Grammy Award winning music icon Pharrell Williams has officially announced the launch of his creative venture, the i am OTHER YouTube channel. Williams describes the new endeavor as “a cultural movement dedicated to Thinkers, Innovators and Outcasts.” The newest addition to Pharrell’s i am OTHER brand, the YouTube channel, is part of Google’s initiative to create channels with original programming. Its line-up includes the critically acclaimed web series Awkward Black Girl, exclusive interviews from eccentric music journalist Nardwuar, new fan favorite Stereotypes and exclusive videos from Williams about everything from music to food. The channel will also feature significant viewer participation. Creative minds will have the opportunity to interact with Williams within a community of self-defined OTHERS.
“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 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 now airing on 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.”
“We are so thrilled and excited to be a part of the i am OTHER family! I initially created this series because I didn’t feel represented on “mainstream” TV. We decided it was best to keep Awkward Black Girl on the web for a second season because we wanted executives and fans to understand that you can be “Awkward” and “OTHER” without having to compromise,” says Issa Rae, creator and star of Awkward Black Girl. “Joining the i am OTHER family is truly a perfect match because from day one they GOT IT.”
Other YouTube shows include:
OTHER x Hypebeast blends the OTHER philosophy with the global media platform Hypebeast.com and its contributions to today’s lifestyle and fashion landscape. The show features a range of tastemakers and influencers in various fields including fashion, film, and technology.
Nardwuar Vancouver-based Nardwuar, one of the most fascinating and well-respected voices in media today, will bring his unique style of music journalism to the channel with exclusive interviews.
Voice of Art follows artists as they execute their own brand of activism by shining a light on their chosen social issue. Through carefully crafted events (concert, exhibition, or demonstration), these artists execute awareness campaigns to engage viewers in a global dialogue.
Boy Genius Report is a weekly conversation hosted by tech guru Jonathan Geller respected for his acclaimed website, bgr.com. Geller will highlight new and noteworthy developments in technology from an insider’s perspective.
Stereotypes tests assumptions about musical tastes based on physical appearance. With man on the street interviews in NYC, the show hits various neighborhoods to discover how bias plays into preconceived notions of fellow New Yorkers.
State of the Union is an intimate weekly report from the desk of i am OTHER President Pharrell Williams. These short clips share what’s on his mind—everything from his favorite snacks to fashion must-haves.
Cloudy is a short by FriendsWithYou, Samuel Borkson and Arturo Sandoval III. This short is an exploration into the Clouds. A sweet visual sounds cape that takes the viewer through a personal journey into the sky. Sing, dance and relax as you follow a sweet cast of clouds and raindrops through an entrancing adventure you’ll wish to take over and over again.