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.