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. In 2010, Lee founded a label for iamamiwhoami, To whom it may concern, which she runs. Since December 2009, iamamiwhoami's music videos have been released in several series' from the project's YouTube channel whilst their music being available through online retail digital download. Running from an initial set of prelude videos to a series of full length songs, the videos and songs form a continuous story about Lee's protagonist lead role. iamamiwhoami released their first physical album, the "audiovisual album" kin in 2012, while the initial full-length series bounty (2010) was released in physical edition in June 2013. By May 2013 a total of 24 videos have been released from iamamiwhoami's YouTube channel. To date, the project has also remixed songs for Moby and the Irrepressibles, as well as performing live in concert tours revolving around the releases of kin,bounty and blue. An online performance art "concert" in support of the bounty series was streamed online in 2010, taking place in a forest. On April 29, 2015, a second online performance art "concert" in support of the blue series was streamed online; this "concert" is to be released physically and digitally in September of 2015 (as Concert In Blue), and includes the first new iamamiwhoami song ("The Deadlock") since 2014.