i am OTHER, is more than just Pharrell Williams’ new label’s name, it’s a state of mind, a cultural movement dedicated to thinkers, innovators and outcasts. It’s all about individuality and celebrating that creativity. It’s for those who have felt they do not belong in a box, but belong in the ‘other’ category. Pharrell explained his vision behind the brand on the website.
On the i am OTHER’s youtube channel Pharrell has gone on to post a video about a weekly state of the union address, which he will simply just share what’s on his mind from fashion to food. You can watch the first address here.
Also on the channel will be interviews by Nardwuar the Human Serviette, Boy Genius Report, Voice of Art, OTHERS by Hypebeast, Stereotypes and Awkward Black Girl. To find out more details about any of the shows on the channel click here.
As for artists, Pharrell currently has four hand-picked artists on his i am OTHER site, singer/songwriter Alyssa Bernal, Compton rapper Buddy, Canadian born R&B singer Leah LaBelle, and Maxine Ashley who’s song ‘Cookieman’, produced by Pharrell, is the soundtrack for Lanvin’s Spring/Summer 2012 ad campaign.
The about section on the site goes on to explain how many other initiatives are also part of the i am OTHER collective. These include Billionaire Boys Club & ICECREAM, FriendsWithYou, Bionic Yarn, Qream, Artst Guild & Gallery, Brooklyn Machine Works, UJAM and From One Hand To Another.
Pharrell has always been a creative guy that I have always admired. His passion and vision never cease to amaze me. I can’t wait to see what else is in the works for this.