Research - Example of Viral Campaign

I am a big consumer of music and am enjoying bringing my knowledge into this project, so today, I will be talking about an ongoing music viral campaign that surfaced early last year. This particular electronic music project, fronted by Swedish singer-songwriter Jonna Lee, has continued to grab my attention with its innovative marketing campaign and use of digital media.

 
Teaser videos were uploaded from January to March of 2010 on video sharing website YouTube, under the guise of iamamiwhoami, the first of which was sent around to music blogs and journalists. This is the way in which I found out about it, after it was posted on a particular pop music blog that I follow. However, what was so compelling about the videos, besides the dark and strange imagery, is the fact that it wasn't known who the vocalist in question was until much later on in the campaign. Throughout the early videos, the artist's face was obscured and speculation began to spread online about who the artist behind the videos may be, with anyone from Christina Aguilera to Little Boots being put into the spotlight (check out this blog post from The Telegraph that was posted at the time). This is really interesting as, whilst music videos usually aim to build an artist's image, for the iamamiwhoami campaign, we instead had no idea who the artist in question was, which worked in their favour as it got people talking about them.



An image of electro-pop artist Little Boots alongside a face-painted Jonna Lee, posted by one particular music site amidst the early iamamiwhoami speculation

Full length music videos soon began being uploaded, all of which are stylistically consistent, create a dark and mysterious tone, and are accompanied with brilliant mise-en-scène (see here for detailed synopses of the videos). The earlier teaser videos garnered around an average of 300,000 per video, whilst the most popular music video is that of the song 'y' which, at time of writing, holds 2,830,503 views. For a new artist (or at least, new project, since Lee has previous released two albums under her own name), these are promising figures. The full length songs featured in the video were then and still are available for purchase via iTunes and Amazon. The collection of music, which has now amounted to enough material for an album, are yet to be released in any other format besides the individual singles. This is noteworthy as iamamiwhoami has adapted to the recent trend in consumers preferring individual singles over albums.

After the online stream, the concert

was available to purchase in audio

format, again via iTunes and Amazon

Enigmatic uploads to the YouTube channel eventually followed that asked the fans to nominate someone among them. The person in question had the opportunity to be involved in what would be a feature length 'concert' streamed through the internet. As the events unfolded, videos continued to be uploaded from the perspective of the fan during his experience, which proved engrossing to watch and was a great use of social media to market the lead-up to the concert. Even their targeting of music blogs early on to spread the word about the campaign was all part of a very clever strategy – a way for Jonna Lee to reinvent herself and her sound without compromising her artistic integrity.