder whether iamamiwhoami has missed the boat. 8 months is a long time to stage a reveal campaign that is rapidly losing the interest it gained in the first place. How long can you keep people guessing without a new carrot?
Already, I smell mutiny on the YouTube channel’s commenting forum:
“I mean, it’s okay, it’s interesting, but after ten months it’s just a little bit annoying. We want an album, and there’s 100% an album waiting to be released. But when? And why are we still waiting?” – TheBizarreMonster
Admittedly, the project has changed tack just in time to hopefully save it from the backlash of bored / annoyed / impatient fans – with a new video that has just what this project has needed all along: A call to action.
But here’s the burning question: Is everyone just too bored to bother now? It’s fair to say that an announce of exactly what this project is / what it is trying to achieve surely won’t create as much of an impact as a couple of months ago when the forums and blogs were running red hot with theories.
Surely no matter what the nature of the project, the desired outcome is to gain maximum exposure for a buy message at a saturation point that seems to have already passed. Will the eventual and inevitable announce fall on deaf ears? It would seem a shame.
Or maybe they have an ace up their sleeve with this latest call to action – and here’s my cynical side coming out – and it’s all going to be revealed in time for the Christmas rush. How’s that for a beautifully timed campaign?
As it has always been with this project from the beginning; only time will tell.
Check out the story from the beginning on iamamiwhoami’s Official YouTube channel.