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Welcome to the dark, fairylike world of „iamamiwhoami".
This marks the first time the shy Swedish music project is being interviewed on camera.
„I rarely speak about this. And now I'm meeting jounalists that ask me things I have never considered and I have to think really hard to be able to answer some things."
No surprise, considering that inscrutability is one of the project's main concepts.
In december 2009, several music bloggers all over the world received an anonymous
e-mail linking to a Youtube video depicting a mysterious blonde woman.
Over the course of the next year, several new clips were uploaded to Youtube showing animal symbols and cryptic messages accompanied by electronic music.
The fan community was left gessing, while view counts rose to over 8 million and journalists started suspecting artists such as Fever Ray or Christina Aguilera to be behind the project.
Not until a year later, Jonna Lee revealed herself.
„I had a life and a career at that point and I wanted to do something different, and I knew that I couldn't develop something totally different at that time without my identity being in focus of that. For me, that gives me pleasure; to display something without explaining and without being too literal with what it is you're trying to say. Some people like it, some people don't understand it and I like that; it's democratic and it should remain that way."
Its striking images are what essentially establish this project's success.
Multi-layered and packed with symbolism, the videos might invoke either entrancement or sheer perplexity.
Black cats, yeti-like creatures, allusions, trees, water and natural forces are recurring motifs.
„The project was sprung from nature in many ways from the very beginning and I think that's a clear statement. I have always been close to it since I grew up in the forest and there was nothing else but trees.
So, maybe scandinavians are just coming out of their shells now and they find something that they have in common. And now we have a typical Scandinavian thing; something that is nature-related."
To bring this „Scandinavian thing" to the big stage, over 30 band members joined Jonna Lee on tour where they played, for the first time outside of Sweden, at Berlin Festival.
„Working so isolated from the media has changed me and i feel a need and an excitement of right now doing this. And who knows where this is going to take me? Maybe deeper underground, or maybe somewhere totally different."
At the moment, it doesn't look as though iamamiwhoami will be disappearing anytime soon.
Just recently, they released their first physical album and more festival performances are already scheduled.
Performing, the band proves that they are able to convince without any mystery surrounding them.