After the first teaser video, Pharrell Williams today presents his vision behind the brand, which will produce new and existing music, film, television, apparel, tech and multimedia.
“The idea for i am OTHER really came from the fans. They often say I inspired them to think outside the box and I wanted to establish a creative collective which represents that same philosophy,” says Williams. “I believe individuality is the new wealth and I am dedicated to creating and supporting projects that encourage originality.” His manifesto about the OTHERS, people who defy expectations and stereotypes, can be found at iamOTHER.com
The programs on i am OTHER’s premium YouTube channel explore the pursuit of individuality, the defiance of expectations, and the arrival of a new class of visionaries. By celebrating creative pursuits of all kinds, the channel will showcase the architects of global culture, music, fashion, and the arts. Shows already lined up for the channel include the cult sensation Awkward Black Girl from filmmaker Issa Rae. The Stanford graduate created the scripted comedy to test her theory that “we’re all awkward.”
Watch the video about the launch here above!