The summer 2010 PJ Norman and his partner, photographer Diana Scheunemann, undertook a two-month tour of the United States as part of a series of creative projects. The resulting output is presented in a photographic book, gallery exhibitions, a website and an art film under the title, Love American Skin.

PJ Norman has contirbuted a previously unreleased Iamprimate track towards the soundtrack of the film. Scenes from the art film, and artwork for the album and the website, were shot en route throughout the eight weeks on the road in locations and venues throughout the USA. Complimenting the projects being undertaken, he also performed a handful of dates throughout the journey:

Goodbye Blue Monday (Brooklyn, New York)
Momo's (Austin, Texas)
The Trunk Space (Phoenix, Arizona)
Mama Buzz (Oakland, California)
Burning Man (Black Rock City, Nevada)
Elbo Room (Chicago, Illinois)

To support these shows 100m Records released the Iamprimate EP, Believe Never Question.