iamamiwhoami is the electronic music and audiovisual project of Swedish musician and singer-songwriter Jonna Lee in collaboration with her long-time music producer Claes Björklund. Visual collaborators of the project include director Robin Kempe-Bergman, set designer Agustín Moreaux, cinematographer John Strandh, and fashion designer Mathieu Mirano. Their videos in particular have spread virally, and the project is notable not only for its artistic multimedia output, but also the creators' leveraging of YouTube and viral videos to disseminate their music and music videos. As of 2012, iamamiwhoami operates on its own label, To whom it may concern., which is founded and run by Jonna Lee. In 2014, Lee founded WAVE; a directors collective within the label "To whom it may concern.". It consists of Jonna Lee, John Strandh, and Agustín Moreaux. WAVE is now credited for iamamiwhoami's recent visuals.