Pharrell Williams launches new cultural movement called 'i am OTHER'.



Musician and entrepreneur Pharrell Williams is expanding his business portfolio, this time with a cultural movement that goes by the name of i am OTHER. The movement is described as,

a content-driven property that spotlights new musicians, filmmakers, designers, artists and innovators through online, mobile and retail channels, TV shows and films.

The producer will recommend experiences and products for his fans to purchase via social media sites such as Facebook, Twitter and Tumblr.