After releasing an enigmatic video teaser into his new project last week, superstar producer and entrepreneur Pharrell Williams unveiled i am OTHER this week. As the name suggests, i am OTHER is attempting to create  a social movement showcasing the creative spirits who don’t conform to what’s ‘normal’ – “if there was ever gonna be a box that you ever fit in, in your life, it’s the ‘OTHER’ box!” Pharrell says. Led by it’s youtube channel, it’s a creative centre point for the icon’s latest music proteges and projects, video content and a bunch of other bespoke projects. The main feature of the i am OTHER movement is collaboration, with the team releasing news that both the second season of the hugely popular (and one of my favourite) web-series The Mis-Adventures of The Awkward Black Girl will air on the i am OTHER channel, and hilarious interviewer Nardwuar The Human Serviette will be a main contributor.

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But rather than just collaborating with the talented quirkies who have already carved a name for themselves, the project is also calling new talent to get in touch and showcase what they’ve got. In this rather funny, sweary video below, he breaks down what it’s all about and how to get in touch.

Hmm…it’s early days yet but i am OTHER could become a very interesting project. The team seem keen to engage with ‘other social misfits’ and utilize the interactive nature of the web – choosing a tumblr as the main site rather than another platform exemplifies that notion pretty well. However, I’m not necessarily sure the web needs a space like i am OTHER – I’m not yet sure how it’s bringing anything fresh, but I’m sure time will tell!