Imagine that in today’s tough economy you were forced to sell gizmos to as wide of a population as you can reach. And, all things being equal, your gizmos are not really that unique. Other salesmen are out there trying to sell their similar gizmos to a wide demographic as well. What do you do? Wrap your gizmo inside a shiny wrapper of course! The philosophy also applies to viral marketing that attempts to push a product such as a movie, a video game, or even (in this case) a new album from a music artist to the consumers.
Enter iamamiwhoami, a YouTube user that joined the service and set out to upload music videos of various time lengths under cryptic names and with a content that resembles something between Bjork’s artistic creations and the feature film Pan’s Labyrinth. As time went by, a more coherent message emerged from this viral campaign.
But let’s talk a bit more about the video content. The central figure appears to be a female that quickly sparked the general interest among those following the viral. Speculation abounded with regards to her identity: the popular choice shifted from Christina Aguilera, to Lady GaGa, to a speculation that this is an artist backed by Trent Reznor of NIN/Year Zero fame. Finally a strong possibility has emerged that Swedish singer/songwriter Jonna Lee is the culprit even though her own management denied involvement. The otherworldly themes that appear on the video tend to have a more eco-conscious message, and the music ranges from tribal to electronica. And yes, it even features a male character dancing around in his underwear.