Pharrell launches ‘i am OTHER’ [Video]

Whether it’s musical direction, fashion choices or career moves (“I know, I disappeared, and popped up in Paris making chairs with a beard”), Pharrell has always been different. Today, however, Skateboard P is putting his otherness to a cultural movement (well, just a Tumblr so far) entitled i am OTHER. It’s all very blurry so far – no one seems to know what the concept is or what it aims to achieve, but we do have a glossy visual trailer – which features P and his three new artists, Leah LaBelle, Maxine Ashley and Buddy – to consume below.

Read the i am OTHER manifesto (as outlined by Pharrell himself) after the jump and visit for, um, more details.


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.


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