- decoding iamamiwhoami – the beginnings
- A Closer Look To iamamiwhoami’s b Video
- iamamiwhoami’s o video
- u-1
- u-2
- n from Nature/Natural
- T – back in the kingdom we were Kings and Queens
- And this is Y all that’s left is Hope

- Iamamiwhoami – Sources of Inspiration
- Identity in iamamiwhoami
- An Archetypal and Mythological Approach to iamamiwhoami
- iamamiwhoami official youtube channel



A quien le coresponda

You gave me life
In return I’ll just pretend
You can watch it burn
In the ashes of your town
In the ashes of your town
We would build it back down

You gave me life
We would build it back down
In the ashes of your town
In the ashes of your town
We would build it back down

The u-1 audio on reverse here.

The big surprise with u-1 is that the iamamiwhoami concept is getting back to its roots. That is we’re not being offered a proper music video, as we have had in the case of b and o, but we’re getting drawn back to the riddle, thus our interest being aroused once more. The greatest thing about this move is that even though we do know the identity of the messenger (Jonna Lee and her band mates – it’s pretty clear to most users hovering around the iamamiwhoami youtube channel), we’re now being given something more, something deeper: the chance to leave the quest for a name aside and get back on board towards a new quest: a strongly encoded journey towards discovering how imagery renders MEANING. Many of us were skeptical with regards to how this glide would be made and how successful the campaign would be after the induced reveal. We were thinking: no one would give a damn about this after a name would appear/ be suggested. However, here we are, still clinging on it, and this – to me – only means that the creators of the concept are after promoting a high-quality product first and then after building a name. It’s a reversed advertising technique which most of the times ends badly, but if done correctly and thoroughly, can generate enormous amounts of success (see Trent Reznor pioneering it with Year Zero).

Long story short, we’re back in the mad house we’ve already been introduced to in the ‘b’ video, this time in the room of one of the patients, easily recognizable by furniture. If at first we’re expecting to deal again with at least two characters, the Mandragora being one of them, in the end we discover that the man has actually manufactured an MO of his own. A treatment of his own. It’s clear he’s disturbed, since his mind is building up an entire dialogue when the only real person in the room is himself.

Judging from this point of view, the woods he’s running through are just a figment of his lost, disturbed mind, a projection of his tourmented soul. He’s probably not even moving from the room he’s confined in (he has no clothes).

A mad man kept under control by drugs. By a certain drug: MO.

Anyway, I don’t think I’ve reached this up to now, but this game of mirrors really draws my thoughts towards the myth of androgyny. This u-1. Many people tend to see it as purely mathematical language applied to the alphabet. As in u minus 1 is T, thus fueling the theory according to which the final video would reveal the name of the project and this name is BOTANY. I don’t disregard this thesis, because, if you think of it, it really makes sense. But I’d like to believe iamamiwhoami is better than this. Botany is predictable. Not wrong, but predictable and it would take away from the mystery of this entire riddle.

Back to the androgyny thing. See the myth says that every being was half man and half woman and after a certain event, one half has been lost, thus the other is forever searching for the part that completes it. It is also known that both men and women have two sides: a masculine side and a feminine one. As far as this short video is regarded, I can relate to this theory. Think of the man as having lost his feminine side, or his half. Here, MO.

Now think of how many explanations you can offer to the use of the mirror in this entire story. A mirror is supposed to reflect the objective reality and offer a virtual image of whatever is mirrored in it. In this case, if the objective reality portrays a (mad, probably) man holding a puppet on his lap, the virtual image is a reversed image of the first one, thus we have the puppet becoming alive and speaking/singing. We cannot forget the fact that we’re dealing with a ventriloquist, a thing which may strengthen my androgyny approach: the feminine side – a softer side which is capable of producing such extraordinary sounds, etc – is actually being given life by the masculine side. The man controls the puppet, even though we’ve initially been made to think the opposite. Thing is that a ventriloquist uses his hand in order to control a puppet. One’s hand is considered to be an elongation of one’s mind. When we speak, we also move our hands, in order to sustain and complete the meaning of what we are saying. Even more, there is never just ONE person in a ventriloquist. You can easily take such a person as being bi-polar.

Another interesting thing with this image is the way in which the man and the woman are placed in those two realities. If in the objective reality the man is placed on the right (when looking towards the objective image) and the woman on the left, suggesting again that the man is in control and he has the power, the virtual image presents the man on the left and the woman on the right (when looking from the objective reality), thus reversing their position and status at the same time. The woman is controlling the man through her hypnotic voice.

That fact that the mirror is broken in two – a larger part, the man part and a smaller one, belonging to the woman) only comes to complete my ideas.

I thought of reaching the idea of the woman getting control over a man’s mind after noticing the past references iamamiwhoami has made for her videos. They all seem to deal with some sort of feminist approach. I can only translate this as Jonna Lee putting an end to solo female singers not being given enough credit or not being allowed to display their creativity and have their efforts recognized. To sustain this idea, think that the virtual image is a crooked one. The mirror is broken. Maybe this is exactly the message: not everything you see on TV nowadays is what you see/good/of quality. Give objective reality a chance!

Back to reality, that was just an approach.

  • The language in which MO sings is English, it’s just distorted. I’ve listened to the audio many times, around 1:05-1:07 I can easily distinguish “You, you gave me life”. Also, the audio starts with “You gave me life”.
  • The man appearing in the video reminds me of Salma Hayek’s character in Cirque Du Freak. The bearded Lady. A clear connection to that androgyny I was talking about.



Similar makeup I guess. However, the references is somewhat Indian, wouldn’t you agree?

  • The materials used to build the puppet is paper, thread and tape (hence, WOOD). Same colors as the room in the house (hence the puppet is one with the house). The same tape is used for the man’s beard. This tells me the following:
  1. - the man states that he’s not actually a man: “I’m using fake beard and eyebrows to make myself look like a man.”
  2. - the man has not reached his maturity
  3. - the process the man is currently undergoing is a reversed process the Mandragora has undergone. She’s been through mud, feeding herself with wood, running bare naked through the woods, she’s suffered transformations until she finally came to flesh and bones. The man is going in reverse, starting to lose flesh and replace it with WOOD (paper is made from wood) and he’s also starting to run naked in the woods, lol.
  • The man does talk. Actually he’s mumbling something throughout the entire audio.
  • This is not the last video in this campaign.

Other opinions to support video analysis:

A big shout out at everybody on iamamiwhoami’s youtube channel and board! I met a couple of very passionate people that trully make sense in their attempts to solve/decode all these visual messages. Because, in the end, all we can do is ATTEMPT to explain.This is what I’m doing here as well.


As some of you have pointed out, the first six videos tell the story of how the Mandragora came to be; from its birth to how it came out after the death of the dogs, etc. as explained in lore. In ‘b’, she’s captured/imprisoned by these men who listen to her songs (or shrieks for that matter), almost siren-like. They leave her to further grow in ‘o’ until she bloomed and ran away. Come ‘u-1′ the man refuses to forget about the ‘b’ girl so he made a puppet. Or maybe, he is still under the trance/hallucination caused by the mandragora as it ran away. Maybe in the next video we will see Mandy running away or something.

Modern medicine gives it the dignified appellation of Bryonia Alba, and accredits the drug with vexatious, vivid dreams and somnambulism. Sounds rather than colors are attendant upon the dreams of mandrake, or BRIONY; now the chirping of locusts in the hedges, and again it is the roaring of a storm, the pealing of an organ or the swinging harmony of the spheres. The flowers sing, the earth speaks and the woes of humanity cry aloud. Besides these there are strange cravings, a longing for that which never existed even in the soul of a dreamer. So upon the whole, despite its marvels as a producer of sounds and despite its high reputation as a soporific with so mighty a sage as Shakespeare, it is perhaps best for moderns not to build their dreams with mandragora.


it’s obvious this is the last video. it was never a “campaign” as some kept insisting. simply a collection of well-produced, and magnificently thought-out aesthetically appealing clips, released one by one to keep us waiting, guessing (some ridiculously far-fetched, but i digress..)
we all tossed and turned for four months until she revealed herself in the second to last video, as a sort of glamorous/ethereal greenhouse siren. and now with this, in my opinion beautifully concluding video, an anxious man in his underwear is running, chasing this voice and vision of a girl. (he obviously represents us, the audience.) he reaches her only to find she is a mirage, a fantasy built up in his (our) mind/s.

we all built her up, but she never existed in the first place. this video should be enough closure.

it’s powerful message, once you let it resonate.


Just looking at Jonna Lees Finally post on her iLike blog. Weirdly, the post isnt called Finally. Its called April 28, even though it was posted on the morning of April 27. I thought April 28 might be significant so I cross-checked it with the usual suspects:
On this date in 1911, Lee Falk, American comic strip writer, was born. He wrote MANDRAKE the Magician.
On this date in 1789, there was a mutiny on the HMS Bounty leaving Captain William Bligh adrift. VANUATU was one of the islands on the ships voyage.
On this date in 1770, Captain James Cook lands at BOTANY Bay in Australia. He charted and named the New Hebrides islands, now VANUATU.




Finally You Won.


The man is a gardener. He’s crazy, driven mad by a mandrake scream he once tried to harvest.. He lives in his bothay.  He specializes in growing mandrakes. When the mandrakes are ripe, he harvests them. Then he makes dolls out of them. He either sells them, or sells time to be with one while they sing.

Comments (4)

great post as usual!

I don’t care what anyone says, I can’t get enough of this whole campaign. It’s quite fascinating.

I really think there is more behind the simple reason of breaking U into two pieces. It’s been done for a more complex purpose. I can’t tell which it is.

Nice comparison the one with Salma Hayek. I must agree I thought about that image myself!

  • facebook
  • Technocrati
  • delicious
  • stuble
  • Digg
  • Twitter