Pharrell Williams launches his latest innovative venture i am OTHER today by way of a viral promo video. The clip for the new website features Williams alongside a visual interpretation of the cultural movement’s mantra of “thinkers,innovators and outcasts,” including recent label signees Buddy, Maxine Ashley and Leah Labelle. Expect new material from i am OTHER from across the media platform spectrum with Pharrell leading the way as Executive Producer.

I serve and represent the OTHERS because I am one myself.

OTHERS defy expectations and stereotypes. We are curious, ambitious, energetic and have every intention of squeezing the most out of life. Above all, we are individuals.

OTHERS don’t fit into categories. We are not jocks. Or skaters. Or musicians. Or students. Or technologists. Or audiophiles. We want to be all of the above and then some.

OTHERS are a diverse group of optimistic, bright minds connected by technology and a desire to make our mark, who together can advance culture and even humanity.

OTHERS are not defined by demographics or geography. We have shared ideals, dreams and a vision for a new reality.

OTHERS believe individuality is the new wealth. Experiences are the new assets to acquire. Whoever is the most individual wins.

i am OTHER celebrates people who push society forward. The thinkers. The innovators. The outcasts. History has proven that it’s the rule breakers who have the power to change the world.

Be OTHER