▁Jon na ▁Lee ▁and ▁her ▁long time ▁record ▁producer ▁Cla es ▁B jör kl und . ▁Lee , ▁giving ▁an ▁interview ▁to ▁Play ground mag . net , ▁stated ▁that ▁i am ami who ami ▁was ▁born ▁from ▁" ex per ien cing ▁convention ▁in ▁its ▁pur est ▁form ", ▁a ▁reference ▁to ▁her ▁previous ▁releases ▁as ▁a ▁solo ▁artist . ▁Indeed , ▁i am ami who ami ' s ▁musical ▁and ▁visual ▁style ▁is ▁a ▁departure ▁from ▁the ▁guitar - led ▁alternative ▁pop ▁that ▁Lee ▁had ▁previously ▁created , ▁although ▁she ▁acknowled ges ▁that ▁" the ▁change ▁is ▁probably ▁more ▁apparent ▁from ▁an ▁external ▁point ▁of ▁view ." ▁Lee ▁began ▁developing ▁i am ami who ami ▁in ▁ 2 0 0 9 ▁and ▁started ▁creating ▁the ▁music ▁together ▁with ▁B jör kl und ▁in ▁real ▁time ▁with ▁their ▁releases ▁in ▁ 2 0 0 9 – 2 0 1 0 . ▁Lee ▁has ▁explained ▁they ▁wanted ▁it ▁to ▁" g row ▁freely ▁and ▁[ te ar ] ▁the ▁formerly ▁[ s ic ] ▁by ▁its ▁roots ▁and ▁start ▁over ", ▁en vision ing ▁the ▁ability ▁to ▁" phys ically ▁visual ize " ▁their ▁songs . ▁Lee ▁began ▁collabor ating ▁with ▁visual ▁direct ors ▁Robin ▁K em pe - B erg man , ▁Ag ust ín ▁More aux , ▁still ▁photograph er ▁John ▁Str and h , ▁and ▁most ▁recently , ▁fashion ▁and ▁cost ume ▁designer ▁Math ieu ▁Mir ano , ▁who ▁are ▁cred ited ▁as ▁part ▁of ▁the ▁visual ▁team ▁of ▁i