i Am Other (stylized as
i am OTHER) is a multi-media creative collective and
record label that serves as an umbrella for all of
Pharrell Williams’ endeavors, including
Billionaire Boys Club & ICECREAM apparel, textile company Bionic Yarn and a dedicated
YouTube channel launched by the
Grammy Award winning
singer-songwriter,
rapper,
record producer, and
fashion designer in 2012. The channel was launched on May 12, 2012 as part of YouTube's
$100 million dollar original channel initiative. The programming on the i am OTHER channel focuses on music, culture, fashion and the arts. Williams describes the channel as a "cultural movement dedicated to Thinkers, Innovators and Outcasts." The channel launched with original series such as
Awkward Black Girl by Issa Rae, man on the street interview show Stereotypes and a series by music journalist
Nardwuar. Along with the internet ventures, the label also serves as a record label. In a partnership with
Columbia Records, i am OTHER released Pharrell's second studio album
G I R L in March 2014. Los Angeles rapper Buddy is also signed to i am OTHER.