go to content
Community

iamamiwhoami For Dummies

How a viral music video series involving cats, men in underwear and a lady in blackface, redefined music releases in the digital age and almost killed Christina Aguilera's music career in the process.

Posted on

On December 4, 2009 a mysterious youtube account "iamamiwhoami" posted this video of a vogueing tree.

View this video on YouTube

As every month a new teaser appeared, the internet started to speculate on the possible artist behind it all.

View this video on YouTube

On march 14th, 2010 iamamiwhoami started to release full-length songs.....

View this video on YouTube

....while iamamiwhoami released some more videos, which sometimes featured a man dancing in his underwear.

View this video on YouTube

iamamiwhoami kept on releasing videos that turned out to spell the word BOUNTY.

View this video on YouTube

The story told in the BOUNTY-series borrows elements from Scandinavian folklore to tell an intricate feminist story that can be seen as an allegory for the dark side of the music business.

The resulting hour-long "In Concert", documenting the ritual, was broadcast on iamamiwhoami's own website for 4 hours.

View this video on YouTube

They won a Swedish Grammy, which they had picked up by a random lady with a purse.

View this video on YouTube

6 months later they released two more songs loosely connected to the BOUNTY series.

View this video on YouTube

On February 1st, 2012 they announced their first actual physical album 'kin', to be released on the 11th of June.

View this video on YouTube

blogger.com

And so the cycle started again.

View this video on YouTube

This week they released the last video of the series, a very literal and "meta" song/video about the album.

View this video on YouTube

This post was created by a member of BuzzFeed Community, where anyone can post awesome lists and creations. Learn more or post your buzz!

Every. Tasty. Video. EVER. The new Tasty app is here!

Dismiss