Pharrell has been pushing his new "i am OTHER" music label campaign for quite some time now. Formerly known as Star Trak Entertainment, P has enlisted a new crop of artists (Buddy, Leah Labelle, Maxine Ashley, Alyssa Bernal) to assemble a whole crew of creative types set to take over. In the promotional clip for the official launch of his label, he sticks to the interpretation of a cultural movement of “thinkers, innovators, and outcasts.” Check it out above and read a couple of tweets about i am OTHER’s mission statement below.
OTHERS believe individuality is the new wealth. Experiences are the new assets to acquire. #iamOTHER— i am OTHER (@i_am_OTHER) May 15, 2012
OTHERS are not defined by demographics or geography. We have shared ideals, dreams and a vision for a new reality #iamOTHER— i am OTHER (@i_am_OTHER) May 15, 2012