This blog has been a fan of iamamiwhoami for a very long time for their dedication to provocative imaginary, creation of new, undiscovered associations and, above all, quality original electro-pop. The decision to release a video for every song of their upcoming debut album Kin has been a brave gesture towards full audio-visual experience. Has anything similar happened in the last few years in pop music? Even if it did, iamamiwhoami are pioneers in how they connect their music to visual stories and brand new world of their own. Still, music is a story too and this Swedish project just highlights this element of art.
However, watching their new single ‘In due order' suggests an exhaustion of ideas and fumbling for mystery. But it seems to be bit unnecessary to put hidden meanings into every piece and self-satisfactory to indicate some kind of enigma in every second of the story. This inclination towards symbols causes the banality with which 'In due order' evolves into – let's be honest – nothing particular. The broken mourning of 'Sever’, exciting adventure of ‘Drops’, calm interlude in ‘Good Worker' resulted in dark-party of 'Play' where our protagonist got back into the forest to become an uncontrolled siren trying to throw away her fears and pains of past with dancing.
Her sobering of this illusions was hinted to be evolved in ‘In due order’ which is, in an opposite way, another hallucination taking place in the sterile white room. Sonically, it’s simple, almost banal tribute to the same theme as Clump introduced while too much reminding of Ladytron and Deep Cuts-era The Knife. What’s the direction of the getting rid of “blending into convention’s way?” Do iamamiwhoami aim for some absolution or, at least, a climax which they amazingly stimulated in film-like ‘y’? And what about the philosophy behind Kin-era? Will there be anything greater than just sterile, inhuman, utilitarian icy white? I hope iamamiwhoami will get there and lead us along with them.
UPDATE: The creator of a blog called ApocalypseWolf reacted to this short feature on iamamiwhoami’s new single with this post. I admit that ‘In due order’ is a part of a longer story which has been evolved for admirably long time. Nevertheless, a decision to film a video for every single asks for a discussion and a desire to question every element of the jigsaw. I will certainly wait for how the story ends, but, on the other side, question and scrutinize iamamiwhoami’s exciting journey.