Posted on July 24 2012
Recently Pharrell Williams, one half of the production duo The Neptunes and member of N.E.R.D., launched a new label called i am OTHER. Rather then focus on chart chasing, Pharrell wants to create a movement of thinkers, innovators, and outcasts. This label is suppose to be the answer to Pharrell’s boredom with the music industry, saying “everyone looked alike and everyone dressed alike”.
The label will use the i am OTHER YouTube channel as the means for spreading the message and promoting innovators, “Our programs explore the pursuit of individuality, the defiance of expectations, and the arrival of a new class of visionaries. Be one of us. Be OTHER”
Pharrell isn’t the only one who’s creating an all encompassing creative label. Kanye West recently founded DONDA. “DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas”
I’m curious to see where this goes and it raises some interesting questions. Will this be the next thing that everyone tries to bite? Is this just trying to commercialize outcasts? Are outcasts even possible in the age of the internet? Ironically the internet has made it possible for anyone to connect, outcast to outcast. So why not take the initiative and form your own movement of outcasts.