×
You will be redirected back to your article in seconds

Pharrell Williams unfolds content-driven concept

Musician partners with UEG for I Am Other

Pharrell Williams wants to give people something to tweet about or post on Facebook.

The musician and fashion mogul has paired up with branded entertainment producer United Entertainment Group to launch I Am Other as a content-driven property that spotlights new musicians, filmmakers, designers, artists and innovators through online, mobile and retail channels, TV shows and films.

Venture is being formally introduced to marketers Tuesday as they’re gathered in Gotham to choose which TV shows to advertise around this fall.

I Am Other is courting those same sponsors. It’s designed around products and experiences that Williams will curate and recommend to his millions of fans and followers for them to purchase. I Am Other will also bow this fall, fitting in with the media planning of buyers at the upfronts.

Given the various platforms I Am Other will embrace, Williams and UEG have adopted a lofty tone in describing the concept that emphasizes “championing the creative spirit” by providing opportunities that let consumers “establish their voice.”

“We’d like I Am Other to serve as a giant magnet attracting the most creative individuals who share our view of things,” said Jarrod Moses, prexy-CEO of United Entertainment Group, which is backed by United Talent Agency. “We will find those people and tell their stories in a way that inspires others to dream bigger and go further.”

Launch comes as both Hollywood and Madison Avenue are increasingly frustrated over how to effectively reach younger consumers — especially those 16-25 — and identify new ways to make their wares appeal to that audience.

While I Am Other will produce and distribute content, it will also tap into new commerce models like Gilt and Groupon that have proved successful while drawing on the social networking of Facebook and Twitter.

Venture’s name taps into a new type of consumer that is turning to experiences and stories that help define them as individuals, said Williams said in an interview with Variety from a yacht off the shores of Cannes, where he performed with Kanye West over the weekend at a soiree for film financier Red Granite Pictures.

“It’s for people who think other,” Williams said, with “?’other’ being the operative word.”

Williams and UEG were influenced by how more people are documenting their lives via their phones and posting their experiences on Facebook as proof.

“Stories are their assets,” said Robby Wells, senior VP of strategy for UEG. “I Am Other is about giving them products and experiences that give them stories to tell.”

“The first installment (of I Am Other) is about delivering those experiences through products, excursions, anything that is tangible to a human that can make their life easier,” Williams said. “A lot companies claim they can make the world better. We want to make lives easier and unlock what normally would seem impossible possible.”

Marketers would be tapped to help provide some of the content around their products or services and not just post a 30-second ad or banner. Williams and UEG would split a percentage of the revenue generated from sales with brands.

Williams recently paired with Karmaloop TV to serve as the youth culture channel’s creative director. Because of the relationship, Karmaloop will be integrated into I Am Other in some form when it bows.

In addition to producing albums for Jay-Z, Madonna, Beyonce, Britney Spears, Jennifer Lopez, Shakira and Kid Cudi, among others, Williams serves as the frontman of N.E.R.D., and oversees the fashion label Billionaire Boys Club and Ice Cream Footwear. He recently made a cameo in Universal’s comedy “Get Him to the Greek,” and produced the soundtrack for the studio’s toon “Despicable Me.”

UEG has previously worked with such clients as Procter & Gamble, Estee Lauder, LG, Build-A-Bear Workshop, Williams-Sonoma and Frito Lay.

More Music

  • Taylor Swift performs on her 30th

    Taylor Swift Celebrates Her 30th Birthday Onstage at New York Jingle Ball

    Taylor Swift celebrated her 30th birthday with over 20,000 of her closest friends onstage at Madison Square Garden for iHeartRadio’s annual Jingle Ball, hosted by New York City’s Z100. Swift took a moment to thank fans for coming to her party. “I had a choice,” she said. “Where would I want to spend my 30th [...]

  • Harry Styles Stevie Nicks

    Harry Styles Brings Out Stevie Nicks, Reworks One Direction Classic at the Forum (Watch)

    Harry Styles strutted, sashayed and transfixed the crowd at the Forum on Friday night (Dec. 13) for his combination record release party and one-night-only superfan affair. “Fine Line,” as his album is titled and the engagement touted on the outside of the venue, featured the live debuts of nine new songs including standout stunners “Golden,” [...]

  • Pete York and Rain Phoenix

    Rain Phoenix Joins Pete Yorn for 'Relator,' Originally Sung With Scarlett Johansson (Watch)

    Ten years before “Señorita,” another famous twosome recorded a romantic duet together: Pete Yorn and Scarlett Johansson, who joined forces on “Relator.” It was the first single from an entire album of collaborations, 2009’s “Break Up,” which was inspired by the songs of Serge Gainsbourg and Brigitte Bardot, but fans hardly ever got to hear [...]

  • US Capitol

    The Sneaky Long Game of ALI’s Restatement of Copyright (Guest Column)

    Last week, Senator Thom Tillis and four other members of Congress sent a letter to an organization you may never have heard of, the American Law Institute (ALI).  The letter questions the ALI’s ongoing project to publish a competing version of the Copyright Act – or, as the ALI calls it, a “Restatement” of copyright [...]

  • Tom Petty’s Daughters, Widow Settle Legal

    Tom Petty’s Daughters, Widow Settle Legal Battle Over Estate

    Tom Petty’s widow and daughters from a previous marriage have settled their bitter legal battle, according to a report in Rolling Stone. Earlier this year, Adria Petty and Annakim Violette, the late singer’s daughters with his former wife Jane, sued his second wife, Dana York, for $5 million, alleging that she had deprived them of [...]

  • Desiree Perez attends the Billboard Magazine:

    Desiree Perez Named CEO of Roc Nation

    Desiree Perez has been elevated to CEO of Roc Nation after serving as chief operating officer since 2009. Along with Jay-Z, Perez is a co-founder of Roc Nation. In her new position, Perez is tasked with overseeing all 14 Roc Nation verticals, which includes music management, publishing, sports agency among a slew of diversified businesses, [...]

More From Our Brands

Access exclusive content