With completely overblown video

Pharrell Williams is preparing to launch his new social media venture i am OTHER.

Neptunes producer and entrepreneur Pharrell Williams has rarely been short of ideas. However his latest venture could well be the most outlandish, bizarre thing he has put his name to... in a long time.

i am OTHER is a new social media venture which finds Pharrell Williams partnering entertainment producer United Entertainment Group. The web tool is a “content-driven property that spotlights new musicians, filmmakers, designers, artists and innovators through online, mobile and retail channels, TV shows and films.”

The new tool will allow Pharrell Williams to recommend products for his fans through social media.

"It's for people who think other," he said (via HipHopDX). “The first installment (of I Am Other) is about delivering those experiences through products, excursions, anything that is tangible to a human that can make their life easier. […] A lot companies claim they can make the world better. We want to make lives easier and unlock what normally would seem impossible possible."

Watch a bizarre trailer for i am OTHER below.


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