Don’t you just love a good mystery? One of the coolest things to come out of the Internet revolution is the viral marketing campaign. It can be a blast deciphering hints and tracking down clues to figure out what’s going on. (Just ask “Lost” and “Dark Knight” fans.) And trying to guess what Lady Gaga has up her sleeve next is almost as much fun.
The latest viral campaign to take the Interwebs by storm is Iamamiwhoami. Never heard of it? Pull up a chair.
The whole thing started in December, when a YouTube channel suddenly appeared for the mysterious artist/project along with a spooky, cryptic video clip with a series of mysterious numbers for a title. Someone also opened a Twitter account around the same time and posted the video and messages like "#sheiscoming."
Here’s “Prelude 699130082.451322” in all its hyper-real weirdness.
So. Pretty Goldfrapp-like right? But other speculation about the clip has involved Christina Aguilera (who worked with Goldfrapp and Ladytron on her upcoming release Bionic), Nine Inch Nails/Trent Reznor (Reznor has promised new NIN material this year plus “something else that isn’t” NIN), MGMT (who have a new album on the horizon), The Knife (a long history of weirdness here and the band has an opera coming out in March that centers on Charles Darwin's "The Origin of Species") and even Lady Gaga.
Why Aguilera and Gaga when the music is so completely, well, un-Christina or Gaga? Take a look at post No. 2, “18.104.22.1689321018,” which popped up a week after the beginning of the year.
Despite the fact that she’s covered in what appears to be either dirt or motor oil, the blond in the video bears a strong resemblance to both Aguilera and Lady G. Except Christina’s camp swears she has nothing to do with this and Gaga is obviously otherwise occupied promoting The Fame Monster and her “Monster Ball” tour. And the music in this clip sounds suspiciously Nine Inch Nails-like.
So it could definitely be Reznor. Except the latest mystery post, “22.214.171.124.5.723378,” both sounds and looks like some of the out-there oddness that we’ve experienced before from a certain quirky Icelandic singer. (Love the singing sharks!)
This could totally be Björk’s handiwork. (After all, it’s a short trip from robots making out to singing sharks.) But the woman who sported a swan dress to the 2001 Academy Awards isn’t really known for being coy about her work.
So basically we’re back to square one with music that could be from a number of artists and visuals that echo some of the mind-bending clips we’ve seen in the past. It looks like we’re just going to have to wait for the next post – which, if the mysterious artist stays on track, will appear sometime around Valentine’s Day – to see if it offers clearer hints.
In the meantime, speaking of Lady Gaga, Grammy Awards producer Ken Erlich let it slip to MTV News last week that the singer wouldn’t be appearing alone during the awards ceremony/telecast.
While Erlich wouldn’t say exactly who would be joining the red-hot Lady G., several names have been bandied about on the Blogosphere.
The most likely (and logical) candidate would be Beyoncé, since the singers have appeared on each other’s recordings lately (Gaga on B’s remix of “Videophone” and B on Gaga’s “Telephone”).
However, plenty of other names have surfaced, including Elton John, Madonna, Eminem (!), Katy Perry and Wyclef Jean – who Gaga raised a boatload of money for last week to aid his efforts to help earthquake-stricken Haiti.
One thing is certain though. Whoever shows up to take the stage with Lady Gaga on Sunday night is going to have to bring their A-game. The Lady has proven time and time again that she doesn’t mess around when it comes to award show appearances.
Until then, why not enjoy this remix of Lady Gaga’s “Telephone” by smokin’ hot electro act Passion Pit?